What’s at the heart of both strategy and creativity?
It’s the same thing: the core idea. The nub. The essence.
The thing that makes everything else make sense.
In strategy, Richard Rumelt calls this the “kernel.” It’s made up of three parts:
Diagnosis – What’s the real problem?
Guiding policy – What’s our approach to deal with the real problem?
Coherent actions – What realistic actions are we going to take to carry out the guiding policy?
This kernel is a useful concept but more importantly, it separates real strategy from a wish list. Because it gives clear direction and focus.
In marketing, advertising and design, the equivalent of the kernel is the creative concept.
It’s the overarching idea or theme that drives a campaign or project. It gives all your messaging shape and emotional resonance. It guides the tone, visuals and narrative across the whole campaign.
Without a strong concept, creative work loses its effect and you end up with a campaign that doesn't land and can’t be effective.
Whether you're building a campaign or a business strategy, you need a clear core concept. One focused, well-articulated, deeply considered idea - the organising principle.
Because when you have that, everything else falls into place.
What’s the central idea behind your strategy or campaign? Test this by completing the sentence “It’s all about x”.
If you can’t name it (in just a few words), you probably don’t have one.
Here are two examples. The first example shows how a central idea or ‘kernel’ is applied to deliver a coherent approach that differentiates Square from other card reader companies and banks.
The second example is Nestle's Kit Kat, which shows how long-term success can be achieved by using a single, strong creative concept.
Strategy - Square card readers
Square was one of the first companies to offer an affordable card reader.
Core concept: ‘Payments for everyone’. Square offers small business owners a simple and affordable way to accept credit card payments using their mobile phones which makes it possible to take electronic payments.
The company does this by applying unique technology and a new business model that challenges the banking status quo to capture a market that previously didn’t exist.
How do they do it?
Free sign-up to stimulate rapid growth by removing barriers to trying the system;
Cheap hardware (97c vs $950)
No contracts which meant no fine print
Elegant software that was easy for novices to use
Minimal customer support because the system and everything around it was so simple
Beautiful hardware with a form factor that got it noticed and talked about
Fast settlement to delight customers and prevent “where’s my money?” calls
Low price – 2.75% per transaction vs an industry standard of 4%
New fraud model – Square took on the risk on behalf of the merchant and used intelligent software to identify fraud early.
Creative concept - Nestlé Kit Kat
Core Concept: Kit Kat's creative concept centres around the slogan "Have a Break, Have a Kit Kat". Its success lies in its tight focus on a universal human need for a break. Many products might offer a moment of indulgence, but Kit Kat has successfully differentiated itself by owning the "break" territory in confectionery.
How do they do it?
The "Have a Break, Have a Kit Kat" slogan has been used consistently for over 60 years, and it's stuck in people's minds.
The unique four-finger product design encourages you to break it, linking eating it to the idea of a pause.
The satisfying "snap" when broken and the wafer and chocolate create a unique and memorable "break" experience.
Kit Kat ads have universal appeal by showing different everyday situations where people need a break, and a Kit Kat is there to help.
The brand stresses how relaxing and enjoyable a Kit Kat break is, putting the focus on the emotional benefit.
By always using the same red packaging and logo, the brand is instantly recognisable.