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W+K, Miller High Life Creative Brief
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I recently came across a great place to start. A guide to marketing written in 1974 that, incredibly, is just as fresh, vibrant and applicable in 2018. Stephen King is the godfather of modern strategic planning, or ‘account planning’ as it was referred to then. This guide was created to help others in ’70s JWT understand the process of marketing and brand building. The document was typed out and photocopied, and has resurfaced in the last few years. It’s eerily accurate and still incredibly applicable to the modern problems brands face.
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Advertising agency Wieden+Kennedy's exceptionally well-written creative brief for Miller High Life. Insightful+Inspired. Courtesy of Sarah Thompson (now CEO, Droga5).
W+K, Miller High Life Creative Brief
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Martin Davidson
Абсолютный мастрид для каждого маркетолога, бренд-менеджера и стратега от Мартина Вайгеля, Head Of Strategy Wieden+Kennedy. Вспомним о главном, ага.
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I recently came across a great place to start. A guide to marketing written in 1974 that, incredibly, is just as fresh, vibrant and applicable in 2018. Stephen King is the godfather of modern strategic planning, or ‘account planning’ as it was referred to then. This guide was created to help others in ’70s JWT understand the process of marketing and brand building. The document was typed out and photocopied, and has resurfaced in the last few years. It’s eerily accurate and still incredibly applicable to the modern problems brands face.
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The Dictionary of Brand: Sponsored by Google. Written by Marty Neumeier. Designed by Liquid. Before Google came on the scene, advertising was little more than one-way communication—companies talking “at” their customers instead of “with” their customers. But thanks to web communications, customers can now “talk back” to companies, turning brand-building into job one for all competitive businesses. Google recently established BrandLab, an innovative workshop-based program and collaborative center dedicated to helping brands get the most out of the web through education, inspiration, and hands-on practice. One of BrandLab’s first acts was to publish The Dictionary of Brand. Google asked Liquid to write and design this groundbreaking book—no easy task in a world where definitions are evolving daily. Sponsored by Google. Designed in Silicon Valley by Liquid. Liquid’s Director of Transformation, Marty Neumeier, has written several definitive books on brand strategy, including The Brand Gap, Zag, and The Designful Company. Now he’s written an exciting reference that is destined to join these titles on every brand-builder’s desk: The Dictionary of Brand. The new book—commissioned by Google—is a “relational” glossary containing 500 interconnected terms in brand strategy, advertising, design, innovation, and management. As part of their curriculum to help companies build their brands and connect with global customers, Google BrandLab provides copies of The Dictionary of Brand to every agency and client it collaborates with—a roster that includes companies such as Capital One, Coca-Cola, and Toyota. Why a dictionary? Brands are increasingly built by specialists, and specialists can only succeed through collaboration, which depends on a common language. The Dictionary of Brand is the first step in creating a “linguistic foundation”—a set of terms that allow specialists from different disciplines to work together in a larger community of practice. Although many of the terms are widely used by brand specialists, some haven’t yet appeared in other dictionaries. There are no copyright restrictions on republishing any these definitions word for word; all that’s needed is a credit line. Want a copy, here you go! As Marty Neumeier says, “Brand is the most powerful business tool since the spreadsheet.” Since we are in the business of helping companies build brand values, we are making The Brand Dictionary—otherwise available only to BrandLab participants—available free online as a SlideShare document. Download your copy of The Brand Dictionary and begin redefining the ways we speak and think about brand experience.
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