Mortar reposted this
Mortar Agency CEO | Managing Partner & Founder | Marketing Strategy Expert | Brand Development Innovator | Digital Marketing Thought Leader | Master Storyteller | Champion for A-ha Moments
Calling everyone who's ever sat through an awkward creative presentation. Over the last decade, we’ve made a shift at Mortar that’s changed the game for our creative process. Instead of starting with "big ideas" and treating creative briefs as launching pads, we’ve adopted a framework focused on imagining what we want our target audience to say--that singular Aha moment of delight and surprise—and it’s paid off. I don’t remember one creative presentation that has missed its mark since we adopted this framework. The difference? Aha briefs aren’t about blasting off into the creative unknown. They’re landing zones. They’re about aligning the team and the client around a clear, shared vision of how we want customers to respond. This focus keeps the creative work sharp, purposeful, and, most importantly, effective. So, while big ideas can be exciting and captivating, we’ve found that aiming for that Aha moment—with a disciplined, collaborative approach—consistently delivers results that hit the bullseye. See www.mortaragency.com for more. #CreativeStrategy #AhaMoments #MarketingInnovation #ClientCollaboration #BreakthroughThinking #MarketingFramework #OriginalIdeas #TargetedCreativity #MarketingSuccess #BrandDevelopment
Love this, Mark! Been to so many presentations that just.... missed the mark. Will try this out. Thanks!
Injecting personality into brands with sounds that stick. Sonic Branding Agency owner helping brands sound better than the competition.
1mohow we want the customer to respond is a wonderfully powerful place to start and then build around, love it!