creative_strategy
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creative_strategy [2016/04/06 13:56] – hkimscil | creative_strategy [2016/04/06 14:54] (current) – hkimscil | ||
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* 브랜드 개성에 초점 | * 브랜드 개성에 초점 | ||
* 포장, 이름, 광고, 가격, 본질 등등이 혼재, 종합되어 소비자의 머리에 감성에 안착 | * 포장, 이름, 광고, 가격, 본질 등등이 혼재, 종합되어 소비자의 머리에 감성에 안착 | ||
+ | * cf. {{추격자의_브랜드전략.pdf}} | ||
[{{ : | [{{ : | ||
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"I don't know the rules of grammar. If you're trying to persuade people to do something, or buy something, it seems to me you should use their language."</ | "I don't know the rules of grammar. If you're trying to persuade people to do something, or buy something, it seems to me you should use their language."</ | ||
- | [{{: | + | <WRAP box> |
+ | [{{: | ||
+ | Much of the messy advertising you see on television today is the product of committees. Committees can criticize advertisements, | ||
+ | </ | ||
+ | |||
+ | <WRAP box> | ||
+ | [{{: | ||
+ | “Unless your campaign has a big idea, it will pass like a ship in the night.” \\ \\ | ||
+ | |||
+ | “When someone is made the head of an office in the Ogilvy & Mather chain, I send him a Matrioshka doll from Gorky. If he has the curiosity to open it, and keep opening it until he comes to the inside of the smallest doll, he finds this message: If each of us hires people who are smaller than we are, we shall become a company of dwarfs. But if each of us hires people who are bigger than we are, we shall become a company of giants.” | ||
+ | </ | ||
+ | |||
+ | <WRAP box> | ||
+ | “When you have nothing to say, sing it.” | ||
+ | [{{: | ||
+ | “Don’t bunt. Aim out of the ballpark. Aim for the company of immortals.” | ||
+ | </ | ||
+ | |||
+ | [[http:// |
creative_strategy.txt · Last modified: 2016/04/06 14:54 by hkimscil