Sometimes it seems as though virtually every product line has become a commodity. Catalogs arrive but, with too few exceptions, have little memorable impact. Those that do pretty obviously have smart, strong positioning behind them. Positioning, rightfully so, has received great coverage in the last few years.
What hasn’t been talked about is what happens after you get that great positioning. This is when creative strategy comes into play.
Creative strategy is a reflection and amplification of positioning. Every catalog, big or small, should have a written creative strategy. Writing down the creative game plan makes you actually think it through and change it from a cool idea into a concise and consistent execution. Having it presented in a logical, written manner also means the entire marketing team will be focused on how each part of the creative equation ties into the target market.
One key part of the creative strategy is the value proposition, which explains how the copy and layout will instantly make the target audience understand why this product offers value for the money, no matter what the price.
Other questions that need to be answered as part of the creative strategy are: What aspects will your design and layout encompass? Will the overall style be upscale or downscale? Cutting-edge or mainstream? Will it have an analytical or
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