Catalog Creative: Common Problems Evident at ACCM Critiques

The critiques at the ACCM’s roundtables and medical center in Boston last week that I took part in had some clear themes. The biggest creative challenges that surfaced this year seem to center around common areas.

1. Brand Identity. This, I concluded from giving these critiques, is a growing concern, as more catalogers realize that strengthening brand translates into sales. Goals include communicating a distinct personality and look as it relates to a “unique” positioning. Multichannel interpretation of brand is also top of mind.