Creative branding

10. Creative branding

The ability to accurately assess the demand, create it, find a niche in the market, give the brand unique and attractive characteristics, know how to convey this to the target group. To create a new brand or substantially change the positioning of an existing brand and give it a new content – that is creative branding.

Suitable category for: brand/product launch campaign, brand building/repositioning case studies.

Examples of famous campaigns you may know and fit into this category:

Assessment criteria:

11. Creative design

An original and characteristic design bears the attributes of a brand – both consumer and corporate. The design of packaging is also an important factor in the consumer's decision regarding the purchase of goods. Sometimes it transcends its fundamental purpose and provides room for creativity and communication with the consumer.

Suitable category for: corporate design, brand design, packaging design, packaging technical innovation etc.

Examples of famous campaigns you may know and fit into this category:

Assessment criteria:

12. Creative sales and sales support

Methods of sales support, communication at the point of sale, consumer games and promotions constantly seek new ways of convincing the consumer to take the final step – purchasing the product or service.

Suitable category for: in-store marketing, promotions, competitions, sales support.

Examples of famous campaigns you may know and fit into this category:

Assessment criteria:

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PIAF 2018 is held under the auspices of Prague's mayor - Adriana Krnáčová.