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Planning Is Discovery, Creativity Is Reappearance.

2011/6/14 11:44:00 45

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Planning Discovery Creativity Reappearance

If planning is a process of discovery, creativity is the result of "reappearance".

How to reproduce it?

Planning and planning

Originality

People all call it the core competitiveness of the advertising industry, and many people in the industry talk about it.

Plan

"Secrets" and "creative tricks", is a simple problem of tedious and metaphysical.

In fact, it is necessary for us to open up the mysterious veil of planning and creativity, find its essence and push it to the most effective and simplest track.

A good plan should not be a schemer.

create

It should be precisely through careful and thorough exploration and exclusion that it will find the solution that has already existed.

The world originally had good strategies, but because of its lack of good looking eyes, it was hidden in dark corners with the planners playing hide and seek.

A good strategy comes from three discoveries: the first discovery is to find consumer needs that exist but have not yet been discovered and try to satisfy them, or to discover the unmet needs of consumers and guide them into real needs.

In this way, problems are found and solutions follow. The second finding is that finding the brand of Achilles' heels with reference to brands or leading brands can find their vital gate, and shoot out the arrow of their lives decisively and forcefully, so that they can find the way to grow for their brands, and even directly kill the competing products. The third finding is to discover the "super energy" that they own and compete with the products, so that they can take the initiative offensive principle that is based on me, the enemy moves me, the enemy does not move, and I also move.

My dear friends, when planning again, we may as well give up the artificially synthesized strategic direction through painstaking efforts, and try to find out the strategic thinking of pure natural ecology.

This is an era of natural pursuit.

If planning is a process of discovery, creativity is the result of "reappearance".

How to reproduce it?

Remember, it must be the reduction of "typical" life fragments. Only the "typical" can be impressive and easy to remember. Only the "typical" can touch the softest depths of the consumer. The second reappearance is to reproduce the ideal model prototype of "tomorrow" which is stored in the minds of the audience. They are always yearning for the beautiful realm of life that has never been realized. It is because they have been longing for it to be so interesting that they are more willing to mentally massage in the imagination because they have never been realized. The third representation is to reproduce the memories of the audience yesterday and let them return to the past years and stories. It may be more than the following forms: the first representation is to reproduce the typical life prototype of the audience today.

Of course, creative techniques have been written by many creative masters at home and abroad. Although I am not good at talking about creative techniques, I just want to talk about the way of creativity.

In short, planning is discovery, creativity is reproduced, the main point is to point out that whether the strategy or creativity, the most important source should come from the consumers, by presenting the real fragments of their real life or the ideal segment that they most desire to happen, let them move, let them move on and let them act.