Strategic Creativity A Business Field Guide to Advertising Branding and Design 1st Edition by Robin Landa ISBN 9781032137797 1032137797

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Product details:

ISBN 10: 1032137797
ISBN 13: 9781032137797
Author: Robin Landa

Strategic Creativity A Business Field Guide to Advertising Branding and Design 1st Edition Table of contents:

1 Why Strategic Creativity

The Value of Strategic Creativity

What Constitutes Strategic Creativity and What Doesn’t

Employ an Effectiveness Scale

Quickstart Field Guide to Strategic Creativity

Interview with REI INAMOTO, Founding Partner of I&CO

Note

2 Thinking Creatively

The Power of Strategic Creativity

C.H.O.I.C.E. Thinking

C.H.O.I.C.E. Thinking plus Creative Prompts

The Strategic Creativity Effectiveness Scale

Interview with RICK COSGROVE, President of Agency EA

Notes

3 Strategically Creative Ideas

What’s In It For Me?

S.U.I.T.E.S. of Benefits

Brand Narrative Construct Alignment

Strategic Creativity

Idea Generation

Interview with ROSS CHOWLES, Professor of Practice at Michigan State University

Notes

4 Strategically Creative Copywriting

Thinking Like a Copywriter

The Strategically Creative Copy and Image Relationship

Quickstart Guide to Writing

Rhetorical Strategies

Copy Critique Rubric

Exercises: Start Writing

Interview with NICK SONDERUP, Executive Creative Director at Pereira O’Dell

Notes

5 Strategically Creative Design

Seeing Like a Designer

Just What Is Brand or Graphic Design?

Looking at Design Through the Lens of its Underlying Structure

Become Familiar with the Principles of Design

Composition Evaluation Checklist

Typography Basics

Exercise: Learning to Examine Typefaces

Pairing Type/Image Checklist

Interview with GAIL ANDERSON, Designer, Writer, and Educator

Interview with ALEXANDER ISLEY, Alexander Isley Inc.

Note

6 Branding & Art Direction

Thinking Like a Brand Storyteller

Brand Storytelling Archetypes

Thinking Like a Strategically Creative Art Director

Lodestar Ideas

What Makes a Good Integrated Campaign?

Brand Story and Art Direction Efficacy Tool

Interview with LISA SMITH, Executive Creative Director at Jones Knowles Ritchie

Notes

7 Diversity, Equity, Inclusion, & Purpose-led Marketing

Diversity, Equity, and Inclusion

Interrogating Creative Solutions

Social Responsibility

Interrogating Power

Interrogating Appropriation

Purpose-led Marketing

Social Responsibility Evaluation Scale

Interview with RICH TU, Vice President of Digital Design for the MTV Entertainment Group at ViacomCBS

Interview with OLU ADEWALURE, Art Director at The Bloc

Notes

8 Building a Culture for Results

Collective Purpose

The Power of Purpose

Culture of Positivity Yields Productivity

Creative Solutions Discussion Playbook and Critique Guide

Results Assessment Tool

Creative Collaboration: In S.Y.N.C.

Interview with NIREY REYNOLDS, Director of Creative Impact, North America at McCann Worldgroup

Interview with DONALD R. MARKS, PsyD, Associate Professor, Advanced Studies in Psychology, Kean University

Note

Index

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Tags: Robin Landa, Strategic Creativity, Business Field Guide, Advertising Branding