Think Outside The Bulb
• Creativity Informs: Marketing’s responsibility to inform is greatly enhanced by creativity. Creativity makes marketing more vivid, and many researchers believe vividness attracts attention, maintains interest, and stimulates consumers’ thinking.
• Creativity Persuades: The ancients Greeks created legends and myths about gods and heroes -symbols for humankind’s instinctive longings and fears – to influence human behavior and thought. Today’s marketers are doing the same thing; they are creating new myths, heroes and symbols like Ronald McDonald, the “Can You Hear Me Now” guy from Verizon, and more recently the Gecko from Geico Insurance.
• Creativity Reminds: Imagine using the same invitation, without any creativity, to remind people to try a particular product everyday for a month. The invitation would become stale very quickly. Only creativity can transform boring reminders into interesting, entertaining marketing communications. Nike is proof. Several commercials in a Nike campaign never mention the company name or even spelled it out on the screen. Each communication told a story. And, the only on-screen cue identifying the sponsor was a single “swoosh” logo inscribed on the final scene.
Tags: creative ideas, creative marketing strategy, profitability