Traditionally, business leaders devise a strategy and then task an ad agency with creating advertising that matches it. However, a more effective method involves using an ad agency to craft a Creative Business Idea (CBI) that shapes the company's strategy. Successful companies have revolutionized their industries with a strong CBI, outpacing competitors. A CBI, merging creative and logical thinking, leads to innovative and passionate strategies. The world has many adept strategic thinkers, but creative thinking is often linear and lacks the 'leap'—the creative spark that propels a business from point A to point M or Q. In advertising, the journey to excellence now requires ideas that transcend traditional campaigns and enhance the client's business, embodying what we term Creative Business Ideas. - Bob Schmetterer
At the heart of Creative Business Ideas (CBIs) lies the ambition to devise concepts that not only elevate products but also possess the transformative power to overhaul entire industries and sectors. Achieving this requires a blend of innovative and pragmatic business thinking, necessitating a collaborative effort. Essentially, an effective CBI combines analytical and creative thinking to steer a company towards uncharted territories that others have not ventured into. CBIs integrate creativity with strategic planning in novel ways to forge pioneering solutions or set industry benchmarks. A CBI that hits the mark will redefine the essence of the business, pave the way for more lucrative innovations, reshape entire market landscapes, and forge stronger, more meaningful connections between consumers and brands. Crafting a CBI is no small feat, yet numerous companies have successfully introduced impactful CBIs. For example, an Argentine real estate developer, aiming to advertise a new property development, was advised by their agency to construct a bridge that would stand as a city icon, rather than running a traditional ad campaign. This approach garnered unprecedented public and media interest, surpassing what any advertisement could have achieved. Volvo, since the late 1950s, has built its brand identity around safety, being the first to introduce three-point seat belts and laminated windshields, with safety remaining a core brand value decades later. Before the 1970s, the concept of branding chickens was unheard of until Frank Perdue embarked on a mission to differentiate his chickens, convincing consumers of their superior quality through memorable slogans. Intel made a bold move by branding its microprocessors with the "Intel Inside" campaign, transforming the company from an obscure engineering firm to a globally recognized brand, significantly enhancing its brand value. Richard Branson's first venture into the retail space with a record store, aimed at offering an unparalleled customer experience, laid the foundation for his Virgin empire, which expanded into records and airlines, emphasizing exceptional service. Branson's unique PR strategies for his airline, including stunts and challenges, highlighted his innovative approach to business promotion. The Creative Business Idea model fosters a more integrated and forward-thinking collaboration between companies and their advertising partners, encouraging the exploration of groundbreaking ideas that have yet to be utilized. A robust CBI typically encompasses three core elements: a high-quality product that meets consumer needs and is continuously improved; an effective communication strategy that resonates on a personal level with consumers, building on the brand's legacy; and a brand experience that transcends mere advertising to deliver genuine value. This model underscores the synergy between analytical and creative thinking, moving beyond the concept of a "unique selling proposition" to enable a company to stand out in a crowded market. The success of a CBI hinges on the endorsement and active support of the company's CEO, who must either possess creative vision or empower others to innovate. The Sony Walkman serves as a prime example of a CBI championed by CEO Akio Morita, whose belief in the product's potential led to its successful launch and the creation of a new market segment, demonstrating the transformative power of a well-executed CBI. Bob Schmetterer and Warren G. Bennis emphasize the necessity of integrating creativity into business strategy, challenging conventional views that regard creative ideas as secondary to business objectives. They argue for a cultural shift towards embracing innovation and creativity as essential components of business success. This perspective is supported by Chris Pinnington and Bob Schmetterer, who highlight the importance of leadership that values and defends creative ideas, recognizing that innovation often entails risk and the possibility of failure. The role of CEOs in fostering an environment conducive to creative thinking is crucial, as they set the vision and create the conditions for innovative ideas to flourish, as noted by Bill Taylor. This collective wisdom underscores the imperative for businesses to embrace creativity and innovation, recognizing them as vital to navigating the complexities of the modern business landscape and achieving sustained growth and success.
book.moreChapters
