I make my living as a creative director at an entertainment advertising agency. I’m always thinking about branding, product positioning, and creative solutions that stay “on message.” So I decided to apply a similar process to our home remodel (which I call The Happy New House). Here’s why:
1. It’s fun.
2. It creates a common language for homeowner and architect to discuss creative development.
3. It helps everyone stay “on message.” (Our key strategy: Stay connected as a family. Our core tactic: Create public realms to encourage “elbow-rubbing” opportunities. Our creative filter: Love. Heart. Happiness.)
4. It’s political. Corporations spend millions of branding-dollars trying to "own" concepts like "happiness" "loyalty" and "family" in the minds of consumers. But those concepts DON'T belong to corporations. They're ours. And we aren’t simply "consumers." We're people: Moms, Dads, and kids – making our way in the modern (and sometimes scary) new world. The "family brand" attempts to level the playing field of corporate influence by taking back what we care about most: Our relationships with each other. (NOT our relationships with McDonalds.) (ARCHINECT.COM)
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