“Vision is the art of seeing what is invisible to others.”
Jonathan Swift
Most brands dive into their video projects and then wonder why they can become so expensive, take longer than expected and ultimately under perform. The answer is usually because they had no project vision for their video project. Read more
“Happiness lies in the joy of achievement and the thrill of creative effort.”
Franklin D. Roosevelt
Despite the fact that most New Years resolutions are doomed to fail (according to a study by Dr. Richard Wiseman the actual success rate is only 12%) we continue to make them. Read more
“All men can see these tactics whereby I conquer, but what none can see is the strategy out of which victory is evolved.”
Sun Tzu
Creating a video strategy is a simple way to guarantee the successful outcome of a video campaign. It concentrates the minds of the marketing team on what they are trying to achieve with their video campaign. Read more
“The essence of strategy is that you must set limits on what you’re trying to accomplish.”
Michael Porter
All journeys may start with a simple step however they usually end better if you know where you are going first. It is the same when creating video content you first need to know what you are trying to achieve. Read more
Treat your content like a product
Drew Davis
As brands are required to create more content for an insatiable audience it becomes more difficult to be relevant to your audience. The pressure to become content publishers is often at odds with the principal of creating content that is actually useful.
I try to avoid this dilemma by subjecting my potential content to a series of questions. Only if the new content passes this test will I proceed to publish it. Read more