ABSTRACT
This chapter discusses that creative ideas are instantly understood become the net under all other campaign components from media to execution. It often starts with storytelling that is disruptive, unexpected and entertaining. A story that portrays a universal truth and highlights consumer benefits enhances the brand's image. There are many ways that the creative strategy can serve as the impetus behind all messaging. The ten techniques list presents specific methods to add brand memorability and increase viewers' attention because of their impact. Ten Creative Strategies: Storytelling, Talent, Sound, Scent, Taste, Voice, Sight, Touch, Execution and Delivery. Storytelling, when featuring an underlying universal truth, will resonate with the viewer. Famous actors, celebrities, athletes, musicians and other talents can pique the viewers'/listeners' attention, especially if the audience members are fans. Well-chosen sounds can instantly connect to a targeted audience, just as key words, phrases or lyrics can. Besides musical identifiers, scent can also be used for brand differentiation.
