How to Talk to Creative People About Branding

by Steve McNamara

Published on July 26, 2005

Tags: Branding, Collaboration, Copywriting, Creativity, Customer Relationships, Logos, Targeting

You've seen this scenario: Helen Chan, Queen of Client Services, walks all excited into the office of Andy Oz, the recently hired King of Creative. Her hands are animated as she announces, "We're pitching MegaGlobal in two weeks! We need a Big Brand Idea!"

Andy looks up and removes his glasses. "Cool" he says, as he wonders, What the %#*! does she mean, Big Brand Idea?

Cut to you, right now, reading at your monitor.

Yes, you.

Here's a pop quiz. Define "brand." Go ahead, jot something down. And if you're really clever, define "Big Brand Idea." I'll wait.

All done?

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Steve McNamara is a freelance ad guy and the publisher of AdCracker.com. He has been a creative director and copywriter at JWT, BBDO and, on the client side, at Capital One. Reach him at steve@adcracker.com.

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