Creative Direction in a Digital World : A Guide to Being a Modern Creative Director

Content: Half Title 
 Title 
 Copyright 
 Content 
 Preface
 About the Author
 Introduction
 Acknowledgments
 Section I
 Chapter 1 --
Understand Your Audience
 Insights Only Appear When You're Looking for Them
 Don't Be a Segway
 Research without Insight Is Wasted
 Don't Confuse Customer Research with Science .
 Why Focus Groups Fail and an Easier Alternative .
 The Right and Wrong Way to Do Audience Personas
 Mapping the Consumer Journey
 The Awareness Phase .
 The Consideration Phase
 The Decision Phase
 Marketing Isn't About Selling to Customers. It's About Loving and Delighting Them .
 References Chapter 2 --
Brand StrategyWhat Is a Brand?
 Identifying Opportunities for Differentiation
 Questions to Ask When Thinking About Competitors .
 Sample Brand Positioning for Import Luxury Cars .
 Don't Emulate the Market Leader .
 Authenticity Is Important
 Find and Cultivate a Tribe of People with Similar Worldviews
 Take a Stand and Have a Point of View
 Look toward the Past .
 Purposely Break Industry Conventions
 B2B Doesn't Have to Be Boring
 Strong Brand = Strong Impact .
 References
 Chapter 3 --
The Process of Ideation and Concepting
 The Ideation Process It Starts with Clearly Defining the Objective .Give Yourself Time for Research and Inspiration .
 Creativity Is a Numbers Game
 Why I Avoid Group Brainstorming
 The Value of Letting Things Settle
 Narrowing Down Your Ideas .
 Pick Your Top Three and Create Concept Boards .
 The Golden Rules of Giving Feedback
 Listen Carefully, and Ask Questions .
 Start with the Nice .
 Make It Actionable
 Be Completely Honest and Don't Pull Punches
 References 
 Chapter 4 --
The Elements of Great Design
 What Is Great Design? .
 Great Design Is Intuitive .
 Great Design Is Aesthetically Pleasing . Great Design Avoids ClichéGreat Design Is Aimed at a Specific Audience
 Great Design Speaks to the Heart and Changes Minds .
 Great Design Sweats the Details
 Great Design Requires Great Content
 Great Design Is Timeless
 References
 Chapter 5 --
Changing Behavior by Design 
 Designing to Drive Behavior and Build Habits
 Humans Are an Operating System Loaded with Bugs .
 Facts Are Not Enough to Change Behavior .
 You Have to Framing Your Argument in a Way That Fits in Their Existing Worldview .
 The Three Core Elements of Human Behavior
 How to Increase Motivation in an Irrational Being? Our Basic Human DesiresIf You Can't Change the Actual Experience, Change the Perception
 Create Triggers That Are Actionable, Noticeable, and Timely
 Five Methods of Persuasion That Can Help Drive Behaviors
 Use Reciprocity to Create a Sense of Obligation .
 Use Commitment to Create a Tendency for People to Follow Through
 Use Social Proof to Drive Behavior Change
 Use Authority to Provide Credibility
 Use Scarcity to Create Value
 Engineer Variable Rewards and Repetition to Build Habits
 Use Variable Rewards to Drive Engagement
 The SAPS Rewards Model
 Build Repetition through Feedback Loops