leap a revolution in creative business strategy phần 3 pdf
leap a revolution in creative business strategy phần 3 pdf
... nothing to do with
advertising. In fact, everything about Virgin Atlantic Airways pro-
vides almost a textbook definition of a CBI. It’s applying creative
thinking to business strategy in a way ... restructuring a
market and creating competitive advantage?”
11
Branson’s creative
leap was not just to start a new airline. That would be linear think-
ing, from A to B. T...
leap a revolution in creative business strategy phần 1 doc
... build-
ing block of creative collaboration and creative thinking.
After taking a course in marketing, I did what I could never have
imagined doing a few years before. I signed up for an MBA in it. A
child ... of a Left-Brain/Right-Brain Thinker 1
CHAPTER 2 Creative Business Ideas 15
CHAPTER 3 Creativity at the Top 33
CHAPTER 4 The Creative Corporate Culture 49
CHAPTE...
leap a revolution in creative business strategy phần 2 pptx
... CAPABLE OF CARRYING A STRATEGY THAT
’S INTERESTING
AND RELEVANT AND MEMORABLE TO PEOPLE
.
Leaping the gap in that systematic way is what great creative
thinking is all about. It is what separates ... risk.
Business ideas are tangible. Creative thinking has a tendency to
deal with intangibles. Business ideas lead to measurable results. Creative
ideas can be hard to measure....
leap a revolution in creative business strategy phần 4 doc
... presented a strategy and adver-
tising campaign to a client. It was—Ed McCabe, Sam Scali, Marvin
Sloves, partner Alain Pesky, and I immodestly thought a brilliant
campaign. And it was an incredibly ... it in reality. Ultimately, we made another big creative
leap. We decided to create an actual physical location for Nasdaq, a
market site—to physically anchor it in a geographi...
leap a revolution in creative business strategy phần 5 pps
... With Massey’s team,
Starbucks was making an investment in creative thinking at the heart
of its business strategy.
Today, Starbucks has a presence in such diverse locations as Aus-
tria, Israel, ... Nous
Paris, a free weekly newspaper, now has a quarter of a million readers
and is completely financed by advertising.
Another creative leap!
In a brainstorming session, t...
leap a revolution in creative business strategy phần 6 pptx
... talking about another
new awards category: one that would recognize integrated advertising
and solutions that actually influence a client’s business strategy.
Rewarding creative business ideas ... ahead of America in
this area. In “Building Brands Without Mass Media,” Erich Joachims-
thaler and David A. Aaker argued that “U.S based companies would
138
THE END OF ADVERTISING T...
leap a revolution in creative business strategy phần 7 ppt
... in Argentina after years of failed attempts a convention
center, an apartment building, three office buildings, a mall with an
18-theater Cineplex, the first IMAX cinema in Argentina, a sea
museum, ... our agencies in Latin America faced a similar challenge,
with a brand that is also primarily targeted toward children. In this
case, it was an old brand, with an old-fashioned...
leap a revolution in creative business strategy phần 8 pot
... help to define the primary business idea and
can be used to invent and reinvigorate both brands and businesses.
B
EFORE YOU LEAP:
●
Be ready to take a totally objective—and painstakingly thorough—
look ... Creative Business Idea. And
it led to another breakthrough business idea. Damon and Affleck are
178
THE ENTERTAINMENT FACTOR
THE LEAP
The ad campaigns created by the agency up...
leap a revolution in creative business strategy phần 9 ppsx
... and even initiating
change.
Planning is a defender. Planning plays a vital role in
nurturing and protecting infant work and sustaining and
developing existing work. As Charles Brower said, A
new ... concept of Creative
Business Ideas. It means being open to creative thinking and being
willing to apply it to business strategy. It means having the courage to
make the creative...
leap a revolution in creative business strategy phần 10 potx
... 184–185,
2 03, 211, 220
240
INDEX
Made in Japan (Morita), 36
Malaremastarna (Swedish Associa-
tion of Painting Contractors),
1 73 176
Marketing:
via advertising, 119
awards for, 138
entertainment value in, ... entertainment, and inspiring and rewarding
new kinds of thinking. Advertising Age called Bob a creative visionary with
a clear view of the future of our business, ” and Bus...
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