The best brand leader plays the most crucial role in the creative advertising process. While they are not designed to be experts, they need to know enough to make advertising decisions, but never enough to do the work.
With the increasing speed of advertising, brand leaders have taken one step in and often find themselves embedded in the creative development. If you are now doing the work, then who is critiquing and who is deciding if the work is good enough and if it fits your strategy? Even using “internal agencies” creates a blind spot. Brand leaders need to step back and let the creativity unfold.
You don't have to be creative, but you do have to enable creativity
It takes a unique leadership skill to be able to inspire, challenge, question, direct, and decide, without any expertise at all. As we engage experts, the respect we show can either inspire greatness or crush their creative spirit. From my experience, the best advertising people I have worked with would prefer to be pushed rather than held back. The last thing they want is for you to ask for their expertise, and then tell them what to do.
If you knew that being a better advertising client would result in better work, would you do it? Being good at advertising is something you can learn. I will show you how to judge and how to make decisions to choose the best advertising for your brand. Your advertising needs enough branded breakthrough to stand out from the market clutter, so your brand connects with consumers. It must have a motivating message to move consumers along their purchase journey, whether you want them to see, think, feel, do, or influence.
The thinking behind the creativity needed on your brand
The best marketing execution must balance being creatively different and strategically smart.
When your marketing execution is smart but not different, they get lost in the clutter. It is natural for marketers to tense up when the creative work ends up being “too different.” I have noticed in all parts of the business, marketers are trained to look for past proof as a sign something will work. However, when it comes to advertising or any other type of marketing execution, if the work starts too similar to what other brands have already done, then the advertising will be at risk of boring your consumers, so you never stand out enough to capture their attention. Push your comfort with creativity and take a chance to ensure your ad breaks through.
When ads are different but not smart, they will entertain consumers, but do nothing for your brand. Your advertising must be smart enough to trigger the desired consumer response to match your brand strategy.
How to handle yourself at the creative meeting
In your next creative advertising meeting, you should think fast with your instincts, while trying to represent your consumer. View the advertising through the eyes of your consumer. Try to see the work how they would see it. I would not even let my agency do a setup to the ads. I said, “Just show me the work as though I see it on TV.” I felt any setup or explanation clouded my judgment and impacted my instincts. As you are sitting in that decision-making hot seat at a creative meeting, here are challenging questions to ask yourself.
What does your gut instinct say? You might be coming from a 3-hour meeting and it is not easy to change speeds as you head into a creative meeting. Relax, find your creative energy, let it soak in, and use your quick-twitch instincts. Do you love what the ad has the potential to do? Will you be proud of this ad as your legacy?
Does the ad deliver the strategy? Slow down with some thinking time after the meeting. In a quiet place alone, make sure it delivers your strategy. Does the ad match up to the objective in the creative brief? Does it achieve the desired consumer response? Will it have an expected market impact and brand performance? Don’t over-think and talk yourself out of a good ad that works.
Will the ad build a bond with consumers? Will it speak directly to the consumer target, leverage consumer insights to connect, deepen our bond with our consumers, or build memories and rituals?
Does the ad fit with the brand and distinguish it in the market? Will it deliver the brand idea, leverage your creative assets, and fit with the tone of the brand? Does it use the functional or emotional benefits to own a competitive space that is motivating to consumers and ownable for the brand? Is the ad different enough to capture attention within the clutter? Does the creative naturally set up the main message and move consumers to think, feel, or act?
Making decisions on the creativity of your brand
You have three choices: Approve, reject, or change the work. From my experience, brand leaders rarely approve creative ideas outright. There also seems a reluctance or fear to reject outright. So marketers mistakenly assume their role is to change the ads. I see too many marketers come to the creative meeting with a pen and paper and start to write feverishly all the recommended changes they have for each ad. The problem is if we marketers are not talented enough to come up with the ad in the first place, why do we think we are talented enough to change the ad? You are a generalist, surrounded by experts. Use your experts.
Next time you go into a creative meeting, use the checklist, and score each point high, medium, or low. Look at the most significant gaps. Then, take those gaps, and create directional feedback, to move the creative team. Stop giving the creative team your solutions, and give them new problems. Think of your feedbacks a game, where you want to move the creative work into a better space, without giving them the exact answer. If the creative brief is a “box” that creates a problem for the creative team to figure out, then use your feedback to create a new “box” for them to solve. Use your feedback to challenge and create a new problem for your agency to figure out the solution.
The best creative people I know would rather be pushed to do better work, then held back to settle for OK work. Our greatness as a brand leader has to come from the experts we engage, so they will be inspired to reach for their own greatness and apply it to our brand.
This type of thinking can be found in our books, Beloved Brands and B2B Brands
Learn to think, define, plan, execute and analyze
- You will find strategic thinking models and examples for each of the four strategic thinking methods, looking at core strength, competitive, consumer, and situational strategies.
- To define the brand, I will provide a tool for writing a brand positioning statement as well as a consumer profile and a consumer benefits ladder. I have created lists of potential functional and emotional benefits to kickstart your thinking on brand positioning. We explore the step-by-step process to come up with your brand idea and bring it all together with a tool for writing the ideal brand concept.
- For brand plans, I provide formats for a long-range brand strategy roadmap and the annual brand plan with definitions for each planning element. From there, I show how to build a brand execution plan that includes the creative brief, innovation process, and sales plan. I provide tools for how to create a brand calendar, and specific project plans.
- To grow your brand, I show how to make smart decisions on marketing execution around creative advertising and media choices.
- When it comes time for the analytics, I provide all the analytical tools you need to write a deep-dive business review, looking at the marketplace, consumer, channels, competitors and the brand. Write everything so that it is easy to follow and implement for your brand.