Increasing Interest

Topics:
Usability
Tags:
Branding,
Marketing,
Positioning,
Process,
Quirks Marketing Research Review
Source:
Quirks Marketing Research Review

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Overview: Creativity is essential to the development of positioning strategies. However, in order for these creative solutions to be implemented, the client must be willing to accept them. Built on a foundation of extensive research and practice in the field of creativity, the PISCESSM process (plan, imagine, select, create, evaluate, start) is a guided creative process that leads to successful positioning action plans. By design, the process is structured to engage the client from the beginning, thereby increasing buy-in of the creative solutions that are developed and putting clients in the driver’s seat. The five-step PISCES process has been used to develop new advertising as well as to create new products, extend a product line, and to reposition an existing product. This article provides an overview of the steps in the process, including some of the creativity tools used and presents an example of successful application of the process.

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Format: HTML | Date: May 2000 | Pages: 1

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