NEW JERSEY, January 13, 2003:
"These concepts are really creative," said the account person. "They're on strategy, they position the brand appropriately, the bullet points differentiate the brand over the competition, great graphics -- and really creative concepts."

But are they intimate? Do they speak the language of the physician, communicate a sense of mutual understanding, shared insight, common ground? Does is connect with the doctor in a way that establishes trust, comfort, between company brand and customer? Does the ad go beyond features and benefits -- to tell the reader "We see into your world, we know what you go through, we know what is true, and we get it -- and so does our brand."

I submit that during an evaluation of concepts, the brand team should judge an ad's ability to achieve brand intimacy. I beleive it's a more relevant criterion for evaluation -- and a more potent adjective than "creative." Because an ad's ability to achieve brand intimacy has important implications regarding the success of the campaign. I also believe that when we evaluate creativity, what we're really saying is "this concept achieves intimacy for the brand in a way that is original, simple, motivating, and emotionally satisfying."

At your next concept review meeting, bring these terms into the discussion.

Go ahead. And watch the work improve, the team become more excited, the client become more satisfied, and the brand's performance improve.

Look at athletic footwear. Why did Nike break out of the pack? Brand intimacy. Spoke the language of the athlete. Imagery, copy, attitude. Are they really any different from other sneaker brands? Well, yes -- they understand the everyday athlete -- and that insight is not only part of the campaign, it's become part of the BRAND itself. Same with Maytag dependability. Same with Volvo safety.

Take another look at your brand's ad campaign, and if it achieves brand intimacy, your brand is reaping the benefits of that campaign.

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