©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 ...
• Businesses must imbed their brand
strategy in everything they do
• The creative power reserved for
communications should...
• The brand provides the bridge for
this creative flow, but it must be
properly used
• The creative flow across the bridge...
Being Strategically Creative
• A distinct point of view to examine the
business and identify opportunities
The strategic-c...
The Mechanics of it all
Creative thought allows connecting previously separate things to
generate new meaning
©2011 Mauro ...
And via the BrandBridge, the Strategic Creative frames problems
into opportunities which are then applied to create real v...
For Example…
• Create Strategic
partnership with
companies and celebrities
to provide services &
endorsements
• Generate r...
Comms. &
Marketing
Products
& Services
The Benefits
Business
& Org
Maximizes revenue channels
Opportunities can be engaged...
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Applying Creativity Strategically Throughout the Business

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

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Applying Creativity Strategically Throughout the Business

  1. 1. ©2011 Mauro Forcolin Leveraging the BrandBridge with Strategic-Creative Services
  2. 2. 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
  3. 3. • 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
  4. 4. • 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
  5. 5. 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
  6. 6. 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
  7. 7. 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
  8. 8. 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
  9. 9. 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

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