ldea of all ideas
|Starbucks doesn’t sell coffee but lifestyle. Sunway doesn’t build bricks and mortar but quality living. That’s how they craft their brand stories. Creative concept is the unifying idea that carries the entire brand story. It sets the pace for how the story should be. From headline, tagline to key visual, the creative concept embodies the essence of the brand value itself. Remember the great campaigns like Nike’s “Just Do It”, Budweiser’s “Whassup?” and McDonald’s “I’m loving it”? Their concept creates stories that bring life to the brands.
Whether it is movie, advertising or novel writing, there must always be a core idea or concept first. Big agencies normally charge as high as USD6,000 to develop the concept. But why burn a hole in the pocket? We can create equally solid concept for a minimal rate.