BLUNDERS &
BRILLIANCE.2013 PR/Communications Officers Conference
©2013 The Image Group
Video credit: AFV - http://www.youtube.com/watch?v=r8mkjNU2R7E
©2013 The Image Group
http://www.youtube.com/watch?v=r8mkjN...
Jason Kehrer
G.M., Ideation
& Operations
Layne Fuller
Account
Management
Ed Van Poolen
Creative Director
©2013 The Image G...
Jason Kehrer
G.M., Ideation
& Operations
Layne Fuller
Account
Management
Ed Van Poolen
Creative Director
©2013 The Image G...
ABOUT TIG
©2013 The Image Group
BLUNDERS
NO CAMPAIGN IRRELEVANCY INCONSISTENCY COOKIE CUTTER
DESIGN BY
COMMITTEE
BAND-WAGONING INVESTMENT NO INTERNAL BUY-...
NO CAMPAIGN
©2013 The Image Group
IRRELEVANCY
VIDEO CREDIT: ADOBE http://www.youtube.com/watch?v=P81bb0Tzwbo
©2013 The Image Group
http://www.youtube.com/wa...
INCONSISTENCY
©2013 The Image Group
COOKIE CUTTER CREATIVE
©2013 The Image Group
”When you make
something no
one hates, no
one loves it.” — Tibor Kalman
DESIGN BY COMMITTEE
©2013 The Image Group
POOR IMPLEMENTATION
Campaign tagline: Expert care made easy.
©2013 The Image Group
BAND-WAGONING
©2013 The Image Group
LACK OF INVESTMENT
©2013 The Image Group
©2013 The Image Group
WHAT PLAN?
©2013 The Image Group
NO INTERNAL BUY-IN
Dr. Joe Stowell, CSU President
©2013 The Image Group
Why creative
campaigns fail.
©2013 The Image Group
”In every product are
the seeds of drama
that best expresses its
value to the consumer.
Finding that drama is
most importa...
The capacity to gain
an accurate and deep
understanding of a
person or thing.
n:
Insight
©2013 The Image Group
©2013 The Image Group
Finding
an insight.
©2013 The Image Group
Use a process.
Attack the negative.
Work in teams.
Ask better questions.
Think wrong.
Change your perspective.
©2013 The I...
Use a process.
©2013 The Image Group
Ask better questions.
©2013 The Image Group
Think wrong.
The human brain tends to
think along predetermined
linear thought pathways.
Such linear thinking can
inhibit ...
Implement well.
©2013 The Image Group
©2013 The Image Group
BE©2013 The Image Group
©2013 The Image Group
©2013 The Image Group
Confessions
CCCU
©2013 The Image Group
Q & A
©2013 The Image Group
Presentation materials:
imagegroup.com/cpro13
@imagegroup
hello@imagegroup.com
laynef@imagegroup.com
Thank you.
@laynefull...
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Council for Christian Colleges & Universities CPRO13: Blunders & Brilliance

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Presentation given by Layne Fuller, Ed Van Poolen and Jason Kehrer at the 2013 CCCU PR/Communications Officers Conference at Seattle Pacific University. Presentation covers 10 common "blunders" that internal higher education marketing/communications departments make with brand


http://cccu.org/ConferencesAndEvents/CalendarOfEvents/2013/6/2013-PR-Communications-Officers-Conference

Published in: Design, Business, Technology
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Council for Christian Colleges & Universities CPRO13: Blunders & Brilliance

  1. 1. BLUNDERS & BRILLIANCE.2013 PR/Communications Officers Conference ©2013 The Image Group
  2. 2. Video credit: AFV - http://www.youtube.com/watch?v=r8mkjNU2R7E ©2013 The Image Group http://www.youtube.com/watch?v=r8mkjNU2R7E
  3. 3. Jason Kehrer G.M., Ideation & Operations Layne Fuller Account Management Ed Van Poolen Creative Director ©2013 The Image Group
  4. 4. Jason Kehrer G.M., Ideation & Operations Layne Fuller Account Management Ed Van Poolen Creative Director ©2013 The Image Group
  5. 5. ABOUT TIG ©2013 The Image Group
  6. 6. BLUNDERS NO CAMPAIGN IRRELEVANCY INCONSISTENCY COOKIE CUTTER DESIGN BY COMMITTEE BAND-WAGONING INVESTMENT NO INTERNAL BUY-INPOOR IMPLEMENTATION WHAT PLAN? ©2013 The Image Group
  7. 7. NO CAMPAIGN ©2013 The Image Group
  8. 8. IRRELEVANCY VIDEO CREDIT: ADOBE http://www.youtube.com/watch?v=P81bb0Tzwbo ©2013 The Image Group http://www.youtube.com/watch?v=P81bb0Tzwbo
  9. 9. INCONSISTENCY ©2013 The Image Group
  10. 10. COOKIE CUTTER CREATIVE ©2013 The Image Group
  11. 11. ”When you make something no one hates, no one loves it.” — Tibor Kalman DESIGN BY COMMITTEE ©2013 The Image Group
  12. 12. POOR IMPLEMENTATION Campaign tagline: Expert care made easy. ©2013 The Image Group
  13. 13. BAND-WAGONING ©2013 The Image Group
  14. 14. LACK OF INVESTMENT ©2013 The Image Group
  15. 15. ©2013 The Image Group
  16. 16. WHAT PLAN? ©2013 The Image Group
  17. 17. NO INTERNAL BUY-IN Dr. Joe Stowell, CSU President ©2013 The Image Group
  18. 18. Why creative campaigns fail. ©2013 The Image Group
  19. 19. ”In every product are the seeds of drama that best expresses its value to the consumer. Finding that drama is most important task.” — Leo Burnett, 1961 ©2013 The Image Group
  20. 20. The capacity to gain an accurate and deep understanding of a person or thing. n: Insight ©2013 The Image Group
  21. 21. ©2013 The Image Group
  22. 22. Finding an insight. ©2013 The Image Group
  23. 23. Use a process. Attack the negative. Work in teams. Ask better questions. Think wrong. Change your perspective. ©2013 The Image Group
  24. 24. Use a process. ©2013 The Image Group
  25. 25. Ask better questions. ©2013 The Image Group
  26. 26. Think wrong. The human brain tends to think along predetermined linear thought pathways. Such linear thinking can inhibit true innovation and creative exploration. — John Bielenberg ©2013 The Image Group
  27. 27. Implement well. ©2013 The Image Group
  28. 28. ©2013 The Image Group
  29. 29. BE©2013 The Image Group
  30. 30. ©2013 The Image Group
  31. 31. ©2013 The Image Group
  32. 32. Confessions CCCU ©2013 The Image Group
  33. 33. Q & A ©2013 The Image Group
  34. 34. Presentation materials: imagegroup.com/cpro13 @imagegroup hello@imagegroup.com laynef@imagegroup.com Thank you. @laynefuller @jasonkehreredvp1 edvp@imagegroup.com jason.kehrer@imagegroup.com jasonkehrer ©2013 The Image Group
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