What about “Great Creative”

Posted: January 10, 2011 in Articles
(Written on October 15,2010)

Quite frequently I wonder, what’s the meaning of “Creative”? In order to act in business. More interesting is what is, and what has to do a “Great Creative”?
Surfing on the Internet we found a good answer to this question. The author of this brilliant point of view is Jacquelyn Cyr, CEO of Espresso, an integrated marketing agency located in Toronto and Boston.
Here follows the most meaningful part of this post.

“Great Creative requires long-term thinking from both the storytelling perspective and the business perspective.

In order to tell a story – and I don’t simply mean a character-driven story like that at the heart of the incredible success of The Man Your Man Could Smell Like, but rather the overarching story of your brand itself – every writer will tell you, you need an introduction and a conclusion. This is easy: thinking about introducing your brand includes thinking about product/service features and benefits, core organizational values, and customer service. The conclusion is somewhat more challenging but still done with relative ease for those with industry experience: what feeling do you want customers to walk away with? It’s the heart and the guts of the story that prove most challenging – the middle, the core.
This shouldn’t sound altogether unfamiliar, if you’ve spent any time thinking or talking about relationships – even those human-to-human we mentioned earlier. It’s quite exciting and easy to plan the wedding. It’s a little more complicated to think that at the end of fifty long years, you’ll still be crazy for one another. It’s entirely abstract to imagine how that happens on a day-to-day basis, through minutiae and challenges and change, over the course of eighteen thousand days.
Thus the work that needs to be produced requires a creative storyteller who can see through the course of this relationship and imagine that day-to-day, that heart of the relationship, that story – while still letting it be informed by and participated in by the other party within the relationship. And it’s a brave executive who can have the vision and ambition to let that story be told – not in a campaign and not in a quarter, but on a day-to-day basis, through minutiae and challenges and change, over the lifetime of the organization.”
If you want to read the entire text just go here: http://www.brandinfiltration.com/dailygrind/

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