By Dennis Engel
The creative process:
Mess Finding => Define your problem => SMP (the solution to your problem)
Keep asking “Why” at least four times to disrupt the problems.
Gather information about the brand and its customers
In what business “bigger picture” is our brand?
Competitors research: what are the rules/codes of the category?
What’s the journey of your audience, what are the relevant touching points?
– The problem faced by the audience.
– The solution provided by the product / service.
Thea Hamren, the Associate Creative Director at Mr. President gave us an amazing inside to write a first, fast brief that helps you to understand what you are trying to achieve:
- GET (audience)
- WHO (insight)
- TO (behaviour change)
- BY (SMP)
Example: Get 100 SCAB readers who think about studying at SCA to read more SCABS to become part of the SCA network by gathering information about our daily school life.
Think of as many ideas as you can, keep thinking until you reach a brick wall.
S.U.N (Suspend Judgment / Understand / Nurture)
Brainstorm & Scamps
Write opposite lists
Celebrate the problem
What’s it like!
Take a break. Keep the problem in the back of your mind. Let your unconscious mind do the work for you.
Push the idea while you’re in the flow, question it and get feedback from mentors/students/friends/
How does your idea connects throughout the different channels, what’s their sequence?
SUCCES: simple, unexpected, credible, concrete, emotional, story
(read Made to Stick)
If you have any more suggestions, insights or comments pls let me know twitter: @dennis_engel87