Tuesday, August 02, 2005

creativity in the multicultural environment by lapiz & burrell

unfortunately there was really nothing to debate during this session. as interesting as the topic is, i think the speakers were playing it safe by talking about already accepted beliefs instead of new and original point of views. i was hoping to have a discourse on contrived cultural conveniences regarding the hispanic market but the subject wasn't even remotely touched. and it would have seemed very out of place to just jump into the topic without a segway.

what was covered was basically that some creative executions do warrant a cultural nuance. first you identify/acknowledge the brand essence, then formulate/adapt the communication strategy and then adapt/keep as is the execution. the brand essence is always the same regardless of audience. the comm. strategy will have to be modified if it doesn't work for the specific target segment.....then the execution falls right into place with the strategy......

this sounds kinda weird....i'll post a better explanantion when i have more time.....

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