Creativity Marketing is not about throwing away the know-how and theory that make up marketing as a practice or an academic discipline. It is about questioning and challenging, exploiting paradoxes, injecting audacity, turning ideas on their heads and connecting divergent dots. It embraces a different way of thinking about the relationships between customers, producers and other participants in the value chain. It redefines value and value creation. It places creativity in a head-on collision with rigour and analysis to spawn greater relevance and focus in "market making".
In the spirit of Creativity Marketing, this blog is to be co-created by researchers in different fields around creativity, marketers, marketing students, consultants, strategy experts, journalists and whoever wants to contribute to our collective thinking.We'll look to share our research, our teaching, our findings, our activities and our events. We'll try to ask questions, provoke reflection and encourage discussions. In other words, we will put Creativity Marketing at work and continue to build it.