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E-raamat: Strategic Creativity: A Business Field Guide to Advertising, Branding, and Design [Taylor & Francis e-raamat]

  • Formaat: 194 pages, 38 Halftones, color; 31 Halftones, black and white; 38 Illustrations, color; 31 Illustrations, black and white
  • Ilmumisaeg: 02-Jun-2022
  • Kirjastus: Routledge
  • ISBN-13: 9781003230786
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  • Taylor & Francis e-raamat
  • Hind: 161,57 €*
  • * hind, mis tagab piiramatu üheaegsete kasutajate arvuga ligipääsu piiramatuks ajaks
  • Tavahind: 230,81 €
  • Säästad 30%
Strategic Creativity: A Business Field Guide to Advertising, Branding, and DesignSuurem pilt
  • Formaat: 194 pages, 38 Halftones, color; 31 Halftones, black and white; 38 Illustrations, color; 31 Illustrations, black and white
  • Ilmumisaeg: 02-Jun-2022
  • Kirjastus: Routledge
  • ISBN-13: 9781003230786
Teised raamatud teemal:
Taylor & Francis e-raamatudRohkem infot Taylor & Francis e-raamatute kohta
Raamatu kodulehekülg: https://www.taylorfrancis.com/books/9781003230786
The secret weapon for business experts to ensure strategically creative results, this is an indispensable field guide to evaluating creative advertising, branding, and design ideas and solutions, and to working with creatives.

Strategic Creativity is a fundamental resource that enables business professionals to stand out amongst their colleagues and enhance their ability to communicate the creative "why" throughout their organizations, and it covers what every business expert should fully comprehend about the creative process. To effectively grow a business and reach the right audience or move a brand forward, advertising and branding need to be relevant, engaging, and worth peoples time. This book contains what a CEO, CMO, manager, business owner, or client didnt learn about the creative side of advertising and design in business school.

Featuring insightful conversations with creative experts, this book will earn a place on the desks of executives, leaders, managers, and middle managers across industries, whose work requires them to understand and execute on branding initiatives, advertising campaigns, social media, and other customer-facing content.
Foreword xiii
Acknowledgements xv
Preface xvii
1 Why Strategic Creativity
2(16)
The Value of Strategic Creativity
2(1)
What Constitutes Strategic Creativity and What Doesn't
3(1)
Employ an Effectiveness Scale
4(1)
Quickstart Field Guide to Strategic Creativity
5(5)
Interview with REIINAMOTO, Founding Partner of I&CO
10(5)
Note
15(3)
2 Thinking Creatively
18(14)
The Power of Strategic Creativity
18(1)
C.H.O.I.C.E. Thinking
18(1)
C.H.O.I.C.E. Thinking plus Creative Prompts
19(5)
The Strategic Creativity Effectiveness Scale
24(1)
Interview with RICK COSGROVE, President of Agency EA
25(5)
Notes
30(2)
3 Strategically Creative Ideas
32(24)
What's In It For Me?
32(1)
S.U.I.T.E.S. of Benefits
32(1)
Brand Narrative Construct Alignment
33(3)
Strategic Creativity
36(3)
Idea Generation
39(8)
Interview with ROSS CHOWLES, Professor of Practice at Michigan State University
47(7)
Notes
54(2)
4 Strategically Creative Copywriting
56(18)
Thinking Like a Copywriter
56(2)
The Strategically Creative Copy and Image Relationship
58(1)
Quickstart Guide to Writing
59(3)
Rhetorical Strategies
62(3)
Copy Critique Rubric
65(1)
Exercises: Start Writing
65(2)
Interview with NICK SONDERUP, Executive Creative Director at Pereira O'Dell
67(5)
Notes
72(2)
5 Strategically Creative Design
74(26)
Seeing Like a Designer
74(1)
Just What Is Brand or Graphic Design?
74(1)
Looking at Design Through the Lens of its Underlying Structure
75(1)
Become Familiar with the Principles of Design
75(10)
Composition Evaluation Checklist
85(1)
Typography Basics
85(2)
Exercise: Learning to Examine Typefaces
87(1)
Pairing Type/Image Checklist
87(1)
Interview with GAIL ANDERSON, Designer, Writer, and Educator
88(3)
Interview with ALEXANDER ISLEY, Alexander Isley Inc
91(7)
Note
98(2)
6 Branding & Art Direction
100(36)
Thinking Like a Brand Storyteller
100(4)
Brand Storytelling Archetypes
104(2)
Thinking Like a Strategically Creative Art Director
106(3)
Lodestar Ideas
109(4)
What Makes a Good Integrated Campaign?
113(6)
Brand Story and Art Direction Efficacy Tool
119(1)
Interview with LISA SMITH, Executive Creative Director at Jones Knowles Ritchie
119(15)
Notes
134(2)
7 Diversity, Equity, Inclusion, & Purpose-led Marketing
136(18)
Diversity, Equity, and Inclusion
136(1)
Interrogating Creative Solutions
137(2)
Social Responsibility
139(1)
Interrogating Images and Copy
139(1)
Interrogating Power
140(1)
Interrogating Appropriation
141(1)
Purpose-led Marketing
142(2)
Social Responsibility Evaluation Scale
144(1)
Interview with RICH TU, Vice President of Digital Design for the MTV Entertainment Group at ViacomCBS
145(3)
Interview with OLU ADEWALURE, Art Director at The Bloc
148(3)
Notes
151(3)
8 Building a Culture for Results
154(17)
Collective Purpose
154(1)
The Power of Purpose
154(1)
Culture of Positivity Yields Productivity
155(2)
Creative Solutions Discussion Playbook and Critique Guide
157(2)
Results Assessment Tool
159(2)
Creative Collaboration: In S.Y.N.C
161(1)
Interview with NIREY REYNOLDS, Director of Creative Impact, North America at McCann Worldgroup
161(3)
Interview with DONALD R. MARKS, PsyD, Associate Professor, Advanced Studies in Psychology, Kean University
164(5)
Note
169(2)
Index 171
Robin Landa is an expert in creative advertising, branding, graphic design, and social media, and has been called a "creativity guru," having published over 20 widely recognized books in her fields of expertise. Robin holds the title of Distinguished Professor of the Michael Graves College, Kean University, USA. She has won numerous awards for her design, writing, and research, and the Carnegie Foundation lists her among the greatest teachers of our time. Robin is a former chair of Design Incubation and serves as a creative consultant to the C-suites of international corporations. You can find out more about her work online at Robinlanda.com
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