Creativity Is Strategy

Figuratively, brand strategy and creativity tend to live in different marketing neighborhoods.  Literally, they’re often found on different floors of the building.  It’s the old logic/emotion narrative.  One resides in the heart, the other in the head, so we’ve heard.

Of course, Albert Einstein did say, “Creativity is intelligence having fun.”  A blurred line from a brilliant mind.  And a hint to the fact that relying on intelligence alone won’t pierce the emotional barrier that unlocks consumer loyalty.  According to a recent Forbes article, creativity is overlooked when it comes to the development of marketing strategies.  It is an underappreciated but deeply important skill for effective campaigns.  

“At its core, strategy is problem-solving, “ mentioned the same article, “mapping out a solution of tactics, tools and processes for going from where you are to where you want to be.  Now, this may require thinking about data in creative new ways, exploring the connection of marketing channels from different angles and even re-exploring the pieces of the marketing funnel from different clients.”

We tend to limit creativity to marketing’s aftermarket–the copy and visuals, design, execution and production.  Important uses, but it’s putting limits on the creative power we can wield.  What about out-of-the-box thinking when it comes to either choosing or using digital and social channels?  How about the same brand developing different messaging approaches for different audiences (not just one basic strategic position for it all).  

With “creategic” thinking we might consider turning a brand from positioning its products to developing a platform for a cause that connects to audiences.  Or looking at standard packaging with a sustainability focus, thus providing critical new retail/promotional opportunities.   The point is:  When creativity and strategy become one, customers (and all other audiences) take notice.  Think of it as creating product or brand differentiation in a different way.

As marketing students know, there are a lot of directives when it comes to learning the strategic processes. As creative students learn, there are no rules when it comes to creative thinking.  But as Henri Matisse once said, “Learn the rules like a pro, so you can break them like an artist.”  Again, another insightful piece of advice for blurring the lines. 

In truth, marketing is nothing if the audience ignores it, or doesn’t care enough to pay attention.  In 2023, most viewers fast-forward through commercial breaks (when they’re not on streaming services they’ve paid for to avoid commercials).  But everyone looks forward to watching/discussing commercials during the SuperBowl.  What’s the difference?  The blurred line between strategy and creativity.  

TikTok and other channels demonstrate that audiences seek new ideas, spark to something different and surprising.  And brands flock to influencers who aren’t really practicing the 4 P’s.  New inroads, new avenues, new opportunities and actions–messages powered by creativity.  And the interesting thing about it:  if it doesn’t work, just try something else.  People have no problem moving on and trying something new, so why shouldn’t brands?  Creativity helps strategy stay agile and nimble.  Two things marketing needs today. 

Yes, the businessworld is a brave, new world. And there is no anticipating what comes next, at least not with great accuracy.  Relying on the right side, then the left side of the brain isn’t conducive to marketing success.  Brands that lean on proactive “creategic thinking” have better odds of winning.  So let’s blur the lines:

1:  Don’t wait for all the data.  Instead, brainstorm as the bits and pieces come in.  Go right, then veer left.  See what ideas come.  And repeat when more info comes in.  Flexing between logic and emotion creates bigger connections and delivers more sparks (even if some fizzle out).

2:  Don’t compartmentalize the people in the creative and strategy departments.  You’ve hired smart, courageous minds who understand the whole marketing picture.  Let them work their magic, their way.  Together.   Bigger brainstorms, more often.  Think out loud, laugh together, build on partial thoughts…whatever.  “Ideas can come from anywhere and at any time.  The problem with making mental notes is that the ink fades very rapidly.”  Rolf Smith

Today, audiences are smarter.  They are eager and knowledgeable.  They are passionate and purposeful.  And, they expect a lot out of brands.  Standing out means having strategy and creatively standing together.  Not apart.  It’s the 1 + 1 = 3 scenario marketers need.  

At least, that is what I believe…and am seeing out there.  But, as always, let me know what you think.