To understand the difference between an ad campaign and a brand platform, consider the difference between a movie and a movie franchise.
Any movie that’s franchisable is more than just a story, but an entire world. Successful movie franchises start with the creation of a world that obeys its own set of rules. The richer this set of rules, the more stories can be pulled out of it – prequels, sequels, and spin-offs. This model also works in advertising and branding.
On Friday, February 9, join author, ad veteran and professor Luke Sullivan as he demonstrates a new and effective method for creating long-lasting brand platforms. Participants will learn a variety of different ways to create brand worlds with rules and their own internal logic.
Platforms are ideas that create ideas. Platforms are bigger than campaigns, more powerful, and can be the most compelling way for agencies to pitch new business. Citing industry examples, as well as some amazing work from his students, Sullivan will demonstrate a system of creating brand storytelling platforms that last.
- It only qualifies as a platform if it fits on a Post-It note
- If it is a real platform, it will start talking and won’t shut up
- A platform is a world, a world with its own rules
- “World building,” popularized at science-fiction writers workshops in the ‘50s, is a great metaphor for creating brand platforms
- How to create new worlds: Truth + Conflict = Platform.
Who should attend:
- Any brand storyteller both client or creative
- Any creative in advertising
- Pitch teams for agencies
- Anyone who creates content for a living.
About Luke Sullivan:
After 30 years in the advertising business at creatively driven agencies like Fallon, GSDM and The Martin Agency, Luke Sullivan is now chair of the advertising department at the Savannah College of Art and Design (SCAD).
Luke is author of a popular advertising book Hey Whipple, Squeeze This: A Guide to Creating Great Advertising, and the blog heywhipple.com. Luke is also the author of Thirty Rooms To Hide In: Insanity, Addiction, and Rock ‘n’ Roll in the Shadow of the Mayo Clinic published by the University of Minnesota Press.