Learnings.org

The product that comes as a result of actually creating something once the concept phase is complete

As in...
I'm really happy with this execution for the Smith & Wesson campaign. I thought I was going to end up shooting myself when my Mac froze up and I had to start all over.

In the creative world it's not about the imagery, the ideas, the production, the execution or the celebrity endorsement. It's all about the story. Does the ad/spot/interior design/whateverthefuck tell a story?

As in...
Jean Paul, while I love the concept of toy poodles playing golf at Pebble Beach, and I especially enjoyed the intelligence behind calling the course clubhouse, the "Doghouse," I'm still stuck trying to determine what sort of story you're trying to tell through this execution. Can you please get abstract with me for a minute and explain?

Thinking again. As in more than once. About the same thing, or topic, or idea. Yes. We are good at ideas. Thank you.

As in...
I found this gem in a recent marketing email newsletter I read:

"OVER THE LAST YEAR, TALKS about branded entertainment have picked up serious momentum, and the deal cycle -- from concept to execution -- has become hyper-accelerated. This embracing of entertainment as a marketing platform as opposed to a marketing tool shows a phenomenal trend in rethinking about reaching consumers online." - by Chris Young, Making Friends And Influencing Influencers - Wednesday, September 24, 2008

Whyyyyyyyyyyyyyyyyyy???!!! Why do marketers say things like this? Whyyyyyyyyyyyyyyyyy???!!! Is there a real point in there, and is it even a grammatically correct sentence and thought structure?

Who feels dumber for reading that, and or like you are being sold something, but don't know quite what... yet?

To a creative person, it's a way of thinking about a product in terms of association such as the feelings it evokes and the ideas it represents. To an analytical person, it's a complete waste of time.

As in...
Tom: You guys are missing the point. In order to sell hotpockets, we need to delve deeper into the abstract. We need to consider how a person changes when they eat a hotpocket. Are they the same? Are they different? We need to consider the euphoria experienced when the hot, delicious internals are ingested and tell that story through our creative executions.

Ryan: Dude, it's a microwavable pastry, not a blow job.