Mark McGuinness www.wishfulthinking.co.uk - inspiring creative professionals Photo by urbancow Some rights reserved This e-book published by Mark McGuinness‚ London 2008 Text © Mark McGuinness 2008 This e-book is published under a Creative Commons licence which allows you to copy and distribute the e-book as long as you keep it intact in its original format‚ credit the original author and do not use it for commercial purposes. Web: www.wishfulthinking.co.uk Blog: www.wishfulthinking
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01_Introduction The reputation of any business ultimately depends on the quality of its products. High quality products need high quality people to create‚ design‚ produce and deliver them. So if a business is to maintain its reputation it needs to do well at recruiting high quality employees. For any business offering a large element of personal service‚ an ability to recruit‚ train and retain high quality staff is particularly vital. This Case Study looks at how McDonald’s‚ the world’s
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Advertising Creative objections Creative objective and strategy statements serve three purposes 1. Continuity in advertising 2. Guidance and direction to the agency 3. A framework for evaluation Ex. Of creative objectives: A. to increase frequency of use or variety of use B. to attract new targets C. to encourage trial purchases Creative Strategy * Deals with how an advertised product appeals to its target market * Creative team must come up with the central theme or that
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------------------------------------------------- Case 2: Mountain Man Brewing Company Prepared for: Marketing 181 Date: February 9‚ 2011 ------------------------------------------------- Question 1: There are many factors that have enabled MMBC to create a strong brand. These include: taste‚ perceived quality‚ image‚ tradition‚ and authenticity. Taste is achieved through a selection of rare Bavarian hops and unusual strains of barley creating a defined Mountain Man quality. In addition‚ Mountain Man Lagers’ distinctively
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SAMPLE CREATIVE BRIEF EntertainXYZ Web Site Redesign Creative Brief Project Summary: EntertainXYZ is an award-winning on-air branding agency providing innovative solutions for the film and television industry. Known only to a niche community in the local industry‚ EntertainXYZ is seeking a redefined online presence and identity - to promote the company’s unique approach and vision to a global audience. Additionally‚ EntertainXYZ would like to promote additional capabilities including print
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promote Rob Parson to the post of managing director or not because of his prior implicit commitment to him and the extremely bad performance reviews about him from his colleagues. 3. Paul Nasr is over cautious about his actions as he himself is fairly new to the organization. 4. Situation has been worsened because Paul has always been diplomatic while talking to Rob about his wrong doings and also because employees might feel that he is protecting Rob since he knew him prior to joining MS. 5. Also‚ this
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Famous Creative Thinkers Creative Minds and Critical Thinking/PHL 458 Edwin Rudd Persuasive Communication Format The format chosen for Team B’s audience is a social media campaign. Using the many types of social media for reaching out to vehicle drivers is a good way to get our message out. Having a strong social media presences on the web is the key to reaching everyone’s interest. If applied correctly campaigning with social media can bring noteworthy success to our campaign. Social Media
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in the Units 1 and 2 Individual Project. In the U2 IP‚ you began developing ideas for a new campaign. This week you will begin writing a creative brief. Part 1: Background Analysis Based on your U1 situation analysis‚ analyze critical issues facing the company that could be addressed in an IMC campaign. List and analyze the top 3 critical issues. Determine what issue must be addressed in this new campaign. It is necessary to back up your decisions with theory from the text or expert
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Audience 12 References 13 Problem How can Intrawest increase the number of rider days at Whistler Bike Park by 20‚000 for the 2008 season? Facts • Bike parks opens May 19 to October 10‚ extended hours in the regular season‚ starting in June • Mountain bike admission (includes helmet): adult: $69/ ½ day‚ $99 full day; Youth: $50 / ½ day‚ $65 / full day • Day lift tickets: early season: adult: $40‚ youth: 35; regular season: adult: $47‚ youth: $41 • Safety equipment rental (arm & leg
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Understanding Your Brand’s Components: Creative Strategy and Theme 1. Using the techniques you have developed thus far in the course‚ research your company and collect information to address these topics: Explain the emotional and functional relationships your company’s products have with its target consumer base. You’ll have seen creative themes being implemented for this brand over time. Which of those themes do you think were effective? How did they effectively reach you‚ or not? As a restaurant
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