CREATIVITY & INNOVATION
Why do we talk about the importance of creativity and innovation in marketing?
Well, first off, what’s the difference between creativity and innovation? Creativity is the ability to spark new and unique ideas. It’s these ideas that differentiate approaches in all fields – marketing, computing, writing, engineering, music – in fact in most fields of human endeavour. But without direction these ideas are just are just concepts, floating in the ether.
What delivers innovation is the combination of creativity and application. Taking a unique, but abstract idea, and then developing it into a practical, useful and valuable entity by application – CREATIVITY +APPLICATION = INNOVATION!
In marketing, innovation is the fuel that drives new products and brands, creates new ways of engaging with customers, and unique business models. If you’re in business, marketing is a vital discipline but you should be aware of the importance of creativity and innovation in every aspect from production, finance, administration, sales and management.
Use the power of intrigue to draw people in and keep them engaged
Intrigue: (verb) to interest someone a lot, especially by being strange, unusual, or mysterious. Dripping out information is a smart way to keep visitors and readers holding on for more. Authors and screen-writers have mastered the art. Of course they could probably...
So what?
Don't let your claims get caught in the 'So what' trap. The claims you make about your product or service are so important. Whether you are writing an ad, or a post, making presentations, video or creating an elevator pitch - there is one golden rule. Steer clear of...
Time for a vision of the future
While many of us were self-isolating and working at home, it was only natural to dwell on the gloomy business environment. We’ve been working to mitigate damage, and concentrate on survival strategies. However, it’s important to also put some time aside to consider...
‘Don’t commute – communicate’ – will it stick?
For a long time it seems, I've been trying to encourage clients to embrace modern technologies in their marketing, communications, planning and implementation. The current pandemic has forced many to change and adopt new strategies, particularly in the field of online...
5 Ways to make sure your content is relevant.
Traps to avoid with your new brand name. Most startups spend way too much time and energy worrying about their brand name. Just take a look at the names of some of our leading brands and you’ll see that they are not significant in themselves. Their importance lies in...
Your brand doesn’t exist
In fact no brands exist… not even the most famous ones.Let’s look more closely at what that means. A brand is just what’s called a social construct. That means it's a concept that we, as a society, invent to help make sense of things. They are ideas, stories if you...
Nobody’s interested in your product or service.
Customers don’t care about your business - all they’re interested in is what it can do for them. You may be justifiably proud of a new product feature you’ve sweated over. That new system you’ve designed may seem really cool to you. But all the client wants to know is...
Do Marketers and Boards speak different languages?
In an excellent article in Catalyst, the Chartered Institute of Marketing magazine, Chris Daly (CEO of the CIM) suggests boards and marketers communicate in different languages. He considers whether this may limit marketers’ contribution to the business. Now, surely...
The postman knocks once more for direct mail.
Are we ready for the new age of direct mail? You may have also noticed an increase in direct mail received over recent months. Certainly my postman's been making more frequent visits. It was predicted Direct mail would enjoy a resurgence following the introduction of...
Video marketing – if it moves – shoot it
In my early days in advertising, before video marketing, we used to have a saying, “Nothing sells like TV.” It was true… and there was sound reasoning behind it. Firstly, the medium had tremendous reach, and of course, TV is a major medium. However, the overriding...