Creative: Conduct a Creative Symphony

Display, where all can see, what’s been done: covers, Web pages, e-mails, signage — as soon as it’s approved. That is, don’t wait until it’s published. This gives everyone an opportunity to see how (and if) multiple parts can work in concert. If one artist creates a new graphic that another channel can use, or if one team takes a direction that helps (or hurts) the brand’s personality, it’s an opportunity to review, adjust and strengthen your efforts.