Jan 27, 2012

The Currency is Creativity

I have been thinking a lot lately about the importance of the creative process in getting noticed in this fast-paced world of multi-media.  We have established that we live in times of exponential change, especially in terms of marketing communications, as we live in an culture where getting attention is becoming more difficult.  The more I think about it, I believe we are at an inflection point where the creative process is more important than ever – and much more important than simply advertising or print purchases.

With the advent of viral videos and all sorts of social media, we have learned quickly that the consumer really defines our brand.  We are learning that brand management is a tricky propsosition that we have less control over than we think, and the art of messaging has a lot more to do with creating clarity around a product, service, or organization.  Gone are the days where we “pushed out” or simply broadcast messages in a one way marketing fashion to listening ears and reading eyes.  We live in an attention deficit culture, where getting noticed is really about being relevant, real, and in step with consumers. 

What does it take to build a strong brand today?  You must have a great product, some clarity around your value proposition, and find the intersection between mission and market opportunity.  You have to be relevant to your consumers.  And, perhaps just as important, you have to create a relevant message.  A relevant message requires creativity.   

The strongest campaigns today stand a good shot at going viral at the very outset simply because they possess the creative juice to carry a message.  Befre you get ready to ramp up that Facebook page, Twitter feed, YouTube channel, or website – think about the content you are creating and ask yourself if the creative process is strong.  Did you engage the best creative professionals so your campaigns stand the greatest chance of cutting through the clutter?  Print may be dying – but the currency of success is creativity.

PS – I just read a tweet before starting this blog post that there might be a Ferris Bueller II movie to come out soon.  I did not read it on the news – I read it from someone I don’t know on Twitter.