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Clement Creative Blog

Thoughts on communications concepts, branding and keeping an open mind

Posted by Charlie Clement on Mar 11, 2016 3:16:44 PM

In marketing communications, as in lots of professions, experience can be invaluable. It usually means you have more tools to assess situations, come up with solutions and generally do your job better. Experience also gives you more confidence in approaching all those things. And perhaps even with more conviction in your assessments and solutions. But there, I’m here to tell you, is the rub.

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Topics: Creative

Communications concepts vs. headlines and visuals: What’s the difference?

Posted by Charlie Clement on Mar 8, 2016 8:00:00 AM

As a longtime ad guy, I believe a true communications concept for an ad, a sign, an offering on a web site, anything, transcends a mere headline-and-visual combination and has more selling power.

In today’s world, for many communications assignments, a writer comes up with a headline, then it’s the art director or designer’s job to “find a visual to go with it.” Which all too often ends up being a stock photo that adds little or nothing to the idea, besides representing the category.

Communications concepts, on the other hand, are ideas where the headline and visual combine to make a compelling statement. They engage you and make a point all at once. Not that a terrific headline or visual can’t do that on its own. But it’s rare. 

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Topics: Creative

A story of brand discovery, aspirations and delivering on the promise

Posted by Charlie Clement on Mar 2, 2016 10:00:00 AM

“I feel like I just took a shot to the solar plexus.”

That was the reaction of our client when we finished presenting the results and accompanying creative recommendations of our recently-completed brand discovery study.

 We couldn’t have been happier. Not that we have some kind of perverse interest in making our clients feel like they’ve been pummeled. But when you make them squirm a little, you know you’ve hit a nerve.

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Topics: Branding & Positioning

Brand discovery studies and that “Aha Moment.”

Posted by Charlie Clement on Feb 26, 2016 1:39:56 PM

I love helping companies brand or re-brand themselves. It’s fun to dig in on a brand discovery study to get real information on customer and prospect perceptions of a client’s company or brand. And as the head of a marketing communications agency, I know that when the study is complete, every project we do for that client will be easier because we’ll have the focus of a thoughtful, differentiating brand postioning statement to help guide the messaging. But maybe best of all, the findings of the brand research effort can sometimes delightfully surprise you.

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Topics: Branding & Positioning

Getting to know your customers: Ten questions to ask before writing your brand positioning statement

Posted by Charlie Clement on Feb 24, 2016 12:08:18 PM

Maybe you’ve decided to re-brand. Or perhaps you’ve simply come to the conclusion that you need to get your company or brand’s messaging in order. So you’re wisely looking for guidance on developing a brand positioning statement. Either way, the best thing you can do to inform your work is to get the insights of your customers on how your brand is perceived and how it stacks up with regard to important attributes.

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Topics: Branding & Positioning

Brand research: Uncovering the keys to a winning marketing position

Posted by Charlie Clement on Feb 19, 2016 12:06:42 PM

As the owner or marketing director of a small or medium size business, there may come a time when you feel you need to re-position or re-brand your product, service or even your company itself in the marketplace. More than likely, you can’t outright own your category. But you can certainly carve out a niche — based on a concept or advantage — that is all yours and the marketplace associates with you. More specifically, your brand position wants to revolve around the needs of your customers and a strength or advantage your brand offers, preferably one for which you’re already known.

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Topics: Branding & Positioning

Six traps to avoid in writing a brand positioning statement

Posted by Charlie Clement on Feb 16, 2016 5:05:36 PM



Writing a brand positioning statement for your product, service or company is without question one of the best ways to provide focus and clarity to your business’s marketing efforts. The primary objective is to differentiate your brand from the competition in a powerful and meaningful way. And the key is to identify the one thing on which you want to hang your brand’s hat. It can highlight either an emotional or rational benefit. But either way, it really is best to keep it singular in nature.

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Topics: Branding & Positioning

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