What’s in an idea? At Kemistry we strongly believe that pretty much everything is in an idea. It ‘is’ the brand experience. The hook to hang your hat on. The glue that keeps all the different parts of your marketing machine together. It’s what defines your brand. It’s your signature. Something you can own. There aren’t many products that don’t benefit from a clever or thought provoking creative leg up to help the consumer on their journey to making a purchase. In today’s digital age we are saturated with ideas. To stand out calls for brave marketing and that needs strong creative ideas.
By strong creative, we mean ideas that are stand alone, clever and highly effective at getting the message across. At Kemistry we also strive to generate ideas that create a reaction. Reactions work. Marketing people talk about cut through. That’s the ability for communication to get noticed amongst the endless media we are exposed to every day. To get good cut through, you need to challenge the audience. Get their attention. Give them something to talk about. Creating the desired reaction might need a little more time to perculate through the creative process but the rewards for getting it right are more than worth it. A good idea can become the biggest marketing asset you have.
It does ring true but it’s more accurate to say clever brands come from clever ideas. Quite often a brand has nothing that sets it apart from it’s competition, except it’s marketing. What’s clever is the idea that brand is using. Consumers buy into great ideas and associate the brand with those ideas. The stronger the idea, the smarter we perceive that brand to be. By buying those brands we associate ourselves with their clever ideas. At the end of the day it’s just clever marketing.
Any brand can give itself a lift with some fresh thinking and strong creative. If a brand suddenly gets a new look and an absolutely brilliant piece of creative genius to boot, it doesn’t take long for it to catch on. It can be infectious, gathering speed and momentum as new audiences are exposed to the work. A chain reaction. Could your brand do with a jump start? At Kemistry we like creating reactions. It’s in our blood.
How do we find the right idea for a brand? It starts with brand strategy. Where is the brand going and where would you like it to be in a year or two. That process channels our ideas into a more focussed area where we can reposition the brand to move it in the right direction. Then we ask questions. Knowing the product inside out and what the consumer wants from it is standard groundwork. Separating the brand from the competition is always a challenge. Making sure we have a complete understanding of a brands USP (unique selling proposition) and it’s relationship with it’s main competitors is the key to cutting out a brand’s niche.
The next stage is idea generation. A kemistry we are driven to producing ground breaking creative work. Our experience in editing out lesser ideas quickly and developing the strong ideas in to hard working finished concepts is where we make a difference. And, we want to create a reaction. If your brand is talked about then we are doing our job. If it isn’t, then you should consider us. We know a good idea when we see it.
At Kemistry we are always looking for new challenges and interested in how we can best work together. Why not drop us a line and see if our ideas get a reaction from you. Call our creative director, Garth Robins for an informal chat on (09) 236 3528 or email him at garth@kemistry.co.nz.
