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19 Cards in this Set
- Front
- Back
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Strategic Design |
design based on specific set of well-defined, established goals |
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The creative brief |
used to develop creative deliverables |
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Logo |
define the product
communicates a primary benefit communicates clearly long-term and enduring a device that reveals more than meets the eye |
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Identity |
overall look and feel of one's brand visually and verbally color, paper, design, typography, and copy the personality |
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Brand Equity |
value and recognition |
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Brand |
products are made in the factory, but brands are created in the mind the principles of branding are universal |
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Marketing |
vehicle in which we deliver the brand and its message |
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Positioning |
physical activity enthusiasts |
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Anatomy of Brand Position |
1. Target Market 2. Frame of Reference (the specific market) 3. Point of Difference |
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What it looks like (Brand Position) |
To (target market), (company here) is the (frame of reference) that (point of difference) |
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Image Ads typically.. |
don't need a lot of copy
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Things like cars, typically... |
need a lot of copy |
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Copywriting objectives |
get their attention speak to your target (write to one individual) give them a benefit connect with them emotionally think verbally and visually write fluidly tell them to do something |
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Tricks of the trade |
give them a direct benefit use a reverse benefit say what your product doesn't do use an interesting fact arouse their curiosity use borrowed interest wisely (news, culture, history) ask a question use a metaphor or simile make a comparison twist a cliche play off a current event exaggerate borrow a phrase, quote, or lyric find a USP play with the literal meaning of words write colloquially and conversationally there are no rules |
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Tips on writing taglines |
make it unique to product make it broad enough encourage company to use it |
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Is it a good ad? |
Does it get your attention? How's the layout? Does the copy flow? Is the benefit clearly stated? Is it clear what the reader should do? (call to action) |
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Leo Burnett |
founded the Leo Burnett Company, Inc. past: ads focused on words inherent drama (red on red meat image) |
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David Oguly |
story appeal: photograph makes you want to read the copy (The man in the hathaway shirt ad) |
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Visual Hierarchy |
1. Image 2. Headline 3. Body Copy |
