For decades, communication agencies, brands and industry festivals have championed creativity as a way for communication to be more effective in brand building. For this they have used a very specific symbol: the ladder.
In Get Real, Get Creative, we have found that while there are many different paths to creativity and effectiveness, there is one particular muscle we have learned time and time again makes a difference as one essential source of creative inspiration: getting “Real”.
We have uncovered four different dimensions of Real that matter if you want to climb the creativity and effectiveness ladders and develop award winning, magical, and extraordinary advertising.
Four dimensions of Real:
- THE POWER OF REAL CONTEXT: Understanding the broader context that people live in – social, tribal, economic trend that affect and excite them.
- THE POWER OF REAL INSIGHT: Exploring people’s current category and brand experiences, their aspirations, the tension they currently live through.
- THE POWER OF REAL PURPOSE: Uncovering what the brand genuinely offers, what it does, the role it can play in people’s lives.
- THE POWER OF REAL DISTINCTIVENESS: Revealing a real point of difference about the brand, which can be the springboard to telling a unique, more creative story.
Language Matters: Good practice for representing diverse identities
In this piece we provide a deep dive into good practice for the language used when referring to groups of people and outline some important principles to consider when it comes to speaking about and representing diverse communities.