很多时候,创意人员都会面对着很多不是创意的问题,各种前面的判断错误,到最后,都会归结为一句话:创意不好!其实,创意无法承担如此之多的罪名,很多的错误,在一开始就已经犯下,创意只是无力回天而已。每一个成功的案例,当然也经常把光环都笼罩在了创意人员的头上,而忘记了其实从客户的产品设计、概念的确定、目标对象的选择、针对竞争对手的突破口、媒体的选择,投资的大小,客户判断眼光的准确、广告 In many cases, creative personnel will face many problems that are not creative. All sorts of judgments in front of them are wrong. In the end, they all boil down to one sentence: a bad idea! Actually, creativity can not afford so many charges, many mistakes, In the beginning has been committed, creativity is powerless only. Of every successful case, of course, often a halo is shrouded in the creative staff’s head, and forget the fact from the customer’s product design, the definition of the concept, the choice of target audience, a breakthrough for competitors, the media choice, The size of the investment, the client to determine the accuracy of vision, advertising