CRUNCH - All things crunched.

DROGA vs HBR on problem solving Slaven Marinovic speaks to Droga5 founder about the industry, clients, motivation and the value of creativity   Most agencies have a particular style. The work you do on the other hand is hard to put in categories. How would you describe the style of Droga5? What does Droga5 stand for? We try not to have one agency style. Our goal is not to become the most creative agency in the world, we want to be the smartest agency. If you want to be smart you have to understand each clients´ business and you have to create work that is appropriate for the DNA of each client. We create a unique strategic and creative approach for every client. I would like to believe that the only thing that unifies our work is quality. We don't have one account that we hide behind the rest, the moneymakers. We try to do great stuff for all clients and we ar...

LETS FACE THE TRUTH STRUCTURING AND DIRECTING THINKING IS COMPLEX IT IS CLOSE TO IMPOSSIBLE HAVE TRIED IT WITH OBJECTS POEMS, REFERENCES, WORDS, VIDEOS, CASES, PLACES & STORIES EVEN BRIEFS HAVE BEEN TWEETED WHAT HASN'T BEEN TRIED  IS USING STRUCTURE IN ORDER TO DIRECT  WILL TRY THE HAIKU BRIEF   HERE IS ONE FOR A HAIR GEL  I LIKE THE WINDY BEACHES FRIENDS, GIRLS, PLAY, TRENDS AND THE WINDS  BUT WIND SCREWS MY HAIR

There has been a recent rage, an outburst a woeful venting on the burning issue of what do brand teams need to focus on. The views vary, or should we say range, possibly sway dangerously from the depth of the river bed to the top of the sky.  While my lovely friends in the marketing side, seek solace and opt for the word consistency (rightly so ... sometimes), my buddies the clever branding and advertising professionals tend to sway on the side of 'distinction'. Personally for me, a bit unnerving, largely  because it is a big bloody word and  an entirely different one from the commonly used term 'differentiation'. A lot of cliched people talk about brand 'differentiation'. As a concept it has been written to death, almost the kind of finality,  post which no real differentiation is possible. As the law of the universe states, that even differentiation has its rules, if followed well, things and people do stand out. The assumption is that rules once followe...

Problems .. problems   I read this fantastic quote that applies to thought leaders in any industry. “The greatest challenge to any thinker is stating the problem in a way that will allow a solution” by George Bernard Shaw All great solutions start with a well and accurately defined problem, whether in design or marketing or even urban planning. Extrapolating this principle across the entire solutions industry, makes most the business that  solves a human problem.   Most of the work I have been part of recently, involves asking questions around the real problem. A lot of rigor and effort is put into identifying the best problem to think on and solve. Ee think the real problem that needs to be solved, the blockage that needs to be opened up, is a product, brand or communications problem.   The way we break it up: product serves needs - brands serve wants and communication serves desires. The fundamental starting point of any scrutiny is the structural ...