{"product_id":"creative-direction-in-a-digital-world-a-guide-to-being-a-modern-creative-director","title":"Creative Direction in a Digital World A Guide to Being a Modern Creative Director by Adam Harrell","description":"Half Title -- Title -- Copyright -- Content -- Preface -- About the Author -- Introduction -- Acknowledgments -- Section I -- Chapter 1 - Understand Your Audience -- Insights Only Appear When You're Looking for Them -- Don't Be a Segway -- Research without Insight Is Wasted -- Don't Confuse Customer Research with Science . -- Why Focus Groups Fail and an Easier Alternative . -- The Right and Wrong Way to Do Audience Personas -- Mapping the Consumer Journey -- The Awareness Phase . -- The Consideration Phase -- The Decision Phase -- Marketing Isn't About Selling to Customers. It's About Loving and Delighting Them . -- References -- Chapter 2 - Brand Strategy -- What Is a Brand? -- Identifying Opportunities for Differentiation -- Questions to Ask When Thinking About Competitors . -- Sample Brand Positioning for Import Luxury Cars . -- Don't Emulate the Market Leader . -- Authenticity Is Important -- Find and Cultivate a Tribe of People with Similar Worldviews -- Take a Stand and Have a Point of View -- Look toward the Past . -- Purposely Break Industry Conventions -- B2B Doesn't Have to Be Boring -- Strong Brand = Strong Impact . -- References -- Chapter 3 - The Process of Ideation and Concepting -- The Ideation Process -- It Starts with Clearly Defining the Objective . -- Give Yourself Time for Research and Inspiration . -- Creativity Is a Numbers Game -- Why I Avoid Group Brainstorming -- The Value of Letting Things Settle -- Narrowing Down Your Ideas . -- Pick Your Top Three and Create Concept Boards . -- The Golden Rules of Giving Feedback -- Listen Carefully, and Ask Questions . -- Start with the Nice . -- Make It Actionable -- Be Completely Honest and Don't Pull Punches -- References -- Chapter 4 - The Elements of Great Design -- What Is Great Design? . -- Great Design Is Intuitive . -- Great Design Is Aesthetically Pleasing","brand":"CRC Press Taylor \u0026 Francis Group","offers":[{"title":"Default Title","offer_id":48144425844926,"sku":null,"price":53.68,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0536\/0592\/5054\/files\/12821673482593.jpg?v=1783682660","url":"https:\/\/bookshopnow.com\/products\/creative-direction-in-a-digital-world-a-guide-to-being-a-modern-creative-director","provider":"Book Shop Now","version":"1.0","type":"link"}