Most high-performing businesses spare no shortage of time and effort in developing a viable business strategy, and a hard-hitting brand strategy to support it. But what about a creative strategy? Too often brands conflate brand and creative strategies, robbing their business of either destination or approach. The businesses that truly succeed are the ones that complement their brand strategy with a creative one.
Creativity underpins the success of any profitable brand, even those not usually considered to be in a creative niche. The reason for this is that the thoughtful application of new ideas is critical to a business being able to improve its processes, offerings, and profitability. Creativity in business is about more than invention. It's about innovating: taking an invention or idea and incorporating it into your business model.
Bravery is quite the buzzword in marketing and advertising these days. People talk about being brave and fearless, but the reality is that bravery goes hand in hand with fear. To be brave actually means to step out into something, to take a risk, in spite of fear… not to take a risk with an absence of fear. If there’s no fear involved, is the step you’re taking really a risk? Probably not. Ergo, it’s probably not all that brave either. What are you afraid of?
In marketing, rules constantly change as advertisers and businesses discover new and fresh ways to market to their right people, and consumers respond, react, and engage with their favorite brands. One strategy that’s getting bigger is experiential marketing.
You might get the gist just from the name, but basically, you’re creating an ad strategy that helps consumers experience your brand. Some call it an immersive experience, while others call it engagement marketing.
Whatever you call it, think of it like this. Why listen to your favorite singer on YouTube if you can see them live, in action? Because we all know there’s something special about seeing a live show that you just can’t convey adequately through a video or an mp3. It’s immersive, and you have to experience it firsthand to really get the full effect.
The most profound effect on our actions, impact that makes a lasting impression and sets our future selves up to perform the same action again and again, stems from emotions, not logic. Emotions operate on an altogether different playing field than cognitive thinking.
Put simply, they knock it out of the park when it comes to effectiveness in advertising and brand building. Instead of appealing to higher minds, brands are hitting people right in the guts, using ads that invoke emotion and attempt to trigger a specific response. Sound a bit like manipulation? Well, it is. But it works.