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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 Tom van Laer - @tvanlaer at 10:13 - 7 Comments
Tom van Laer answers the question posed after his post of 17th October, 2012 Thank you, Abhijin, for this interesting question. Depending on your age and memory, developments in the modern marketing industry seem radically new or reassuringly old. To me the past five years have seemed like the former. I perceive a new deal: Whereas in the past 150 years, media have been pushed to people, today consumers get to be part of the conversation. Using a Facebook-inspired approach, I argue that companies can piggyback on social actions by online users, because people ultimately influence people.
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