Deconstructing Creative Strategy

Description:

Deconstructing Creative Strategy provides a “reverse engineering” methodology for approaching virtually any marketing challenge. Author Rich Feldman looks at 14 separate “elements” of creative strategy, each of which can and should be considered independently – including conflict, home and work dynamics, consuming passions, price/value, consumer negotiation, drama and authenticity. Each of these elements is presented in the form of an analogy, making it perhaps the first-ever creative book on creative strategy. Feldman concludes with a discussion of how to link, or “reconstruct,” resulting insights into a go-to-market plan. This book is a must-read for anyone who will benefit from taking a more critical look at creative thinking.