I recently came across the above ‘guidelines’ for the cartoon RoadRunner and Cayote.
Admittedly they read more like a list of rules than guidelines, but there’s two things that really struck me:
1. How well they knew their characters.
2. How they only needed 9 ‘guidelines’ to truly encapsulate the characters of the cartoon.
Now you could say that I shouldn’t be surprised.
It’s a cartoon.
They draw it every day.
But I deal with companies all the time who have been making stuff and couldn’t articulate the key characteristics that ensures their product is distinct to them.
Many could talk about the process in which they make it, but few would be able to highlight the context needed to ensure their is a consistency in the ‘experience’ for the audience.
Which reminds me of a story I’ve told many times before.
The time we interviewed chefs for Tabasco Sauce and one said,
“The more confident the chef, the less ingredients they need.”
I guess that can be paraphrased for anything … even cartoons.
Which reminds me of another story I’ve written before.
The one where Ronald Reagan articulates how you know if you’ve done a good job in expressing your perspective or point of view.
“If you’re explaining, you’re losing”.
Planners … creatives … brands should take note of both.