Faculty research profiles
John C. Sutherland
Summary
Dr. Sutherland’s research on creative concepts and market intelligence contributes to the ways in which information is gathered (primary and secondary research), shared by client and agency (market intelligence) and how “creative” concepts are produced with uniformity/regularity. With Dr. Lisa Duke Cornell, Dr. Sutherland studies the parameters of the advertising creative concept, as defined by professionals and advertisers. Then, they sought to devise and test the preliminary stages of a construct that identifies three structural components of creative concepts: internal confluence, external confluence, and imaginativeness. Of particular interest to Dr. Sutherland is the concept of external connectedness, which refers to way in which disparate types of texts inform and reinforce each other across time (e.g., genres) and to where creative turn for inspiration. Dr. Sutherland’s work in brand personality and congruity theory contributes to the theory of congruity and brand image regarding brand differentiation and positioning strategies.
Keywords
Marketing, marketing communications, branding, brand management, brand personality, campaign planning, creative process, creative briefs, positioning, market/audience segmentation, message strategy, survey research
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