Lots and lots of Global Brand Guidelines

Creative strategy and brand guidelines are my bread and butter. Whether you call it a Core Brand Idea or a Brand Essence, a Growth Process or a Positioning Exercise, I love this stuff.

Every agency has different, yet similar, ways of developing creative strategy and different ways of delivering that information to markets and vendors. I've done brand books, brand guidelines, style guides, message architectures, lifecycle roadmaps, value propositions, positioning, visions, and all the other strategic thinking that creates the backbone for creative campaigns (for brands or corporate). Here's some excerpts from some old favorites. Many also have sample tactics and demonstrations of the campaigns.

Boehringer Ingelheim Equine Division: Corporate Brand Guidelines

VETMEDIN (Canine Heart Failure) "More than Medicine" Campaign

ORENCIA (Rheumatoid Arthritis) "Dark-to-Light" Campaign

ORENCIA (Rheumatoid Arthritis) "Symptom Ropes" Campaign

Pexion (Canine Epilepsy) "For All the Reasons" Campaign

Acceleron Sotatercept Global Brand Portal and Global Brand Book

The ORENCIA Campaigns were the intellectual property of CALCIUM USA and Bristol-Myers Squibb. The VETMEDIN campaign, and each of the campaigns represented in the Equine Division guidelines is the intellectual property of Circa Healthcare and Boehringer Ingelheim. The Acceleron campaign is the intellectual property of Calcium USA and Acceleron (now transferred to Merck Co.).