|
 This
is where I intend to start posting pieces about the promises that get
made for brands. For a full explanation about brand promise go to the
Playing Field section which has a page on brand promise. There's also
an related page in the chachachange section on changing attitudes.
We start
with a number of topics: A piece on content. A piece on propositions.
And ad
planner Sarah Musgrave's page on creative briefing
based on her past experience
working
in new
media
and
design. But most recently we take on that old chestnut - if they say they
like it will they buy it?
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Licking
Liking:
We all love being popular, making popular advertising and working
on popular brands - but that doesn't mean there's a correlation
between liking and commercial success
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Briefing
by design: Sarah Musgrave does a little crossover briefing
using techniques she has developed working with designers
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Dis-content:
Its time agencies started helping their clients to discover
and develop content by the yard and stopped ripping
them off with one-off disposable content
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Unfeasibly
big propositions:
a lighthearted look at that old chestnut the proposition with
the help of a hugely overexposed product category and a pair
of double entendres
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Brand Promise 
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