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Author : Howard Ibach
Publisher : Unknown
Page : 142 pages
File Size : 42,6 Mb
Release : 2020-12-15
Category : Business & Economics
ISBN : 0578808757
Author : Howard Ibach
Publisher : Unknown
Page : 146 pages
File Size : 52,5 Mb
Release : 2015-06-09
Category : Electronic
ISBN : 0692425764
A graphic textbook that provides a detailed explanation of, and training on how to write, a communications objectives document called the "creative brief." This document is the first step in the creative process used by advertising agencies, in-house creative departments and marketing services companies.
Author : Howard Ibach
Publisher : iUniverse
Page : 113 pages
File Size : 41,5 Mb
Release : 2009-08-26
Category : Business & Economics
ISBN : 9781450249874
"All of the above in a charming, personable, tongue-in-cheek style that makes How to Write an Inspired Creative Brief not only a pleasure to read, but a well-nigh essential foundation on which to build a successful advertising career." -Dave Butler, Creative Director (retired ), TBWA/CHIAT/Day, Los Angeles "Howard Ibach has written the essential brief for the briefers, a simple, memorable, enoyable book for those who need to practice the art of strategic reduction for a living. He expounds several oft-forgotten principles: simplicity, clarity, collaboration." -Steve Wehrenberg, CEO, Campbell Mithum Advertising, Minneapolis
Author : Yadira Santana-Dowling
Publisher : Unknown
Page : 38 pages
File Size : 55,9 Mb
Release : 2020-04-22
Category : Business & Economics
ISBN : 1922405698
The Four Day Creative Brief is a practical guide to writing a creative brief - the document used as a spring board to advertising campaigns and any communication geared to the masses. It walks the reader step by step through the research, writing and presentation that goes on in a strategist's typical day, helping to build confidence and clarity into the process for up and coming professionals.
Author : John Hegarty
Publisher : Thames & Hudson
Page : 128 pages
File Size : 47,7 Mb
Release : 2014-04-22
Category : Business & Economics
ISBN : 9780500771938
A look into what lies behind creativity from one of the advertising industry's leading players Creativity isn’t an occupation; it’s a preoccupation. It is challenge for everyone in the modern world—from business and advertising to education and beyond. Here, the world-famous advertising creative John Hegarty offers a pocket bible of creative thinking, aimed at provoking, challenging, and inspiring greater heights of innovation. From Renaissance art to rock ‘n’ roll, Hegarty takes a wide-angle view of creativity as he sets out to demystify the many ups-and-downs that can arise during the creative process. Paralyzed by the blank page? Daunted by cynics in the workplace? Money leading you astray? Hegarty combines personal experience and anecdotes along with clear, pragmatic, and good-humored insight into tackling all creative challenges head on. Over fifty entries, including “Good is the Enemy of Great,” “Respect Don’t Revere,” “Get Angry,” and “Bad Weather” relay useful and generous advice on how best to improve, sustain, and nurture creativity in any profession. Accompanied by copious irreverent line drawings from Hegarty’s own sketchpad, Hegarty on Creativity is concise, accessible, and richly rewarding.
Author : Kate Page,Stephen Page
Publisher : Createspace Independent Publishing Platform
Page : 52 pages
File Size : 40,6 Mb
Release : 2014-09-05
Category : Design
ISBN : 1500806455
It takes imagination to create something that is meaningful and to do it you need an inspiring creative brief. We know, however, that writing a brief is a challenge. A good one not only clearly sets out business objectives, potential strategy, and target audience insights, it also, just as importantly, inspires people. It's a daunting task, because when writing a brief, you know you are directly influencing the campaign's potential. This book therefore has two objectives: To facilitate collaboration between business-minded people and creative people, so that a stimulating brief is written, inspiring those responsible for producing a great campaign. To help ensure that the brief is clear, informative and has well-defined objectives.
Author : Mary Fox
Publisher : Harbour Publishing
Page : 240 pages
File Size : 40,6 Mb
Release : 2020-09-12
Category : Biography & Autobiography
ISBN : 1550179381
Acclaimed potter Mary Fox, known for creating stunning gravity-defying decorative vessels as well as contemporary functional ware, tells the story of her life as an artist.
Author : Howard Ibach
Publisher : Unknown
Page : 110 pages
File Size : 41,8 Mb
Release : 2018-05-04
Category : Business & Economics
ISBN : 0692120009
In a step-by-step process, Howard demonstrates how five key ingredients on every creative brief work together to produce the single-minded proposition (SMP), the singular message that explains your brand's promise. Then he introduces you to two thought leaders who offer alternative ideas on where the creative brief can go.
Author : Carol Eikleberry
Publisher : Ten Speed Press
Page : 244 pages
File Size : 55,8 Mb
Release : 2010-11-03
Category : Business & Economics
ISBN : 9780307768506
You don't have to stifle your creative impulses to pay the bills. For anyone who's ever been told, "Don't quit your day job," career counselor Carol Eikleberry is here to say, "Pursue your dreams!" Now in its third edition, her inspiring guide provides knowledgeable career guidance, real-life success stories, and eye-opening self-evaluation tools to help artistic individuals figure out how to remain different, unconventional, and hard-to-categorize while finding work they love. The revised third edition of the popular guide for offbeat individuals seeking work that suits their unique skills, talents, and passions. Updated throughout, including new inspiration and tips for keeping a creative job notebook. Descriptions of more than 270 creative jobs, from the mainstream (architect, Web designer) to the unexpected (crossword-puzzle maker, police sketch artist). Previous editions have sold more than 60,000 copies.Reviews“What a great manual for young rebels and older freethinkers who are plotting their next career move.”—Boston Globe From the Trade Paperback edition.
