Strategic creativity : a business field guide to advertising, branding, and design / Robin Landa. [electronic resource] :
Editor: New York, NY : Routledge, 2022Descripción: 1 online resourceTipo de contenido:- text
- computer
- online resource
- 9781000586619
- 1000586618
- 9781032137803
- 1032137800
- 9781032137797
- 1032137797
- 23 650.1
- HD53 L363 2022
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Descripciones mejoradas de Syndetics:
The secret weapon for business experts to ensure strategically creative results, this is an indispensable field guide to evaluating creative advertising, branding, and design ideas and solutions, and to working with creatives.
Strategic Creativity is a fundamental resource that enables business professionals to stand out amongst their colleagues and enhance their ability to communicate the creative "why" throughout their organizations, and it covers what every business expert should fully comprehend about the creative process. To effectively grow a business and reach the right audience or move a brand forward, advertising and branding need to be relevant, engaging, and worth people's time. This book contains what a CEO, CMO, manager, business owner, or client didn't learn about the creative side of advertising and design in business school.
Featuring insightful conversations with creative experts, this book will earn a place on the desks of executives, leaders, managers, and middle managers across industries, whose work requires them to understand and execute on branding initiatives, advertising campaigns, social media, and other customer-facing content.
Chapter 1 Why Strategic Creativity --
The Value of Strategic Creativity --
What Constitutes Strategic Creativity and What Doesn’t --
Employ an Effectiveness Scale --
Quickstart Field Guide to Strategic Creativity --
Interview with REI INAMOTO, Founding Partner of I&CO --
Note --
Chapter 2 Thinking Creatively --
The Power of Strategic Creativity --
C.H.O.I.C.E. Thinking --
C.H.O.I.C.E. Thinking plus Creative Prompts --
The Strategic Creativity Effectiveness Scale --
Interview with ROSS CHOWLES, Professor of Practice at Michigan State University --
Notes --
Chapter 3 Strategically Creative Ideas --
What’s In It For Me? --
S.U.I.T.E.S. of Benefits --
Brand Narrative Construct Alignment --
Strategic Creativity --
Idea Generation --
Interview with ROSS CHOWLES, Professor of Practice at Michigan State University --
Notes --
Chapter 4 Strategically Creative Copywriting --
Thinking Like a Copywriter --
The Strategically Creative Copy and Image Relationship --
Quickstart Guide to Writing --
Rhetorical Strategies --
Copy Critique Rubric --
Exercises: Start Writing --
Interview with NICK SONDERUP, Executive Creative Director at Pereira O’Dell --
Notes --
Chapter 5 Strategically Creative Design --
Seeing Like a Designer --
Just What Is Brand or Graphic Design? --
Looking at Design Through the Lens of its Underlying Structure --
Become Familiar with the Principles of Design --
Composition Evaluation Checklist --
Typography Basics --
Exercise: Learning to Examine Typefaces --
Pairing Type/Image Checklist --
Interview with GAIL ANDERSON, Designer, Writer, and Educator --
Interview with ALEXANDER ISLEY, Alexander Isley Inc. --
Note --
Chapter 6 Branding & Art Direction --
Thinking Like a Brand Storyteller --
Brand Storytelling Archetypes --
Thinking Like a Strategically Creative Art Director --
Lodestar Ideas --
What Makes a Good Integrated Campaign? --
Brand Story and Art Direction Efficacy Tool --
Interview with LISA SMITH, Executive Creative Director at Jones Knowles Ritchie --
Notes --
Chapter 7 Diversity, Equity, Inclusion, & Purpose-led Marketing --
Diversity, Equity, and Inclusion --
Interrogating Creative Solutions --
Social Responsibility --
Interrogating Images and Copy --
Interrogating Power --
Interrogating Appropriation --
Purpose-led Marketing --
Social Responsibility Evaluation Scale --
Interview with RICH TU, Vice President of Digital Design for the MTV Entertainment Group at ViacomCBS --
Interview with OLU ADEWALURE, Art Director at The Bloc --
Notes --
Chapter 8 Building a Culture for Results --
Collective Purpose --
The Power of Purpose --
Culture of Positivity Yields Productivity --
Creative Solutions Discussion Playbook and Critique Guide --
Results Assessment Tool --
Creative Collaboration: In S.Y.N.C. --
Interview with NIREY REYNOLDS, Director of Creative Impact, North America at McCann Worldgroup --
Interview with DONALD R. MARKS, PsyD, Associate Professor, Advanced Studies in Psychology, Kean University --
Note --
Index --
"The secret weapon for business experts to ensure strategically creative results, this is an indispensable field guide to evaluating creative advertising, branding, and design ideas and solutions, and to working with creatives. Strategic Creativity is a fundamental resource that enables business professionals to stand out amongst their colleagues and enhance their ability to communicate the creative "why" throughout their organizations - and covers what every business expert should fully comprehend about the creative process. To effectively grow a business and reach the right audience or move a brand forward, advertising and branding need to be relevant, engaging, and worth people's time. This book contains what a CEO, CMO, manager, business owner, or client didn't learn about the creative side of advertising and design in business school. Featuring insightful conversations with creative experts, this book will earn a place on the desks of executives, leaders, managers, and middle managers across industries, whose work requires them to understand and execute on branding initiatives, advertising campaigns, social media, and other customer-facing content"--
WorldCat record variable field(s) change: 050, 082, 650
Reseñas proporcionadas por Syndetics
CHOICE Review
This book packs a fast-paced set of best practices, checklists, and examples of outstanding marketing and advertising campaigns into a convenient handbook. Landa (Kean Univ.) brings dozens of experts along to share their expertise on incorporating creative processes and strategies into business strategy. As Landa makes clear, advertising and branding are key paths for growing a business, and organizational leaders and creative professionals need to clearly communicate their needs and values with one another and their customers. The book is strong on fundamentals and adds an important chapter on infusing creative strategy with a regard for diversity, equity, inclusion, and purpose-led marketing. There are many practitioner-oriented books similar to Landa's work, including Dib's 1-Page Marketing Plan (Page Two, 2018) and Caporale's Creative Strategy Generation (McGraw Hill, 2015). Landa's expertise and comprehensive approach to creative strategy make her field guide an important addition to a marketer's collection. Summing Up: Highly recommended. Undergraduates, two-year technical program students, practitioners, and general readers. --David Aron, Dominican UniversityNotas de autor provistas por Syndetics
Robin Landa is an expert in creative advertising, branding, graphic design, and social media, and has been called a "creativity guru," having published over 20 widely recognized books in her fields of expertise. Robin holds the title of Distinguished Professor of the Michael Graves College, Kean University, USA. She has won numerous awards for her design, writing, and research, and the Carnegie Foundation lists her among the greatest teachers of our time. Robin is a former chair of Design Incubation and serves as a creative consultant to the C-suites of international corporations. You can find out more about her work online at Robinlanda.com