00000cam a22000004i 4500 UP-99796217612861112 Buklod 20180920132838.0 t rm |||| ud ta 180920s2016 xx d r |||| u| 9781440341557 (pbk) (iLib)UPD-00385113550 FA-6725 Forefront Book Php 1,337.76 DLC DCFA rda eng DMLUC NC 1001 D38 2016 Davis, Douglas author. Creative strategy and the business of design Douglas Davis. Blue Ash, OH HOW Books, an imprint of F+W Media 2016. 208 pages 23 cm text rdacontent unmediated rdamedia volume rdacarrier Includes index. Foreword -- Introduction -- Welcome to the other side of the brain: business concepts creatives should understand -- Emerging from the cocoon: the benefits of strategic approach -- What they say versus what we hear: translating client requests -- You talkin' to me?: reaching your target on behalf of the brand -- The cord-cutter struggle: understanding features, benefits, and values -- Think how they think to do what we do: implementing the creative strategy framework -- Getting knee deep: the advanced strategy session -- Beyond "make it pretty": positioning, pitching, and leading the client -- Where's the map?: 11 questions a creative brief should answer -- Matchmaking: aligning target, channel, and messages -- Sell without selling: preparing yourself to present -- How to take a punch in the face: 7 tips for surviving as a creative -- Dragon slaying" successfully managing fear -- Portfolios are like cartons of milk: words problems from relevant practitioners Commercial art. Design. Advertising. Marketing. FO UPD DCFA NC 1001 D38 2016 Book