ART + SCIENCE = BRAND IMPACT
We know that brand building isn’t a one-size-fits-all endeavor. That said, the following represents our optimal process for uncovering the insights that allow us to design brand messages that create an impact with their intended audience.
It’s not an art. It’s not a science. It’s both.
Here is a little more detail on a few key steps within the process.
Discovery Guided by Behavioral Science
Once we are fully briefed on our clients’ strategic objectives, our Director of Behavioral Science – an emotional psychologist – works with our team in guiding consumer strategy through our Deep Dive discovery process. Utilizing academic literature, studied psychological theory and custom qualitative research, we develop a foundational understanding of the people and behaviors that make up the target audience, the market and the competitive landscape. Through this exploration, we’re able to describe the conscious and subconscious factors at play and insights that help explain the difference between what people say and how they subsequently act when making decisions. We’ve found that this behavioral science approach brings a higher level of clarity and confidence to the development and assessment of effective brand ideas.
Client Alignment at Every Step
Because these behavioral findings often shine a new light on communications challenges and opportunities, we present the discovery research and strategic recommendations with our clients prior to proceeding with creative development. This critical check point ensures that our clients have the opportunity to thoughtfully consider this new information and confirm their strategic alignment before we engage in the next phase of work.
Internal Collaboration From The Start
Our internal team members – planning, creative and account management – are appropriately engaged at every phase of the process. While the planner and Director of Behavioral Science leads the discovery and strategy phase, our account management and creative team is reviewing the research and absorbing the behavioral science findings to ensure that the creative work reflects these important insights.
Creative Bull Pen
As the Cannonball process moves to creative development, our Creative Directors take the lead in the ideation process. We believe that our “bullpen” approach, which engages a larger team of creatives with varied tenure and experiences, produces a wide range of ideas. Once the most compelling ideas are gleaned from the bullpen, the Creative Directors develop each concept. Throughout this phase, the planner and Director of Behavioral Science are evaluating each creative idea to ensure it has strategic integrity and emotional resonance with the target audience(s).
Creative Presentation
Once ideas are fully developed our account and creative teams collectively present our strategy and creative for client review.