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.
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.
- 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