View stunning SlideShares in full-screen with the new iOS app!Introducing SlideShare for AndroidExplore all your favorite topics in the SlideShare appGet the SlideShare app to Save for Later — even offline
View stunning SlideShares in full-screen with the new Android app!View stunning SlideShares in full-screen with the new iOS app!
Translating Deep Consumer Insights and the Brand’s Big Idea into Creative Development & Media Innovation Strategies Transfermagination™ TMRC Creative Development Workshop
People will happily spend a minute to compose their own version of a brand story – a version that relevantly reflects their own lives! – but they won’t give 5 seconds of their time to listen to a brand trying to tell them how they should think.
get lost in translation Making sure powerful Insights & Brand Messages do NOT during creative development Insights to Application Dilemma
Ask yourself… Does your communication engage consumer to think and feel , or just let her see and listen via heavy media investment?
Then ask yourself: if the message itself is engaging, is it delivered in a way that makes it relevant to the brand experience in her mind?
… and is your framing of the message relevant to herself?
I have something to say…how do I put it up here?
BY USING THE RIGHT TOOLS: We use “Space Constraints” to focus creative thinking onto our KEY objective: Motivate the Consumer! We channel all creative energy channels on Key Conceptual Spaces . On those that matter.
We define Space Constraints: Key Motivating Insight Spaces – Brand Message – the Big Idea We provide Stimulants – The Creative Toolkit: Proven creative techniques to stimulate development of engaging content and psychological framing We provide critical Guidance: Aligning workshop’s creative output with key psychological space elements from our consumer insights Transfermagination™: Focus and Free up creative development!
Transfermagination™ Creative Stimulants – the Toolkit
Metaphor Synergy and Conceptual Blending Technique
A message is deciphered and experienced by thinking and feeling, consciously and subconsciously. Indented brand values become activated and blend into her mental world, her heart and mind – instead of just feeding the eyes
Metaphor & Conceptual Blending
Conceptual Blending in Advertising Still limiting your child to just one way of learning?
TMRC Creative Development Workshop usually takes one full day. TMRC Insight team, the client’s marketing / brand team, insight team, and their ad agency’s strategic planners and creative team attend. At the end of that day there will be an array of engaging creative ideas, and in various media forms. These are then taken forward, fine-tuned, built upon.
Most importantly, our Transfermagination™ workshop serves as valuable inspiration and guidance for your ad agency’s further – insight focused(!) – creative development!
To make sure that powerful insights do not get lost in translation.