ONE, GOOD REASON WHY TO GET CREATIVE
Most of us have a tendency to separate strategic thinking from creative thinking. Even more, we tend to think of processes - such as developing a new communications campaign - as having a strategic phase (to develop the Brief) and then a creative phase (to develop the Ideas). But, actually, the best strategic thinking is inherently creative. For example, and especially in today's "age of sameness" marketplace, there is no better time to come up with, to create Reasons Why in our Brand's Positioning that do what our Benefits can no longer easily do: create the impression of meaningful differentiation. That's our subject this week.
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The DISPATCHESTM for April 29, 2013 can be found here:
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