STRATEGY
The key to memorable and effective creative
“In communications, a good execution is that which succeeds in creating a bond between the source of the message and its target.
That bond, we call chemistry."
THE CHEMISTRY QUEST
The Chemistry Quest is the analytical process I use to establish the key facts needed for a successful communication effort. It's called a "quest" because it is mostly a process of discovery. At the end of it you and I would have identified that which will allow us to establish a strong bond with your target audience.
The Chemistry Quest takes that which you are familiar with:
• Situation analysis
• Nature of the brand
• Target audiences
• Competition
• Objective
• Communication barriers
• Positioning
• Areas of opportunity
And uses it as a launching pad to discover the emotional side of the brand through the definition of these...
Key Link
Here I identify the emotional area in which the brand and its audience interact. That's where the key emotional link will be developed.
Every brand, product or service is a delivery system for an experience. The emotional aspect of that experience becomes the essence of the offering.
Core Product
Bonding Principle
The emotional complement of the positioning. A purely emotional proposition devoid of all rational elements.
