Strategy, Execution, Self #10: Creativity

It's a common misconception that only those with a creative or marketing background can be creative.

Making new connections between objects, ideas, locations, people, or activities, on the other hand, is the essence of creativity.

A brand may advance by making these inventive and beneficial connections. For instance, DeBeers used the notion of a right-hand ring as a sign of freedom in the 1990s by associating it with successful, independent, modern women.

Similar to this, L'Oreal's "Because I'm Worth It" campaign separated beauty from the notion that one must be alluring to men in order to connect cosmetics with self-appreciation.

The most successful businesses are those that spark creative productivity by forging fresh, important relationships. It is not a matter of investing more money on creativity for its own sake.

Practices

Here are some ways to improve the creativity of a brand:

• Encourage innovation: If you want your company to be innovative, create a culture that encourages people to try new things and take risks. Let employees talk to each other about their work and share ideas.
• Try to find ideas: Look for ideas from many different places. Keep up with the latest trends in your industry and beyond by going to conferences and events and reading books and articles.
• Collaborate: Work with other brands, designers, and artists to give your work a new perspective. You can also work together with your customers by letting them take part in making the product.
• Accept all kinds of difference, including differences in thought, culture, and experience. This will help you come up with new ideas and think outside the box.
• Keep an open mind: Keep an open mind and be ready to question what you think you know. Don't be afraid to try out ideas and methods that are different from the norm.
• Test and improve: Put your ideas to the test and improve them. Don't be afraid to try new things and learn from what doesn't work.
• Stay true to your brand: You want to be creative and innovative, but you also want to stay true to your brand. Make sure that any new ideas fit with the values, mission, and character of your brand.

Examples

• Campaign: Old Spice's "The Man Your Man Could Smell Like" campaign: Actor Isaiah Mustafa's funny and irreverent role in the campaign helped bring the brand back to life and reach a younger audience. The campaign went viral, which helped Old Spice sell more and make more people aware of its brand.

• Business System: IKEA has come up with a number of unique and creative ways to make and sell furniture. Some of their most important new ideas are:
  • IKEA was one of the first companies to make flat-pack furniture, which makes it easier to ship and store furniture pieces. This has made it possible for IKEA to lower their prices and cut their shipping costs.
  • Do-it-yourself assembly: IKEA's furniture is made to be put together by the customer, which makes the experience more personal and saves money for the company.
  • In-store experience: IKEA stores are designed to be immersive, with displays that show how their furniture can be used in real-life settings. They also offer a variety of services, such as free child care, restaurants, and Swedish food markets.
  • Sustainability: IKEA has made a commitment to sustainability by using materials that are good for the environment and by trying to make their production methods more efficient. Overall, IKEA's innovative approach to making and selling furniture has helped them become one of the best furniture companies in the world, with a strong brand identity and a large number of loyal customers.

Source: Brands Vietnam