"Most people think creativity begins with a brief, but it rarely does. Instead, it begins with a kind of restlessness and a refusal to accept an obvious answer. In advertising, the obvious answer is usually very available and easy. We typically show the product and the largest possible logo, clearly display the price/discount, and feature a happy customer. We make sure we say words like new, delicious, now open, and sale large enough in marketing copy so that people buy the product."
"Creativity is not the opposite of strategy. It is often a strategy before a strategy has found its language. Advertising effectiveness: the long and the short of it Les Binet"
"It is a story about how creativity works when it respects the nervous system, first with attention, then emotion, then memory, and finally behavior."
Creativity begins where certainty ends, often starting as restlessness and a refusal to accept an obvious answer. In advertising, the obvious solution is usually readily available and easy, such as showing the product with a large logo, displaying price or discounts, and featuring a happy customer. Marketing copy commonly relies on clear promotional words like new, delicious, now open, and sale. Creativity is not the opposite of strategy; it can function as strategy before strategy has found its language. Effective creativity respects the nervous system by moving from attention to emotion, then memory, and finally behavior.
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