All posts tagged: competitive analysis

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Game Changer: Finding A Brand’s Differentiator

As popular as it may be the old saying ‘ if you can’t beat them, join them’ is the exact opposite of what a brand should do to compete in the market place. Many companies can simply exist for a time employing this mantra, but eventually, the model will fail with too many players offering the same service. If there is one constant, its that the competition will never let up – there will always be an upcoming launch, a new product or a lower price. In this constant and yet, even increasing competitive marketplace, a brand’s point of view must be distilled to its clearest message possible. The stand out aspect – the differentiator – is what will attract notice, garner attention and lead to conversion opportunities. Though it may seem obvious enough for some, finding a company’s differentiating factor can be a difficult task. Here are a few ways to ensure that a…

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1 year, 10 months ago
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Anatomy of A (Successful) Creative Brief

We all know the optimistic feeling of winning a new client. The possibilities for the project are vast (at least as far as the budget will stretch) and the possibilities for creative are endless. With all the excitement, it’s far too easy to jump into a project, rushing with ideas and innovative approaches – both on the part of the client and the creatives. As the course of the project moves forward, inevitably, clients make changes, designers take liberties and as a result – the true message of the campaign can get lost in translation. This possibility for a communication breakdown can result in costly edits, time spent in development and meetings – or even worse, a stalled project. To combat the possibility of ill communication, a team must employ a few critical tools to aid in optimal workflow. Enter the creative brief – a document that could be described as the core of successful creative…

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2 years, 3 months ago