Creativity on a Shoestring Budget

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Powerful ideas are amazingly flexible.

I enjoyed many years in the advertising business as a creative director. Creativity is much talked about today in the broader world outside of advertising, thanks to the popularity of design thinking, which transfers many of the tools and thought processes originating in the advertising and design fields into the disciplines of business strategy, technology innovation, and process improvement, among many others.

Creative thinking in any discipline does not happen in a vacuum, and one of the more common ingredients in the mix is a limited budget, often combined with its twin dread, limited time.

Years ago, the late Dallas illustrator, author, and book collector George Toomer coined a phrase that stuck with me. He said, “Beware of clients who operate on a shoestring because it is usually your shoestring.”

Many in the advertising, marketing, and PR fields struggle to establish the credibility and recognition necessary to be compensated at a level commensurate with other professional services. Design thinkers in other fields may be similarly starved by shortsighted organizations. Continue reading “Creativity on a Shoestring Budget”

Adding F-A-B to your brand – translating features to advantages to benefits

Take time to find out what people really find fascinating (hint: it isn’t you).

sheep-2372148_1920Brands are often perceived in human-like terms. You would think most brand communicators would realize this, but it is surprising how often sales organizations exhibit the worst instincts of human behavior as they search for sales messages with consumer appeal. Continue reading “Adding F-A-B to your brand – translating features to advantages to benefits”