Tag Archives: marketing artistry

Creativity is a virtue of the stupid

Think about that for a second.

The process of logic can (and does) deliver great outcomes that make significant economic and social impacts.  People who just get things done through running the logical process to its end are more often than not thought of as being smart.  So by definition, someone not following logic is stupid (the opposite of smart), right?

However it’s from illogic that most real creativity flourishes, so isn’t creativity then, a virtue of the stupid?
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What do I know?

Before I meet you I may not know what you do, what you sell, what it does, who (or why) it impacts or what market gap it fills or shifts.  I may not know anything about your business, cause or mission.  In fact, there’s every likelihood that as far as your business, product, market and goals go, you know bucket loads more than I do.

So what qualifies me to tell you how you should market, what media channels you should look into, what strategies and tactics you should employ to build your brand and your business as a whole?

I’m not going to bore you with my background but if you want to, please follow this self-promotion link.

Learning and experience is where most strengths lie.  Knowing what works, how and why.  Taking what’s basically a standard marketing framework and adapting it to your unique proposition via thoughtful analysis and following it with daring action.

Insight is one of my strengths.  I see angles and stories not everyone else does, which form the basis for cut-through strategy, creating unique positioning, memorable experiences and communications tactics that raise a ruckus with desired audiences.

Through my experiences and learning I created my own pathway, if you like (framework is kind of last year) that I use to bind and check the elements (and progress) of a plan, both strategically and tactically.  It was a long, provocative, creative process to get to this, though it doesn’t look that way when you’re just reading 6 words on a page (one never sees how much work goes into something and in a sense, that’s a good thing).

Invite, Entertain, Interact, Experience, Engage, Motivatetm can be applied at the grass-roots level of a single, tactical piece of communication or as deep, strategic and paradigm shifting as organisational change, IT systems, value-chain integration or account management systems, customer experience systems or brand repositioning.

Though it’s my trademark, it’s not a trade secret (but the way I apply it is).  In fact I think it’s pretty basic, though it’s amazing how many marketing or communications plans I see that don’t do it.

If what you’re planning doesn’t answer “yes” to the question “does it?” for the first five words (or binds together with another tactic to answer the queston), then you’re going to struggle to create motivation, which should be the desired action of any marketing or broader business plan.

I felt it was important to say that.

Be detailed about your brand, if nothing else.

Working through a brand launch project with a client very recently, I received some feedback that made me think (not do, which should be an aim of most feedback anyway, but that’s for another post).

We were working through a new website specifically, but it’s in the context of a brand launch.  He told me that I was a detail guy; that I had a proverbial “eye for detail”.   That raised an eyebrow (mine).

See, if there’s one thing I’m not great at it’s detail.  It’s not my strength.  My strength is seeing the broader picture, how things are interacting together to send a single message, and whether that message fits or is right, in the context of a brand.  I’m a visionary thinker, at a strategic level (meta, macro & micro).  I’m a right-brainer, and details are like clowns; they frighten me and when it comes to executing details, that’s best left to others.

When I thought about it though, I came to a realisation.  When talking about creating, building and sustaining strong brands & mind-blowing brand experiences, I AM a detail guy.  Say it loud, say it proud, and so should you be.

After the truth-finding mission, it’s the details that I get concerned with.  The look and feel, sure.  But it’s also the customer processes & experiences, staff (and owner’s) attitude, sensory elements including the graphic design, font styles, copy style (length, depth, how technical or descriptive, fun, serious or somewhere in between).  Every invitation & interaction between you, your market & your customers has to be rooted in your brand, and if getting anal on those things makes me a detail guy, then a detail guy I am.

See, you can have the most fantastic analysis on strategic position ever done, the greatest, most memorable name in the world, a logo that drops jaws and ads that stop traffic.  But it’s the little things that will de-rail (even destroy) your brand if you let them, and take you from memorable to forgotten in a gasp.