Tag Archives: creativity
The pitfalls of thinking tactically.
“We’re looking for a 2:30 to 3:00 video.” That’s a common statement I hear on calls with clients about new projects. What I want to know is: Why? What got that length of time in their head? I’m sure if someone at a cocktail party came up to them and asked about a new product, the answer would be either … Continue reading
Was the Old Spice campaign marketing? Or market research?
Yesterday, my Brand Aperture cohort wrote a great post, examining the extent to which consumers discuss brands on Twitter, by the numbers. The points and questions he raised got me thinking about many things. But for this post I’ll concentrating on the following question: If the data is plentiful and brands could *potentially* find insights on Twitter… what does the … Continue reading
Metrics Make More Successful Creative
A New Approach to Marketing Research and Creativity.
The Brand Aperture Blog exists to explore the connection between real-time research and 21st century brand expressions. Think about it in the simple terms of… Heisenberg’s Uncertainty Principle. It’s not as complicated as you may think, and the relevance of the theory to marketing in today’s digital marketplace is fairly clear. In a nutshell, the Principle states that certain physical … Continue reading
