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Posted by Peter Stephenson-Wright at 4:08 - 0 Comments

The global economy's operating system is being reworked and today's leaders must adapt to a new reality. Marketing plays a critical role in the current economic environment and people recognise that the sector is evolving more rapidly than ever before, driven by the growth of digital channels, brand communities and big data.

Creativity: A vital element for businesses success worldwide

In order to succeed in this dynamic environment, it is fundamental for marketers to apply creativity in every aspect of their marketing strategy. 

The great strength of creative ideas is that they take risks and go to unexpected places, which is also their biggest weakness: how can we judge the quality of something that may have few benchmarks?

Top marketers need to deal with the challenges that may come from traditional business practice, colleagues' perspectives, etc. Today's marketing leaders must be able to convince, demonstrate, organise and deliver innovative approaches. They stand out from the crowd thanks to creativity, a key skill for leaders and vital element for businesses success worldwide.   

Lavazza

In this article, we define five key steps to develop creative quality through an analogy with the five step quality procedure of the Lavazza coffee company in Turin. From defining the standards of quality to measuring the right aspects of creativity, you can learn the secrets of what makes a great creative outcome in the marketing process.

Key insights:

  • Understanding how creativity is an organic product just like coffee
  • The importance of defining quality and taking risks in the creative process
  • Measuring creative quality is essential but can be challenging
  • Execution will make or break your creative idea

Read more

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