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Marketing Roundtable - June 12, 2012 - Paul Koch

The document discusses creativity and creative strategy in business. It notes that CEOs say creativity is an essential skill for navigating an increasingly complex world. It then provides tips for being creative such as knowing your market, audience and competition. It emphasizes exploring new ideas through brainstorming and taking different perspectives. The document encourages businesses to be persistent, seek help from experts, and have fun with innovation and creation.

Technology◦Business◦
CREATIVE STRATEGY IN ACTION Paul Koch Creative Strategist Q LTD SPARK June 12, 2012
Are you CREATIVE? In a recent global survey, CEOs say creativity is one of the most essential skills for navigating an increasingly complex world. SPARK June 12, 2012
•CREATIVE/ARTIST •Associations? SPARK June 12, 2012
•ENTREPRENEUR/BUSINESS •Associations? SPARK June 12, 2012
CREATIVE. ON STRATEGY Communicate/market in a unique way. SPARK June 12, 2012
•Examples: •CREATIVE CAMPAIGNS SPARK June 12, 2012
SPARK June 12, 2012
•Examples: •CREATIVE CREATION (vs. disruption) SPARK June 12, 2012
SPARK June 12, 2012
•“If it doesn’t sell, it isn’t creative.” • - DAVID OGILVY SPARK June 12, 2012
• $$$ vs. SPARK June 12, 2012
•The secret to standing out: * KNOW YOUR MARKET •* KNOW YOUR AUDIENCE •* KNOW YOUR COMPETITION * KNOW WHAT MAKES YOU UNIQUE SPARK June 12, 2012
•KNOW YOUR MARKET •Who’s buying? •What are you really selling? •How are you unique? •What’s the potential? SPARK June 12, 2012
•KNOW YOUR AUDIENCE •Who are you selling to? •What motivates them? •What problem are you solving? •How are you making their life/job better? SPARK June 12, 2012
•KNOW YOUR COMPETITION •Who are you competing against? *And what else are you competing with? •What are they up to lately? •What are they about … how positioned? •What have you got that they don’t? SPARK June 12, 2012
Investigate •DO IT RIGHT Validate Differentiate Innovate/Create SPARK June 12, 2012
•ROLE MODELS •Inspiration in business? SPARK June 12, 2012
•CREATIVE CREATURES •Innovators beyond business life? SPARK June 12, 2012
•“The world moves forward by crazy.” • - VICTOR WOOTEN, JAZZ BASSIST SPARK June 12, 2012
What is creativity, and why is it important? Why? Why not? What if? SPARK June 12, 2012
THE “CREATIVE” * Expression * New ideas * Problem solving * Disruptive * Evolution SPARK June 12, 2012
CREATVITY. PROGRESS. SPARK June 12, 2012
CREATIVE THINKERS NEEDED SPARK June 12, 2012
ORIGINALITY MAKES AN IMPACT SPARK June 12, 2012
“Every act of creation is first of all an act of destruction.” - PABLO PICASSO SPARK June 12, 2012
Am I creative? SPARK June 12, 2012
SPARK June 12, 2012
Am I creative? SPARK June 12, 2012
BRAINSTORMING SPARK June 12, 2012
TRY THIS! - Brainstorm with others – Good ideas can come from anywhere - Explore – Get informed, research, consult experts • - Refresh your brain with new experiences • – Get out of your routine … routine = rut SPARK June 12, 2012 • – Take a different route to work, park
No wrong #1 Rule of Brainstorming answers! SPARK June 12, 2012
“Rules are for the obedience of fools and the guidance of wise men.” - DAVID OGILVY SPARK June 12, 2012
Step 1: GO SPARK June 12, 2012
Step 2: ANALYZE SPARK June 12, 2012
Step 3: CHOOSE SPARK June 12, 2012
AVOID BRAINSTORMING ROADBLOCKS • Negativity “I’m not creative” • Don’t go for the right answer • Don’t be logical • Don’t be practical • Don’t stop until you’ve explored SPARK June 12, 2012 further
SPARK June 12, 2012
“Without deviation (from the norm) progress is not possible.” - FRANK ZAPPA SPARK June 12, 2012
LOOK AT THINGS FROM A DIFFERENT PERSPECTIVE. SPARK June 12, 2012
•BE PERSISTENT SPARK June 12, 2012
•SEEK PROFESSIONAL HELP SPARK June 12, 2012
•Brand Building: •QUALITY & CONSISTENCY SPARK June 12, 2012
•HAVE FUN INNOVATING / CREATING SPARK June 12, 2012
•RECOMMENDED READING •Fast Company Magazine •Brandchannel.com Intelligence Reframed (Howard Gardner) •Ogilvy on Advertising •Your Recommendations? SPARK June 12, 2012
Thank Q SPARK June 12, 2012