Try this strategy to identify your brand values
A Global Strategy Director explains how brands can develop strategies that relate to people
“By trying to appeal to everyone, you appeal to no-one,” says Gerard Crichlow of Interpublic Group. Here, in an excerpt from an online D&AD Masterclass, the Global Strategy Director explains how brands can connect with audiences — including his method of looking internally at a brand’s values and then figuring out how those values cross over with their target audience.
“If you want to connect with people you have to change the conversation, and relate to what’s interesting to them,” says Crichlow. “And the things that we’re seeing now is, (people wanting to know) what a company is about and what they’re saying, but also what they’re doing to prove who they are.” Watch the video to learn one way to define your audience.
D&AD’s What is Strategy on-demand Masterclass brings together numerous great minds across advertising, design and strategy (including from Saatchi & Saatchi, Mother and Wieden + Kennedy) to share their experience on strategy. More information and sign-ups here. You can also explore more online courses here, as well as upcoming in-person and online teaching here.
