What’s the best print ad you’ve ever seen?
What’s the best tv spot you’ve ever seen?
What’s the best website you’ve ever visited?
What’s the best logo you’ve ever seen?
What’s the most memorable positioning statement (tag line)?
The answers are different for everyone. However, I’m willing to bet that everyone’s answers share one thing in common….awesome! You don’t remember safe, you don’t remember OK, you don’t remember unoriginal and you certainly don’t remember bad (unless it’s so bad that it’s memorable). Great brands, ad campaigns, websites and positioning statements are unique, creative and just downright awesome! Never thought I’d have a post where awesome was used throughout.
Anyway, my point is pretty simple. When developingÂ your next ad campaign, brand, positioning statement or website, keep awesome in mind. Don’t copy someone else because they were successful. Don’t immediately go safe. Take the opportunity to do something unique that will be remembered. As you’re progressing through the project, try to objectively look at the work and ask yourself, ‘Is this unique, special or memorable?’
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