Last week we shared some stats from BAV’s Creative Premium. This analysis defines creativity as ‘new ideas that work’. It’s a philosophy we embrace at Coley Porter Bell, and highlights one of the questions we are frequently asked; what do we mean by ‘ideas’?
Our industry has a tendency to think that creativity means expression – most often campaigns. This is not surprising as it’s often the most visible expression of a brand. Or that expression is a brand’s visual identity – the logos, colours and imagery that form a long-term, slowly evolving brand marks.
Creative Premium recognises these types of creative expression as important – but also that they aren’t enough. They need to be combined with a meaningful and motivating insight. A brand needs to stand for something that people care about – it needs to be relevant. That relevance could be big and societal or small and personal, but without it a brand will not connect, regardless of how spectacular its creative is.
Our Unordinary Ideas recognise this by packing expression, relevance and meaning into one succinct brand definition. So whether it’s the initial strategy, the identity or the experience, ideas are hardwired into the brand, adding value everywhere.
