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June 2008 Archives
June 5, 2008
Finding Personality Early On
Posted by Brad Abare | Filed under: Brand & Identity
Danielle Sacks wrote a great article about Alex Bogusky in the June 2008 issue of Fast Company. Alex is the Bogusky in Crispin Porter + Bogusky, the brains behind some of the great ad campaigns in recent years: Mini Cooper, Burger King, the Truth campaign, and starting this summer, Microsoft. That should be interesting.
One of the lines that stood out to me was when Alex talked about how they hope to really figure out the story of Microsoft, beyond it's big profitable corporate machine image.
"A big part of positioning [products] is being there in those early stages, knowing what the engineers think the story is, so the story doesn't get lost." "Apple is probably sharing stuff that maybe it's afraid to share, but that allows the agency [Chiat\Day] to get in at a level where it can produce work like that."
He's right on. In order for great advertising/marketing to work, you gotta know the story. You gotta know the personality. And finding that personality starts at the beginning.
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