CMC Blog

Browse posts
Posted by Benjamin Voyer at 12:45 - 2 Comments
When people see a brand as a creative one, they expect any of its moves (e.g. new product launch, TV ad, etc.) to be creative ones. On the one hand, this is highly positive, since having a reputation of being creative means having a lot of attention around one’s initiatives. But these expectations can also backfire. If you are not consistently perceived as being creative, then you disappoint! Even if you are still significantly better or more creative than the competition.
Posted by Benjamin Voyer at 10:31 - 0 Comments
During my career as a marketing practitioner – and still these days as a marketing consultant – I have worked for very different types of companies and in different industries: Fast Moving Consumer Goods (FMCGs), public institutions, banks, commodity suppliers…
Posted by Benjamin Voyer at 10:00 - 3 Comments
Today, I want to discuss two common shortcuts people make when thinking of what makes a brand creative – and what doesn’t. When I ask students that question, the same names come back most of the time – Google, Samsung, or Apple. Often, people make judgements about creativity based on the industry companies belong to – technology being often seen as a shortcut for creativity. The problem with this kind of reasoning is that it treats creativity in absolute terms, rather than in relative ones. Let me explain. Creativity marketing is about being better at using creativity than the industry average. In addition, not all creative brands come from creative industries – for instance, Innocent can be seen as a very creative brand, although its industry – fruit juices – is not a very creative one. Creative inspirations can be found in any industry, not just the creative ones.
Posted by Benjamin Voyer at 10:04 - 0 Comments
Launching new products is something very exciting for a marketing manager, but it can also be a daunting prospect, since the fear of failure can be very stressful. Indeed, many failed launches regularly make it to the classroom as ‘state of the art’ failures – Dasani Water in Europe, Bic Perfumes to cite only a few. One thing I have noticed is that most of these failed launches have in common a failure to educate customers to a new gesture. Offering innovative products with new benefits is not enough to guarantee market success. One requires a genuine ‘education’ to the new associated gestures. One industry that has extensively used education to new gestures is the cosmetics industry – even more so with the launch of cosmetics for men – think about it: how do you educate customers to go beyond after-shave products to a more complete care solution?
Posted by Benjamin Voyer at 10:24 - 1 Comments
When I decided to become an academic and seriously started thinking about doctoral studies, almost 10 years ago, I thought research was the most creative exercise one could do. After all, isn’t it about generating new knowledge, going beyond what is already known? Having spent some years in the marketing industry, where I felt my daily job as a marketer was sometimes very constrained, and not really creative after all, I thought I would find infinite creativity in academic research.
Posted by Benjamin Voyer at 18:01 - 0 Comments
When people talk about creativity, they say that it is about ‘thinking out of the box’, ‘breaking the rules’, or ‘being different’. And they are certainly right. Yet, people often associate creativity with complex innovations, technical or not. But is creativity necessarily the opposite of simplicity? In this post, I want to draw readers’ attention to how marketers can be creative by taking things back to the ‘simple’ level.
Get Social & Share

Instagram

Latest from CMC Blog
Most active posts
How to Build a Billion Dollar App - 7 Comments
Posted by Creativity Marketing Centre @Creativitymktg
at 24/06/2015 7:49
Who's creative, who's not? - 3 Comments
Posted by Benjamin Voyer
at 09/11/2012 10:00
‘Growth hacking’, the new marketing trend in startups - 3 Comments
Posted by Vishal Kapadia - @vishkap
at 05/11/2012 15:10
The Vicious Spiral of Consumer Expectations of Creative Brands - 2 Comments
Posted by Benjamin Voyer
at 07/01/2013 12:45
Are retail stores dinosaurs? - 1 Comments
Posted by Minas Kastanakis
at 15/03/2013 10:37
Kristine de Valck, dry chicken, and paintball - 1 Comments
Posted by Tom van Laer - @tvanlaer
at 05/03/2013 16:18
Shakespeare was wrong - 1 Comments
Posted by Peter Stephenson-Wright
at 12/02/2013 13:50
How should companies respond to stories in social media? - 1 Comments
Posted by Tom van Laer - @tvanlaer
at 19/11/2012 11:50
Value as process - 1 Comments
Posted by Vlad Glaveanu
at 16/11/2012 11:31
Latest posts
12th Annual London Campus Careers Fair our biggest yet!
Posted by ESCP Europe Business School
at 06/10/2017 6:14
ESCP Europe Business School (London) shortlisted for UK Business School of the Year
Posted by ESCP Europe Business School
at 07/09/2017 11:08
L’Oréal & BigPicture2017 : Shape the Future of the Industry of Beauty
Posted by ESCP Europe Business School
at 12/05/2017 6:33
Latest comments
On How to Build a Billion Dollar App by Free FIle Hosting
Tags

Anything in here will be replaced on browsers that support the canvas element

Authors