It
is the creative executions themselves that create the
personality of a brand. Thus, a creative idea may enhance
or alter the personality statement that was conceived
before creative work began. This is not only permissible,
but desirable, and there is no rule against going back
and changing the personality statement to fit the creative,
provided two conditions are met. One, the new personality
is compatible with the product, its benefits, and the
target audience; and is unique versus competition. And
two, the new personality is not merely a temporary deviation
from one that has already been built and which should
be maintained.
After
all, creativity is at the heart of the business we're
in. And great creative should win out over unyielding
strategy at every opportunity.
Bob
Kuperman
Chiat-Day,
LA
