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Applying Creativity Strategically Throughout the Business
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Applying Creativity Strategically Throughout the Business



Service proposal to help business maximise their creative output beyond marketing and communications

Service proposal to help business maximise their creative output beyond marketing and communications



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    Applying Creativity Strategically Throughout the Business Applying Creativity Strategically Throughout the Business Presentation Transcript

    • ©2011 Mauro Forcolin Leveraging the BrandBridge with Strategic-Creative Services
    • Comms. & Marketing Products & Services • The digital experience has brought about a change in consumer bahaviour • Brands are no longer viewed through a communication tunnel, but in everything that a business does • Any insincerity between brand values and business actions will be noticed and magnified Business & Org ©2011 Mauro Forcolin Current State
    • • Businesses must imbed their brand strategy in everything they do • The creative power reserved for communications should be harnessed in other business operations as well • This energy should flow and inspire in all directions through the business ©2011 Mauro Forcolin What to do
    • • The brand provides the bridge for this creative flow, but it must be properly used • The creative flow across the bridge must be properly translated through: This is the role of the strategic-creative service – Ability to think along creative lines – A passion and understanding of the business ©2011 Mauro Forcolin Saved by the Brand
    • Being Strategically Creative • A distinct point of view to examine the business and identify opportunities The strategic-creative service uses the BrandBridge to create: • Cross-pollination of ideas and passion • A means to harness the creative power of the whole business to challenge set ways of thinking Comms. & Marketing Products & Services Business & Org ©2011 Mauro Forcolin
    • The Mechanics of it all Creative thought allows connecting previously separate things to generate new meaning ©2011 Mauro Forcolin Business problems are precise and restrictive in order to achieve a specific result: Closed Mode Must be transformed to an open mode creative brief via by transforming the problem References: http://m.wikihow.com/Define-a-Problem http://www.brainpickings.org/index.php/2012/04/12/john-cleese-on-creativity-1991/ Rephrase problem from different feelings and PoV Expose and challenge assumptions Vary the constraints to encompass larger or smaller problems Frame as an opportunity rather than a problem Approach from various perspectives Turn the problem on its head By definition it must be broad to allow for possibilities: Open Mode May not actually benefit original problem but something else Cannot be dealt with in a creative manner successfully Always with the BrandBridge acting as the over- arching guide for all of the above
    • And via the BrandBridge, the Strategic Creative frames problems into opportunities which are then applied to create real value ©2011 Mauro Forcolin Opening It Up Immediate Solve Problem Near Term Turn problem to advantage Systemic changes to avoid problems Long-term New opportunities Innovation Insights Concepts Strategic possibilities Closed Mode Problems Rigid/Narrow Focus Where business mostly operates Open Mode Opportunities Loose Expanding Fluid Direction Emotion Passion Apply Context Turn Open Mode Ideas into actions Brand Bridge
    • For Example… • Create Strategic partnership with companies and celebrities to provide services & endorsements • Generate revenue through sales of awards • Use social media both within D4L and externally • Maintain interest in the portal • Active involvement of celebrities and corporate initiatives to drive viewers • Create a means for D4L volunteers to share with their peers online and show their achievements with pride in real life • Create an entire economy based on “awards” wanted a portal… We gave them a whole And extended the brand across all aspects of the business Click Here ©2011 Mauro Forcolin
    • Comms. & Marketing Products & Services The Benefits Business & Org Maximizes revenue channels Opportunities can be engaged holistically, not along sector or function silos Greater cohesion within the company and alignment with the brand ©2011 Mauro Forcolin