At Arrae Creative, we hear it all the time, “Make it like Apple. I like Nike’s branding. Coca Cola gets it.” So, what makes Nike such an amazing brand? Why is Apple so influential? What differentiates Coca Cola from other drinks? While the answers to these questions could be endless, it all boils down to creativity and trust.
I recently read a compelling article on LinkedIn by Tara Hunt, author of The Power of Social Networking. Her article focuses on the anatomy of creativity and explains why most companies/people desire, but reject creative ideas. In short, most brand marketing plans don’t allow for flexibility.
“According to a summary by Phys.org, the researchers found that:
- Creative ideas are by definition novel, and novelty can trigger feelings of uncertainty that make most people uncomfortable.
- People dismiss creative ideas in favor of ideas that are purely practical — tried and true.
- Objective evidence shoring up the validity of a creative proposal does not motivate people to accept it.
- Anti-creativity bias is so subtle that people are unaware of it, which can interfere with their ability to recognize a creative idea.”
I would highly suggest reading her article; it’s that compelling. [READ THE WHOLE ARTICLE HERE]
Then, instead of asking yourself “How can we make it like Apple, Nike, and Coca Cola?”, ask yourself, “Is my company ready to accept creative ideas? How does our company deal something uncomfortable? And where can we leverage our creative team, or an agency?”
It’s not easy, but when you’re ready…we’ll be here.
Partner, Arrae Creative
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