Creative Strategy and the Creative Brief

10/12/2006The Big Three Approaches• Functional approach Focuses on attributes that fit wantsand needs (Cars, tools)• Symbolic approach Focuses on style, prestige,ego values. (Fashions)• Experiential approach Focuses on the pleasure consumerwill derive from the product or serviceWhat Makes Strategy Creative• A good creative strategy is bothspecial and different Does it catch people off guard? Does it reward and surprise?• Does it come in under the personalblocking radar? Non sequitur or contrast?• It’s not whether you win or lose it’s howyou: Play the game. Place the blame.5