The Spark. The Claim.  

Before I became a brand planner I was a writer of creative briefs at an ad agency. One of the bigger refinements of my learning came at the hand of Peter Kim, McCann-Erickson NY’s the strategy officer.  He designed (or repackaged) the McCann creative brief to include what he called the Key Thought. The Key Thought was the “spark that propels the brand toward its objective.”  The word spark is what I preserved for my branding practice. I morphed Key Thought into “Claim” a more focused branding label but both are cultivated from and beholden to the word spark.

At an ad agency, a spark is the direction that gets the creative team excited about an ad.  In brand planning, the spark is the claim under which all marketing work is organized.  

When I wrote crappy briefs, before spark, they were lifeless sentences devoid of personality, culture and intrigue. Post Spark, they were strategic but poetic. More pregnant with possibility.  As a brand claim, a spark is strategic but also more interpretative.

One of my first claims with a spark was for ZDNet. Written in the 90s, the brand strategy was “For doers not browsers.” Still holds today.

Spark it up! Peace.

 

 

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