Author : Jesse Schell
Publisher : CRC Press
Page : 935 pages
File Size : 50,9 Mb
Release : 2019-07-31
Category : Computers
ISBN : 9781351803632
The Art of Game Design guides you through the design process step-by-step, helping you to develop new and innovative games that will be played again and again. It explains the fundamental principles of game design and demonstrates how tactics used in classic board, card and athletic games also work in top-quality video games. Good game design happens when you view your game from as many perspectives as possible, and award-winning author Jesse Schell presents over 100 sets of questions to ask yourself as you build, play and change your game until you finalise your design. This latest third edition includes examples from new VR and AR platforms as well as from modern games such as Uncharted 4 and The Last of Us, Free to Play games, hybrid games, transformational games, and more. Whatever your role in video game development an understanding of the principles of game design will make you better at what you do. For over 10 years this book has provided inspiration and guidance to budding and experienced game designers - helping to make better games faster.
Author : John Ingledew
Publisher : Unknown
Page : 224 pages
File Size : 47,5 Mb
Release : 2011
Category : Communication in design
ISBN : 178627454X
Annotation A source book of visual ideas and strategies for visual communication How to Solve any Creative Brief: An A Z of Ideas explains the key ideas, sources of inspiration and visual techniques that have been used throughout design history. Aimed principally at the student market, the book shows where ideas and inspiration come from and helps unlock the reader s creativity, providing numerous strategies to help solve creative briefs and design problems. Using an upbeat, dynamic and easy-to-understand A Z format, the book reveals techniques that can be exploited to deliver ideas with greater impact, with each entry offering a different starting point. Entries include everything from Intuition and Instinct to Happy Accidents and Hidden Messages, and feature a section explaining how to use the idea or technique, providing readers with an infallible tool kit of inspiration. Including hundreds of inspirational quotes from creative people and packed with greatexamples of advertising campaigns, posters, book and magazine covers, illustrations and editorial images, this indispensable creative primer also includes previously unpublished photographic work.
Author : Garr Reynolds
Publisher : Pearson Education
Page : 316 pages
File Size : 45,7 Mb
Release : 2009-04-15
Category : Business & Economics
ISBN : 9780321601896
FOREWORD BY GUY KAWASAKI Presentation designer and internationally acclaimed communications expert Garr Reynolds, creator of the most popular Web site on presentation design and delivery on the Net — presentationzen.com — shares his experience in a provocative mix of illumination, inspiration, education, and guidance that will change the way you think about making presentations with PowerPoint or Keynote. Presentation Zen challenges the conventional wisdom of making "slide presentations" in today’s world and encourages you to think differently and more creatively about the preparation, design, and delivery of your presentations. Garr shares lessons and perspectives that draw upon practical advice from the fields of communication and business. Combining solid principles of design with the tenets of Zen simplicity, this book will help you along the path to simpler, more effective presentations.
Author : Graham Robertson
Publisher : Createspace Independent Publishing Platform
Page : 228 pages
File Size : 44,5 Mb
Release : 2018-01-06
Category : Electronic
ISBN : 1983625884
"Beloved Brands is a book every CMO or would-be CMO should read." Al Ries With Beloved Brands, you will learn everything you need to know so you can build a brand that your consumers will love. You will learn how to think strategically, define your brand with a positioning statement and a brand idea, write a brand plan everyone can follow, inspire smart and creative marketing execution, and be able to analyze the performance of your brand through a deep-dive business review. Marketing pros and entrepreneurs, this book is for you. Whether you are a VP, CMO, director, brand manager or just starting your marketing career, I promise you will learn how to realize your full potential. You could be in brand management working for an organization or an owner-operator managing a branded business. Beloved Brands provides a toolbox intended to help you every day in your job. Keep it on your desk and refer to it whenever you need to write a brand plan, create a brand idea, develop a creative brief, make advertising decisions or lead a deep-dive business review. You can even pass on the tools to your team, so they can learn how to deliver the fundamentals needed for your brands. This book is also an excellent resource for marketing professors, who can use it as an in-class textbook to develop future marketers. It will challenge communications agency professionals, who are looking to get better at managing brands, including those who work in advertising, public relations, in-store marketing, digital advertising or event marketing. "Most books on branding are really for the MARCOM crowd. They sound good, but you find it's all fluff when you try to take it from words to actions. THIS BOOK IS DIFFERENT! Graham does a wonderful job laying out the steps in clear language and goes beyond advertising and social media to show how branding relates to all aspects of GENERAL as well as marketing management. Make no mistake: there is a strong theoretical foundation for all he says...but he spares you the buzzwords. Next year my students will all be using this book." Kenneth B. (Ken) Wong, Queen's University If you are an entrepreneur who has a great product and wants to turn it into a brand, you can use this book as a playbook. These tips will help you take full advantage of branding and marketing, and make your brand more powerful and more profitable. You will learn how to think, define, plan, execute and analyze, and I provide every tool you will ever need to run your brand. You will find 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 execution around creative advertising and media choices. When it comes time for the analytics, I provide all the 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. My promise to help make you smarter so you can realize your full potential.
Author : Kenneth Roman
Publisher : HarperPrism
Page : 164 pages
File Size : 49,6 Mb
Release : 1995
Category : Language Arts & Disciplines
ISBN : CORNELL:31924084571698
Writing That Works is a concise, practical guide to the principles of effective writing. In this revised and updated edition, Roman and Raphaelson reveal how to improve memos, letters, reports, speeches, resumes, plans, and other business papers. Learn how to say what you want to say with less difficulty and more confidence.
Author : Pamela Douglas
Publisher : Unknown
Page : 0 pages
File Size : 55,9 Mb
Release : 2007
Category : Television authorship
ISBN : 1932907343
Some of todays top television writers and producers share their insight and explain the unique craft of writing a drama series for television and how the industry really works.