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.
The Price of Creativity
Value and price - the creative dilemma The exploding catalogue of AI solutions can take over many of the day-to-day functions of advertising creatives, and this brings the value of real, human, creative concepts into sharp focus. The value of those brilliant ideas,...
Creativity and the problem with humans
Creativity is a very human problem Let’s start with the good news. There is evidence to suggest that there may be a creative gene. Even better, it looks like we all have it! Dr. George Land, along with his colleague Dr. Beth Jarman, developed a creativity test known...
Why a Creative Culture is Essential, Even for Small Businesses
If you’re involved in running a small business today, you don’t need me to tell you of the numerous challenges you face – competition, limited resources, and the need to stand out in a crowded marketplace. To overcome these hurdles, a creative culture is not just a luxury but a necessity.
Memorability and b2b marketing
Memorability in marketing refers to the ability of a brand or advertising campaign to stick in the minds of consumers. This is important because the more memorable a brand or campaign is, the more likely it is that consumers will remember it and make a purchase. This...
Advertising Concepts – what’s the big idea?
What’s the big idea? How to create great marketing and advertising concepts “It takes a big idea to attract the attention of consumers and get them to buy your product,” wrote David Ogilvy. “Unless your advertising contains a big idea, it will pass like a ship in the...
4 really good reasons for a brand refresh
4 really good reasons for a brand refresh A brand refresh can be a powerful tool - so long as it’s for the right reason. But let's start with a really bad reason. And this is all-too-common - the owner, or CEO wants a change. They’re fed up or bored with the brand or...
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 now important to also put some time aside to...
‘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...