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Abstract:

Creativity is essential to the development of positioning strategies. However, for these creative solutions to be implemented, the client must be willing to accept them. Built on a foundation of extensive research and practice in the field of creativity, the PISCESSM Process (plan, imagine, select, create, evaluate, start) is a guided creative process that leads to successful positioning action plans. By design, the process is structured to engage the client from the beginning, thereby increasing buy-in of the creative solutions that are developed. This makes the process immediately more attractive to clients because it “puts the client in the driver’s seat.” The five-step PISCESSM Process has been used successfully to develop new advertising as well as to create new products, extend a product line, and to reposition an existing product. This paper provides an overview of the steps in the PISCESSM Process including some of the creativity tools used and presents an example of successful application of the process.

Keywords:

Advertising, Brands, Creativity, Marketing strategy, Positioning, Productdifferentiation

Article Type:

General review

Article URL:

http://www.emeraldinsight.com/10.1108/08858620010316868

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