“The foundation and creative strategy provide a coherent basis for the product/service’s design and content execution.” Along with the social media and digital revolution, especially now that choices are executed at the end of our fingers, consumers will react emotionally as well as rationally to a brand or product and are as likely to make decisions based on their feelings about a product as for the product’s functionality or quantifiable attributes.
There are many example of this but one most recent is in the Apple products: the iMac, iPhone, iPod, iTouch, etc– best-selling in their categories even though consumers can easily find a comparable product at a lower price.
Apple offers a “holistic” experience that’s supported in every way the consumer interacts with the brand—through the advertising, packaging, product design and functionality, they create an emotional connection that’s so strong consumers will pay hundreds of dollars more for an Apple versus a technologically comparable PC. The advertising campaign reinforces an irreverent attitude and iconoclastic vision. Their product design humanizes the device making in actually, “lovable.”
The “holistic” brand is created through a totality of consistent, compelling and meaningful user experiences. At CA Square, we’ve been creating these types of holistic brands for years. TV marketing necessitates consistent communication in a variety of forms and media. The tone, visual style and sensibility must have a single strategic basis that conveys the brand’s vision to the audience 24 hours a day, 365 days a year.
This strategic brand analysis and creation process which ends with a brand print deliverable, can be divided into the follow three distinct, but parallel parts.