Planning Is Discovery, Creativity Is Reproduction

if plan It is a process of "discovery", so creativity is the result of "reappearance". How to reproduce it?

Bring up planning and originality Many people say that it is the core competitiveness of the advertising industry, and many people in the industry are talking about "planning secrets" and "creative tricks", which make simple problems complicated and mysterious.

In fact, it is necessary for us to explore the essence of simplicity and its essence.

I don't think a good plan should be a brain drain create What comes out is just to find the solution that has already existed after thorough exploration and exclusion. There are good strategies in this world, just because of the lack of eyes to be good at discovering, and hiding in the dark corner, playing hide and seek with planners. Good strategies come from three discoveries: the first discovery is to find out the consumers' real needs which have not yet been discovered and try to meet them, or to find the unmet needs of consumers and guide them to transform into real needs. In this way, when problems are found, solutions will follow; the second discovery is to find the Achilles heel of reference brand or leading brand, find their life gate, and shoot the lethal arrow decisively and forcefully, so that we can find the way to strengthen our own brand and even directly kill the competitive products; The third discovery is to discover the "super energy" possessed by itself and not possessed by competitors, so as to uphold the active attack principle of "taking ourselves as the main force, the enemy moving us and the enemy not moving us, so as to form an invincible weapon of strategy. Dear friends, when planning again, you might as well give up the strategy direction of artificial synthesis obtained through painstaking efforts and exhausted wisdom, and try to find the strategic thinking of pure natural original ecology. This is an era of pursuing nature. It is more reliable to think about "natural".

If planning is a process of "discovery", then creativity is the result of "reproduction". How to reproduce it?

It may be no more than the following several forms: the first representation is to reproduce the typical life prototype of the audience today. Remember, it must be the reduction of the typical life segments. Only the typical can be impressed and easily remembered, and only the typical can touch the softest depths of consumers' hearts; The second representation is to reproduce the ideal model prototype of "tomorrow" in the audience's mind. They have been yearning for a better life state that has never been realized. It is precisely because they have been yearning that they are interested in it. Because they have never been realized, they are more willing to get spiritual massage in their imagination; The third representation is to reappear the memory of the audience's "yesterday" so that it can go back to the past years and stories, and be willing to be defeated by creativity and become the captive of creative products obediently. Of course, there are many creative masters at home and abroad who have written books on creative techniques. Of course, I am not good at talking about creative techniques, but I just want to talk about creative techniques. There must be something wrong in this. I would like to share with you.

In a word, the most important thing for consumers to do is to show their ideas through their actions, and the most important thing is to make them present their ideas through their actions!