Too much to fit into an excerpt. Suffice to say that this is raw. A shrouded but raw look at brand and trying to say something without saying it.
No, not that creation story or in fact anything related to religious belief systems and the origins of our existence. We are going to look at the story of creativity in marketing. Think about an advert that you have seen at some point in your life, think about a brand that you actually like – what is driving that memory and that affection? It’s almost certain that, in the case of the advert, it isn’t the particular place or time that you saw it, say the TV or a bus stop at 10pm. Nor, in the case of the brand, is it likely to be the core benefit of the product the brand provides, after all the commodity provides that too. It’s something else. Something less tangible, more difficult to quantify but no less powerful for it.
Search your soul and you will find that the reason you remember these specific things is creativity.
In a recent article called ‘Decisions, Decisions’, I wrote about research that enlightens us about how humans make decisions and how influencing those processes are really what branding is all about. Powerful stuff. The research, not the writing. In this article I’d like to write about some more powerful stuff. Not how humans make decisions but why they behave the way they do to get what they want. More powerful stuff wouldn’t you say?
Let’s start with a question.
Even some of the most enlightened and cool people I know talk about marketing as ‘getting the crayons out’ which, with the exception of one case, demonstrates that they don’t really get it.
Then there is the even more esoteric area of marketing known as branding, which brings a far away stare to the face of many a senior leader in pharmacy.
Think about your viral load. Think about your media load. Manage them both. Eat as well as possible, sleep as much as you can, drink in moderation, get some decent exercise. Take the chance to be where you are with who you are with and really connect. The world will come flooding back in soon enough and we’ll all be pulled back into the stream.
Put the phone down and talk to each other. Pick up a book, or a paint brush, or a game of chess, or your trainers or a pen and write a letter to someone who might be feeling lonely. Stick it out and keep going. It’s something we are great at in this country.