Just do it…
Once you've done all your thinking, research, and empathizing, hopefully you have a pretty good idea what you want to say – what the brand narrative is going to be. It’s time to start synthesizing all those influences into the semblance of a big idea.
Creativity, where art thou?
The big idea – the brand story running throughout a campaign and the entire business – can’t come from a rulebook or a set of data. So where does creativity come from?
Do B2B companies need a face?
Since the advent of Social Media, there is a growing move within B2B-centric businesses to act more like a person rather than just a company.
Don’t get into the box…
We’re forever being told to “think outside the box”, but we say “don’t get into the box in the first place”. These days, traditional business structures can seem irrelevant.
Marcomms to the rescue!
I would go so far as to argue that marketing communications can actually lead business development and not simply promote what’s already there. Marcomms can be a catalyst for new business and add real value. A claim too far? Hear me out.
A marriage of art and science
George Bernard Shaw once wrote: “The reasonable man adapts himself to the world; the unreasonable one persists in trying to adapt the world to himself. Therefore all progress depends on the unreasonable man.”