NEW JERSEY, October 14, 2002: When describing a writer or art director on the agency team, we say that he or she is "creative." In fact, the whole department is called "creative." Because they have the ability to invent, to conjure something new, they are able to combine words and images in memorable ways to help build your brand.

But those words and images laid out on the paper - the actual product itself -- the ad, the headline, the visual -- this is often referred to as "the creative." How often have you heard -- or even said, "Now, let's present the creative." Or, "we have to test the creative."

To me, applied in this sense, the word "creative" trivializes the work. Gives it a whimsical, flightly, offhanded tone that's kind of blurry. Plus, it also conjures images of ascots and cigarette holders. And that's not adding value to the creative team.

I think a better term to use is "brand expressions."

Brand expressions implies, first of all, that everyone in the room knows the brand -- inside and out. Because when it comes time to evaluate the work -- new ad concepts, for example -- that's what we're evaluating -- how well the words and images represent and communicate the value of the brand.

In this light, it doesn't matter how "creative" the work is -- what matters is how well the work grabs you, how well it communicates the brand essence and its core values. And how easily this is communicated.

Second of all, brand expression can be applied to all promotional pieces -- whether you are looking at layouts, watching a DTC spot, or listening to the radio commercial.

Next time you have to review - or present -- ad concepts or the new sales aid -- try calling it the brand expressions. One of two things will happen -- you will be forever remembered in the minds of your creative team as a champion. And for those who don't understand what you mean by brand expressions will quickly get up to speed. In which case you've done everyone a favor.

PositionInk is a weekly column that addresses issues relevant to pharmaceutical marketing. If you want to contribute an article, or suggest one, please call 908-507-7379. Or email to info@rxme.com.

Pharmaceutical marketing executives use RxME: THE HIGH-POTENCY RxPORTAL: RxME is the pharmaceutical marketing executive homepage, and the premier online information resource for healthcare marketing professionals. Specializing in decision-support information for pharmaceutical marketing personnel around the globe, RxME is designed for pharmaceutical marketers of every type, inlcuding product directors, sales managers, sales representatives, advertising executives, writers, art directors, market research analysts, and all personnel involved in the marketing of ethical pharmaceutical products. The only Rx portal designed for pharmaceutical marketers by pharmaceutical marketers, RxME is dedicated to helping men and women in the Rx industry to build their brands, their businesses, and their careers. Edited by veteran pharmaceutical marketing professionals, RxME delivers relevant, potent content...unlike other sites featuring automatic content delivery, RxME selects only the news stories that are pertinent to Rx marketing. There's no need to dig though reams of news stories or layers of navigation to find the information you need. If you haven't already told your colleagues about RxME, we invite you to do so today. But we understand if you don't. After all, there can ony be one "smartest person in the meeeting." Thank you for visiting RxME. Just be sure and visit QD -- because the most important brand you're building is You.®