- Once you're ready to go through…the exercise of evaluating creative…and copy, I have a framework I encourage you to use.…I call it the HOPE framework,…and it's a three-step process that can…be your guide so that you're looking…at your piece of creative from many angles.…The three steps to the HOPE framework…are Heart, On-Point, and Execution.…First, let's talk about the Heart step.…This is your immediate gut reaction…to what they're showing you.…Don't even think about it, just notice your response.…
Do you like how it makes you feel when you first see it?…Do you just like it?…This is a purely subjective, non-analytical response…so take note of your gut reaction and then set it aside.…Number two, is this piece of creative on-point?…Does it express the creative brief that you've provided?…Does it deliver on the net takeaway…from your creative brief?…Is it on-tone and on-personality?…Does it solve the directive outlined in the brief?…This step is a much more analytical thinking step…and since you've already taken…
In this course, branding expert Lindsay Pedersen explains how to create a compelling brand strategy that gets results for your organization. She demonstrates how to properly frame your strategy and covers brand positioning, discussing how to climb a benefit ladder and determine your position. Plus, she shows how to create a personality for your brand, choose the tone, and create an activation strategy.
- Framing your strategy
- Crafting your brand promise
- Defining your brand character
- Activating your strategy
- Identifying your plan of action