Creativity in Connections

There’s no arguing that creativity comes with branding. The sleek, visual appeal of a logo, packaging or the way a store is laid out or how a consumer interacts with customer service all hints at decades of the blood and sweat of creativity. It’s an essential part of what a brand is and will become. In the past it was thought that branding was to be left to just the creatives (the guy in the scarf with the weird accent that forces everyone out of the room to think in the middle of a meeting), but there is something happening in business.

There is a convergence in creativity… Traditional creatives are becoming more business focused; understanding that what they create and what they develop is something that must produce results. On the flipside, business executives are being forced to be more creative in their decision making. When developing relationships, creating products, facilitating operations, business executives are forced to perform creatively. Consumers are developing a need for this creativity; they thrive on it.

brands are quickly becoming an ecosystem of product, service, content, relationships, lifestyles; all interconnected to provide the consumer with something that will support and facilitate their personal life.

So what will the future bring? As we discuss in the FutureCast Brand series, brands are quickly becoming an ecosystem of product, service, content, relationships, lifestyles; all interconnected to provide the consumer with something that will support and facilitate their personal life. Each touchpoint, each connection will drive towards an experience and passion never thought possible in the past. With this new interconnected brand comes an opportunity for creativity. Each connection, each relationship, each action requires a level of creativity that extends the brand through the dynamic nature of which an ecosystem participates.

For example, let’s look at product sourcing (a HUGE issue for a certain segment of consumer advocates). Method knows their consumer is environmentally conscious. In order to raise their brand and add value to both the consumer and what the consumer cares about (the environment) Method has developed a bottle for it’s product that is made of recycled ocean plastic, vowing to minimize the amount of plastic in Earth’s oceans. A great feat… and look what it does for their brand. Extends it to the next level; producing passion instead of loyalty in their consumers minds.

When moving your brand forward and into the future, continue the trend of creativity and think about how each and every aspect of your brand can add value to your consumers.

 

Photo courtesy of Flickr – jef safi (writing)

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One Response to “Creativity in Connections”

  1. Fahim November 12, 2015 3:42 am #

    Hi Laura!Thanks for stoping by and the nice cntlpemeoms. I love quotes too! I am excited about adding my thoughts and questions after a good quote in hopes to get some good conversation going. I hope you will join in. Smiles back your way.Best,Sarah

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