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Brand Strategy: Creative Concepts

For client partners working with River City Studio in Kansas City, market research and strategic thinking lead to creative concepts. Just as the brand strategy serves as the foundation for creative concepts, so too do creative concepts undergird the marketing and advertising tactics.

A creative concept is where left-brain thinking and right-brain thinking meet, merge, mix and make magic. It is a unifying idea that is big and rich enough to produce a sustainable marketing effort. You could say it’s the river that keeps every boat in your marketing fleet afloat.

Often, a creative concept can be stated in a few words. In fact, the most powerful concepts usually are (think GE’s “We bring good things to life”). Yet, from those few words — from that core message — comes a virtually limitless array of methods for getting the message out. It might be a print advertising campaign, a website, radio and/or television commercials, a public relations campaign, a social media campaign, Internet advertising or, more likely, a combination of some or all of these ways of communicating, and more.

What a strong creative concept does is keep the message clear, no matter how it’s conveyed. It’s what makes marketing and advertising work.

For more about our creative concepts team, visit Essence Marketing Group.