The document discusses creativity and innovation. It explores what creativity means, noting that it involves original thought and expression. Innovation is defined as inventing or applying new methods and ideas. Without creativity and innovation, the world would be quite different. What drives people and organizations to keep inventing and creating? Creativity informs planning, communication channels, and relationship intelligence, which drives innovation. Strategy, creativity, and change all drive innovation.

1. 1 /44

2. @markwing @interrel8ed
Mark Wing
Founder of Interrelated
Brand strategy consultant >25 yrs
Design Council Associate
https://vimeo.com/channels/292138
2 /44

3. Tune in first…
3 /44

4. Customer and Business insights
Brand Model
Market insights and Propositions
Understanding the Understanding the
various relationships Brand Recall Triggers business opportunity
What are your potential What is required to be a
customers saying standard bearer in the
about your offer BEHAVIOUR COMMS PRODUCT ENVIRONMENT industry
Where will you Individual strategies What ‘hard’ and ‘soft’ issues
sit in relation to the is the business needing to
competition address
Be aware of What is your vision of the
market trends and future and how are you
how these shape the planning to get there
things you do
Activation
Website, Social Media, CRM, PR, Campaigns, Events
4 /44

5. 5 /44

6. Creativity
INNOVATION
6 /44

7. What exactly is creativity? Is it just a word?
Creativity and innovation were
once two adjacent, yet separate,
research fields.
Beauty is in the eye of the beholder
7 /44

8. What exactly is creativity? Is it just a word?
[ creative ]
Having the quality or power of
creating…
8 /44

9. What exactly is creativity? Is it just a word?
[ creative ]
Resulting from originality of
thought, expression; imaginative
9 /44

10. What exactly is creativity? Is it just a word?
[ creative ]
Resulting from originality of
thought, expression; imaginative
A person
10 /44

11. What exactly is creativity? Is it just a word?
[ innovative ]
To invent or begin to apply
(methods, ideas, etc)
11 /44

12. What exactly is creativity? Is it just a word?
[ innovative ]
To invent or begin to apply
(methods, ideas, etc)
A process
often executed by a group of people
12 /44

13. 13 /44

14. 14 /44

15. CREATE
PLAN CHANGE
15 /44

16. 16 /44

17. 17 /44

18. 18 /44

19. 19 /44

20. 20 /44

21. 21 /44

22. 22 /44

23. 23 /44

24. What exactly is creativity? Is it just a word?
Without innovation and creativity the
world would appear quite different.
What drives people and organizations
to go on inventing and creating?
24 /44

25. Relevant
25 /44

26. Relevant
26 /44

27. Relevant
27 /44

28. 28 /44

29. 29 /44

30. 30 /44

31. Differentiate
31 /44

32. Differentiate
On the face of it most business products appear the same
…so why is Dyson not a Hoover?
32 /44

33. 33 /44

34. 34 /44

35. Reputation
35 /44

36. Reputation
36 /44

37. 37 /44

38. Strength in
Image and Culture
38 /44

39. Relationship
39 /44

40. Relationship
B2b
B2c
B2e
40 /44

41. creativity
Informs
Planning
Comms
Communication Relationship
Channels Intelligence
Feedback
drives innovation
41 /44

42. Relationship
B2b
B2c
B2e
…today, is being ‘good’ good enough?
42 /44

43. www.facebook.com/Interrelated
The Good Enough Revolution:
When Cheap and Simple Is Just Fine
…it’s all about
innovation
43 /44

44. Strategy, Creativity and Change
all drive Innovation
CREATE
PLAN CHANGE
…it’s all about
innovation
44 /44

45. Thank you @Interrel8ed
45 /44