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 THE...

Ngày tải lên: 13/08/2014, 22:21

... 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....

Ngày tải lên: 13/08/2014, 22:21

... 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 ... RSCG 13 CARTE BLANCHE LEAP eye-opening experience. Another inflection point. The realization that the world of creativity is really that—and that what was happen- ing in...

Ngày tải lên: 13/08/2014, 22:21

... 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...

Ngày tải lên: 13/08/2014, 22:21

... 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 ... advertising, he got large-scale creative thinking about his business, based on a deep understanding of what his business was— namely, one of creating demand that exceeded supply a...

Ngày tải lên: 13/08/2014, 22:21

... 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, ... but you can hear around them.” 6 That puts music in a place where it auto- matically is on a cultural edge, just ahead of mass awareness. What MTV did was to make that edge as...

Ngày tải lên: 13/08/2014, 22:21

... 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...

Ngày tải lên: 13/08/2014, 22:21

... 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...

Ngày tải lên: 13/08/2014, 22:21

... 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...

Ngày tải lên: 13/08/2014, 22:21

... 220 240 INDEX Made in Japan (Morita), 36 Malaremastarna (Swedish Associa- tion of Painting Contractors), 173–1 76 Marketing: via advertising, 119 awards for, 138 entertainment value in, 160 via films, ... 172 Internet: as business facilitator, 83 communities created on, 177 as marketing medium, 66 67 , 69 , 1 26, 168 , 169 , 171–172 marketplace impact of, 112 navigating, 103–1 06 K...

Ngày tải lên: 13/08/2014, 22:21