What is a creative strategy? Polina Yevtushenko on investing a million in a brand "passport"
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💥Sign up for a free diagnostic session at WAVE to promote your business https://waveagency.ru/?utm_source=yte... What is a creative strategy? Polina Evtushenko on positioning, the brand pyramid, and goosebumps from the USP Polina was the creative director of Viva La Vika and the CHOUX brand, and now works as an independent unit and a partner in the creative pair PALECHIM, consulting brands: from jewelry companies to gas stations. Together with her, we figured out what a creative strategy is, why changing a brand's visual every three months is crazy, and why Van Cleef, Tiffany, and Cartier need social networks. What is a creative strategy? If you want to take part in the podcast or share your feedback, write to direct: @vlada.wave @wave.smm Guest: @polina_ye Creative consulting PALECHIM t.me/PALECHIMbot 00:00 intro 00:35 greeting 2:02 who is a creative consultant? 4:30 why work with meat houses and fish factories? 5:55 why did Polina leave cool projects for freelancing? 10:18 why does a professional need egocentrism? 12:11 what is creativity? 15:35 why doesn't Polina ask for briefs from customers? 17:40 brand unpacking - why? 18:16 business legend - can you come up with one? 19:50 the pain of non-working strategies 21:22 creative strategy - what is it? 24:21 diamond factory, moonshine stills and shampoo - who needs strategies? 27:19 Who is Tiffany for April Fools laughing at their color? 31:45 Why do you need a creative strategy? 35:44 Why do brands spend money on KPI experiments? 37:21 How long to follow a strategy? 39:33 Why can't you quickly change features? 43:25 Why is branding important to do at the very beginning? 44:10 How much should you invest in brand positioning? 46:36 Why does a consultant not only tell, but also teach skills? 49:45 What is included in a strategy? 53:00 Why bother with certificates and packaging? 55:45 Why shouldn't you be greedy with marks and reviews? 58:54 How to learn creativity? Marketing agency WAVE https://waveagency.ru/?utm_content=yt... #creative #in short #vladawave #vladawave #podcast #podcastin short #marketing #smm #digital
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