I’m not creative You’re the creative one I’m not as creative.
Creative before the creative
11
THE CREATIVE BEFORE THE CREATIVE TRIMTAb ™
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Transcript of Creative before the creative
THE CREATIVE BEFORE THE CREATIVE
TRIMTAb™
TRIMTAb™
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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
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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
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Brand Lighthouse Identity: Puma
We can make the world a better
place by living life, not watching it.
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Puma Tag Line
Here’s is to the after hours athlete
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“Big ideas win. Good ads don’t.” Lee Clow
