Methodology
Every project is defined in three steps.
A methodology creates a strategic, brand-wide narrative and sets new standards for marketing and product to communicate.
As Creative Director I catalyse the project issues and develop a playbook for brand governance.
Step 1
The Creative Strategy creates synchronicity from sales, through marketing to product UX in one fluid and actionable brand narrative
Through conversations with the brand owners, CEO and management team the Creative Strategy proposal gathers insights and data in order to establish the brand narrative.
Looking closely at the company capabilities, marketing potential and product offer I set out in a creative strategy concept. The first proposal is called the Thoughtstarter. This establishes the brand narrative and market opportunity at the highest level.
Reviewed by the brand owners it is the basis for determining planning and workflow for the creation of brand narrative.
Step 2
The Brand narrative catalyses all the propositions and benefits of the brand into a key set of messages that can be deployed within specific propositions to customers.
Key to the brand narrative is the creation of content that creates actionable opportunity at every engagement with the brand. A successful, managed editorial plan delivers the right content at the right place at the right moment to the right person. Brand narratives need visuals and texts. Videos, image campaigns and personalised content messaged over time deliver loyalty and value.
Step 3
Brand Governance ensures that the narrative remains consistent, clear and relevant as markets and customers evolve.
Governing the brand message ensures that the marketing content and product development programs are in sync and deliver actionable opportunity at every channel and touchpoint.
The narrative is monitored, analysed and adapted when predicted.