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...

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

... 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

... 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 ... same old bor- ingly safe Volvo? Not an ad campaign. Instead, a “Revolvo- lution” in its business and marketing strategy. ● Until Frank Perdue came along, the chicke...

Ngày tải lên: 13/08/2014, 22:21

... 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. The leap from the record business ... magazines, and free coffee . . . that’s a Cre- ative Business Idea. Almost immediately, Virgin had a loyal following and a distinct brand image. But Branson already...

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 ... 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...

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, ... 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...

Ngày tải lên: 13/08/2014, 22:21

... 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 to this point had been ... 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 pai...

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

... 36 Malaremastarna (Swedish Associa- tion of Painting Contractors), 173 – 176 Marketing: via advertising, 119 awards for, 138 entertainment value in, 160 via films, 177 – 178 via Internet, 66– 67, 69, 126, ... market dynamics and communication technology, the relation- ships between advertising and entertainment, and inspiring and rewarding new kinds of thinking. Advertising Age called Bob...

Ngày tải lên: 13/08/2014, 22:21