|
No matter what comprises the integrated communications mix, whether its advertising, direct marketing, sales promotion or public relations, we believe every product or service must be represented in a way that makes you feel good. Good about the product or service the customer is considering to purchase. And the way we approach our creative is with a specific Unique Value Proposition (UVP) in mind which is derived from a consumer need…a creative positioning that defines the brand and what that brand promises the consumer. And this UVP becomes the basis for our creative approach. The UVP should be imaginative enough to “surprise” the customer and break through the armor of boredom. When executed in a compelling way, the UVP does more than capture the imagination of the prospective customer, it establishes confidence in the product or service; it builds a personality for the brand and the company; and it conditions the customer to accept and adopt the brand. And most importantly, the creative interpretation of the UVP should transmit the selling idea’s credibility and persuasiveness which in turn allows the customer to accept the competitive benefit as defined in the strategy. In short, the UVP will separate the brand from the competition and will create greater competitive perceived value for the brand. The UVP then, is really a creative reflection of what the customer wants from the product or service. And when executed properly, it actually makes the customer feel good. . |
