Advertising Creativity for all Audiences
The point of view of a brand
A course by Daniel Granatta , Consultant, Advertiser, Engineer, and Anthropologist
Joined May 2002
Joined May 2002
About the video: The point of view of a brand
Overview
“In this lesson we will discover that, like people, it is necessary for brands to have a point of view, and what happens when they do not have it.”
In this video lesson Daniel Granatta addresses the topic: The point of view of a brand, which is part of the Domestika online course: Advertising Creativity for all Audiences. Learn to conceptualize, produce, and sell ideas.
Partial transcription of the video
“[Music] Something that helps a lot when it comes to creating solutions for a brand that you like is knowing if the brand takes for something or not. Having a point of view as for a person is essential. Sometimes that may take you to win you some enmities but also on the other side and thinking positive will cause that many people take sides with you because you take a stand for something. There is a sentence that I think that picks up very well this feeling and is not exactly well of who it is. I've seen it awarded to Malcom X or Alexander Hamilton who says that if you do not take sides for...”
This transcript is automatically generated, so it may contain mistakes.
Course summary for: Advertising Creativity for all Audiences
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Category
Marketing & Business -
Areas
Advertising, Creative Consulting, Creativity, Marketing
Daniel Granatta
A course by Daniel Granatta
Daniel Granatta is an advertising and innovation expert. Although he was born in Spain, he's been living between the United States and Mexico for over ten years.
He stumbled upon his love for advertising and innovation by chance. Since he had studied engineering and knew how to code, when he finally discovered multimedia programs such as Macromedia Director and Flash, what used to look like numbers on a screen to him had become moving objects that users could interact with.
He founded a small company with two friends and worked on building multimedia interfaces and experiences for many years. He always remained very curious about why people actually used them or not, until one day he decided to study anthropology.
Daniel is currently an innovation and futures design consultant. For many years, he also worked in advertising and creative agencies such as Grupo W, JWT, and Flock as a creative director. He has since sparked a movement that seeks to bring about disruptive change in the Mexican advertising industry.
In his role as an advertiser, he has won important awards in the industry, including 6 Cannes Lions in a single year, and he has been a jury member at a large number of festivals.
He is also a book author and a columnist for various magazines and blogs and teaches at universities and schools in Spain, the United States, and Mexico.
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