CHASING GREAT, Storytelling

Why is storytelling so powerful in the digital age? In times of message saturation and information overload, it is harder then ever to cut through the noise. With so much information and data it’s difficult to cut through the clutter. We respond and remember stories. Great stories instruct and connect with us emotionally to communicate meaning. Great stories engage us in the narrative, create an emotional connection, help us understand concepts and great stories inspire us to action. A successful brand is built on purpose, its core promises and the customer experience. Storytelling is the best way to capture attention and hearts and minds of your customers. 

CHASING GREAT, The Creative Process

The process of going from an idea to a script to a storyboard to a final project. Everyone approaches it it a bit differently but the one thing everyone has in common is a process. My scriptwriting teacher would always give his students small notebooks. “Do your research plot out your story and then go for a walk”. Thank you Irv Bauer. It’s a process I use and it works. How do you approach your creative process. The insights that turn into the ideas come when your subconscious is free to roam. Daydream and explore. Fill your palette.

Check out “Steal Like An Artist” by Austin Kleon

CHASING GREAT, The Brand (New) View

Branding is our DNA. The Brand (New) View is a process developed over the years working with brands like Adidas, DuPont, Fila and Gore-Tex. It comes down to one word. Why?. Why should the viewer care and why is your product or service the best for me. Answer that question and you have the beginning of your brand exploration

CHASING GREAT, Design

Design is your calling card. It’s the first impression and the beginning of how people will summarize who we are. It’s a consistent look and feel that is the expression of our style and esthetic. It’s familiar and keeps your messaging looking like it all coming from the same place. From logos to stationary to signs to ads to videos…design keeps it all together.

CHASING GREAT, Ideas

Creative thinking is the pathway to new ideas. It’s about filling your mind with knowledge and experiences and then making new connects to solve your current problems or marketing challenges. I love to study and read about how ideas are formed. It amazes me when I learn of a new solution to an old problem that just seems perfect and right. Why didn't I think about that ! The why is what I’ll be examining.

The production process. Technology is changing everything. We have the tools and the resources and amazing software is being introduces everyday. Steven Jobs said his goal was to give everyone the tools to be their own content studios. This is great and quit awful at the same time. So much content, so little time. But thank you Steven Jobs, you really made the word a better place.