Creative before the creative

THE CREATIVE BEFORE THE CREATIVE

TRIMTAb™

Be here

Maslow’s Pyramid

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Strategic Insight Process

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Category Rules

Category Truths

Brand Truths Tensions

Archetypes

BrandBeliefs

Trends

LighthouseIdentity

We can make the world a better

place by

Brand Lighthouse Identity

TRIMTAb™

Puma Case Study

TENSION: Category vs. Society Not everyone can be a super athlete

INSIGHT: Just because the rest of us aren’t “athletes” doesn’t mean we just stay at home.

BRAND TRUTH: Everyman/Outlaw

CATEGORY RULE: Athlete as war hero

TRIMTAb™

Brand Lighthouse Identity: Puma

We can make the world a better

place by living life, not watching it.

TRIMTAb™

Puma: Brand Manifesto

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Puma Tag Line

Here’s is to the after hours athlete

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Puma Commercial

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“Big ideas win. Good ads don’t.” Lee Clow

Creative before the creative

Marketing

Transcript of Creative before the creative

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THE CREATIVE CREATIVE COLLECTIVE

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