These days to get the most bang for your marketing dollars you need outstanding creative to build and grow your brand. If you think you can get by with lackluster, safe design and stale, expected language you can count on being lost in the channel. The bar is high for the creative articulation of your brand. Really high. Sky high. Why? Because consumers and users have a sophisticated sense of what is “good.” Because the tools of creativity are in everyone’s hands, using baseline creative signifies your not in touch with where the space is today. Creativity and brand go hand in hand. It’s not frosting. It is the essence of your communications and the real reason people engage with you.
You can not afford to be safe. You can not afford to do what everyone else is doing. You can not be a “me-too” brand because in this marketplace your customers can go right to the first-mover, the best-of-class brand for whatever they want. The marketplace flattening out has made incredible opportunities for brands to compete up and down the channels. It is so easy for a potential customer to see their options that if they don’t like what they see, if the brand doesn’t convey the quality and strengths they offer, the customer can easily move on. It takes a whole lot of word-of-mouth to overcome bad creativity in the marketplace. It can be done but do you really want to work that hard?
Get a good creative strategy, one that lays out a clear vision for your brand. Then work with great creative people to bring it to life in a way that really makes your brand get the attention it deserves. Go all in. That’s when you win with creative.