Not using your best ideas!
Is there ever any excuse not to use your best creative marketing ideas? Well yes, in certain circumstances we think there is - circumstances in which we found ourselves only last month.
We had been working with a client to create a fantastic new brand and identity, and then to roll it out from logo to website and sales literature, and on into social media spaces. When it came to the stationery, Leader’s creative team produced (as it generally does) two concepts - one the natural roll out of the great new theme, but the other really pushing the envelope - a great business card concept in particular.
And the problem? Well, it was just one new idea too many.
Branding is about the brilliance of the whole, not each individual item. The cards may have been very desirable (and they were). But were they necessary or appropriate? Sadly the answer was probably not. So we shared everything with the client, made our recommendations accordingly and eventually all agreed to put the brilliant new ideas on ice for a while, while rolling out the more ‘obvious’ first set.
And who knows? Perhaps when a brand refresh is called for somewhere down the line, we may still have a chance to let that great new conceptsee the light of day. I for one certainly hope so.
