Bringing Strategy and Creative Together
Successful marketing is based on strong branding and positioning. Then your creative communications must tie back to your strategy.
Patricia Malone of Freshblood Group explains why it’s important to get everyone involved in the development of the strategy and why a branding and positioning workshop is not just a fluffy, feel good exercise.
With many people presenting your companies work including executives and scientists it’s essential that everyone is on the same page and understands the boundaries of your brand narrative.
Patricia says a strong positioning statement contains a singular idea that people can connect with. It’s not the kitchen sink. It’s the essential pot in the sink you use every day.
We also discussed:
How to develop a brand character
Advantages of small companies over large and
The process of developing creative based on strategy
She has some fun ideas around developing creative so give this one a listen!
About My Guest …
Patricia Malone is the Chief Creative Officer for Freshblood group, a consortium of senior-level industry experts providing a full suite of business and creative solutions for healthcare brands.
