Creative Direction in a Dgtl World A Guide to Being a Modern Creative Director by Adam Harrell

Half Title -- Title -- Copyright -- Content -- Preface -- About the Author -- Introduction -- Acknowledgments -- Section I -- Chapter 1 - Understand Your Audience -- Insights Only Appear When You're Looking for Them -- Don't Be a Segway -- Research without Insight Is Wasted -- Don't Confuse Customer Research with Science. -- Why Focus Groups Fail and an Easier Alternative. -- The Right and Wrong Way to Do Audience Personas -- Mapping the Consumer Journey -- The Awareness Phase. -- The Consideration Phase -- The Decision Phase -- Marketing Isn't About Selling to Customers. It's About Loving and Delighting Them. -- References -- Chapter 2 - Brand Strategy -- What Is a Brand? -- Identifying Opportunities for Differentiation -- Questions to Ask When Thinking About Competitors. -- Sample Brand Positioning for Import Luxury Cars. -- Don't Emulate the Market Leader. -- Authenticity Is Important -- Find and Cultivate a Tribe of People with Similar Worldviews -- Take a Stand and Have a Point of View -- Look toward the Past. -- Purposely Break Industry Conventions -- B2B Doesn't Have to Be Boring -- Strong Brand = Strong Impact. -- References -- Chapter 3 - The Process of Ideation and Concepting -- The Ideation Process -- It Starts with Clearly Defining the Objective. -- Give Yourself Time for Research and Inspiration. -- Creativity Is a Numbers Game -- Why I Avoid Group Brainstorming -- The Value of Letting Things Settle -- Narrowing Down Your Ideas. -- Pick Your Top Three and Create Concept Boards. -- The Golden Rules of Giving Feedback -- Listen Carefully, and Ask Questions. -- Start with the Nice. -- Make It Actionable -- Be Completely Honest and Don't Pull Punches -- References -- Chapter 4 - The Elements of Great Design -- What Is Great Design?. -- Great Design Is Intuitive. -- Great Design Is Aesthetically Pleasing