Marketing & Strategy
First understand, then design. Otherwise design is just decoration.
The most common reason for expensive design without impact is a task that was never properly defined. "We need a new flyer" is rarely the problem. It's a guess about the solution.
That's why a conversation comes first instead of a briefing. Who should do something, what's stopping them, and where do they encounter you in the first place? After that, it's often clear that it's not the flyer. Sometimes it is the flyer after all, but a different one.
That takes one morning and regularly saves half a budget.
That's why a conversation comes first instead of a briefing. Who should do something, what's stopping them, and where do they encounter you in the first place? After that, it's often clear that it's not the flyer. Sometimes it is the flyer after all, but a different one.
That takes one morning and regularly saves half a budget.
Marketing & Strategy in the wild
Questions about Marketing & Strategy
- Do we need strategy or is design enough?
Design without prior clarification is decoration: it looks good and changes nothing. The strategy part is usually the shortest section of a project and the most consequential, because that's where you decide who you're addressing and which channels you can save.
- What exactly is in your hand at the end?
At the end, you have a positioning in one sentence that you can use yourself, a decision about which channels are worthwhile and which are not, a campaign concept across print, social and web, and a sequence: what first, what later, what not at all.
- Can you book this without a design brief?
Yes. Marketing and strategy can be commissioned individually, even if someone else does the implementation afterwards. Conversely, it's the part that I prefer not to skip on larger projects.
