Monday, October 12, 2009

Better Branding Starts with Intentions

If you want to be one of the "big boys" don't settle for "child's play" that unintentionally shapes your critical initial impressions. Be clear about your intentions, objectives and needs so as not to be swayed by people whose intentions are serving a different purpose.

This can be particularly relevant when organizations start asking for free or reduced creative services. There often has to be more at stake for the creative professional than a feel-good contribution, particularly when the process is intended to be efficient and beneficial for all parties. Since creative for creative's sake may win awards but usually doesn't influence stakeholders ... even free can come at a substantial cost. So, proceed with caution --- and more importantly, clarity.
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