Marketers Need To Better Understand Creativity
It can be said that creative advertising is like brain surgery.
When advertising is artfully done it cures people of the status quo by activating neural circuitry.
To be creative artfully requires a dynamic mix of imagination and understanding of how the world might work.
This is not a matter of being correct, but rather a matter of making the audience wonder, provoking a self-referring reverie that elicits an expanded idea of ones- self and how the world works.
As a result, we see anew. This, of course, flies in the face of traditional methods of measuring advertising effectiveness.
It also runs counter to today's corporate metric-mania and near incapacity to conceive bold strategies and innovations.
Insight is the coin of business success.
While numbers can provide a means for measurement they cannot "embody," or suggest, meaningful insights into the human experience.
At worst, numbers provide an excuse to abdicate decision-making responsibility while placating executives desirous of propagating "business-as-usual."
Link to Article
When advertising is artfully done it cures people of the status quo by activating neural circuitry.
To be creative artfully requires a dynamic mix of imagination and understanding of how the world might work.
This is not a matter of being correct, but rather a matter of making the audience wonder, provoking a self-referring reverie that elicits an expanded idea of ones- self and how the world works.
As a result, we see anew. This, of course, flies in the face of traditional methods of measuring advertising effectiveness.
It also runs counter to today's corporate metric-mania and near incapacity to conceive bold strategies and innovations.
Insight is the coin of business success.
While numbers can provide a means for measurement they cannot "embody," or suggest, meaningful insights into the human experience.
At worst, numbers provide an excuse to abdicate decision-making responsibility while placating executives desirous of propagating "business-as-usual."
Link to Article