Thursday, October 07, 2004

:: adgruntie :: Selling the work and Superbrands

+ Tom Monahan on selling your creative.
You see, brilliant work is harder to sell than crappy work. Much harder.
So often I hear people say, “great work sells itself.” No. Sorry. Great work is different. Great work stands for something. It says something. It stands out. It sticks its neck out. And for many clients, all of those things are scary. For most all clients and agency brass, the last one, the sticking out of the neck bit, is really scary. So if you’re going to do great work, you’ve got to be able to figure out how to sell great work.
He brings up some good ideas. And I'm sure there are plenty of creatives who don't think so much about the selling of an idea as much as the creation of it. And that's understandable. But when you don't have a good AE out there on the line for you, sometimes you have to take matters into your own hands.

+ Hidden Persuader mentions that Superbrands has released it's top list Cool Brand leaders, and Selfridges got named the UK's sweetest brand. Stephen Cheliotis, who chairs the Cool Brand Leaders Council, "said the panel was looking for brands that fulfilled five main rules of cool. The brand must: Offer something authentic. Stand for something and have a purpose. Be innovative in its field. Make a stylish product. Be original and unique."

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