Brand centric vs. results oriented.
Two great thoughts, but contradictory at times and a challenge for even the most ardent creatives. That’s why it’s important to have people involved in your marketing efforts that understand this challenge — and have the know how and experience to solve the dilemma.
A balance must exist between the image of your brand and the need for results. The reality is that both can be accomplished without sacrificing the other, especially if you realize one serves the other. If the brand is the voice you speak with, how you carry yourself and how you relate to the consumer, then the result materializes when the consumer finds comfort in that brand. And a positive result is a chance to move your brand forward.
Some might say we can’t afford to brand. I would say, can you afford not to brand? Branding is really just being clear on who you are, what your voice is and how you want to be perceived in the eyes of the consumer.
Currently creative director and principal at dmoorecreative, Doug has an extensive and diverse background of client experiences and marketing successes. As an independent creative, he recently worked with The Starmack Group developing agency systems, infrastructure and consulting on client strategies. Prior to that, he was an Associate Creative Director at MeadsDurket, one of San Diego’s largest full service advertising agencies, and has held similar positions at McCann-Erickson, Campbell Mithun, and Phillips Ramsey. In addition, he successfully ran his own advertising/design group for almost a decade.
His work has involved developing strategic directions and conceptualizing creative solutions for a variety of clients in an array of industries, among them: high tech, sports, entertainment/hospitality, retail, gaming and financial. Responsibilities have included creative/art direction, design and production in an array of mediums, from television to print to online.
He can be reached directly at 619-884-6768 or by email me at email@example.com
A way to give back:
Compassionate Eye Foundation
Started in 2005 by Robet Kent, a professional photographer and colleague, CEF is a conduit for the creative community to give something back. Focused on a hand up not a hand out, it works to raise money and fund select projects internationally that are focused on the goal of improving education, health and sustainability in developing nations.
Serving as Communications Chair for several years, I had the opportunity to work with many talented and compassionate people. Helping to set the creative direction and strategic communication goals of the overall foundation was a very rewarding and motivating experience.
To learn more visit compassionateeye.org.