Understanding creative work

Understanding creative work. Creative Coffee Break 12     In order to foster creativity and use it properly, we need a deeper understanding of creative work. Marc proposes a model for this: the hierarchy of creativity.   The word “creativity” is used inflationary. Whether in job advertisements, applications, or as a skill in general. Yet…

Developing formats

Strategic storytelling (5): Developing own formats. Creative Coffee Break 11     Creating your own brand storytelling formats can be easy and fun   Today’s episode is the fifth part of the podcast mini-series on strategic storytelling for brands. Marc Suess shares his thoughts, experiences, and inspiration on how to develop your own storytelling formats.…

Story Mapping

Strategic storytelling (4): story mapping. Creative Coffee Break 10     Crafting engaging stories can be easy – with the right tool.   Today’s episode is the fourth part of the podcast mini-series on strategic storytelling for brands. Marc Suess introduces his story mapping tool – the perfect way to collect, organize, and craft engaging…

Understanding your audience

Strategic storytelling (3): Understanding your audience. Creative Coffee Break 09   Using empathy and the right tools to create better buyer personas.   Today’s episode is the third part of a podcast series on strategic storytelling for brands. I talk about the importance of defining your target audiences, using more than just socio-demographic data, but…

Brand Core Story

Strategic storytelling (2): Core Brand Story Creative Coffee Break 08     How to find and define the core story of your brand.    Today’s episode is the second part of a podcast series on strategic storytelling for brands. I want to introduce to you the concept of a brand core story – the fundament…

AI-driven design tools

AI-driven design tools  Creative Coffee Break 07     Today’s episode takes a look at AI-driven design and new tools that can create images by simply typing in a description (e.g. Midjourney). The big question is: Will artificial intelligence replace designers? I don’t think so! Actually, I developed 3 theses that state quite the opposite:…

Strategic storytelling (1): ROI of content

Strategic storytelling (1): ROI of content Creative Coffee Break 06     Understand the Return On Invest and other benefits of brand content strategies.   Today’s episode is the first part of a series of podcast coffee breaks on strategic storytelling for brands. We start with a strategic view: I offer 3 perspectives on storytelling…

The power of the storyboard

The power of the storyboard Creative Coffee Break 05   What brands can learn from storyboarding to improve processes and develop better ideas. For this creative coffee break, I want to introduce the creative technique of storyboarding. You maybe know storyboards from the movie industry, but they can also be used to understand, plan, and…

The sound of your brand

The sound of your brands Creative Coffee Break 04     For this creative coffee break, I want to introduce you to a great creative exercise: Think about the sound of your brand! What genre of music fits your brand? What instruments represent your products or services? Are you a simple melody or a complex…