4.3 Brand Experience And Creativity
As for the level of creativity in the output of brand management, it can be argued that the effectiveness and efficiency of everything brand management does, is dependent on its originality and appropriateness. To be successful, advertising and other brand experiences depend heavily on their level of creativity. While this conclusion itself might not be surprising, the finding that creatively publishing a brand and building emotions at low levels of attentions might matter more than the comprehension or recall of a message, probably is.
Regarding the role of creativity in the output of brand management, it can be argued that the appropriateness of solutions can be interpreted as well as ‘appropriate for the company’ (not only for its customers). Therefore, and as mentioned before, brand management operates at the creative end of commerciality, producing solutions that are divergent and relevant for both the consumers and the organisation. This is why creativity is not only important when it comes to implementing strategies, but before, when it comes to formulating strategies in the first place.
4.4 Concluding Thoughts
To sum it up, the literature review suggests that organisational creativity, the complex aggregate of organisational, group, personal and process characteristics is of paramount importance to brand management. This is because its dimensions brand potential, brand relationships and brand experience depend heavily on creativity, be it as an input or an output:
Organisational creativity increases an organisational ability to operate external complexity by expanding and narrowing down possible valid future courses of action, therefore increasing its chances to intervene in the cognitive and social systems outside the company, build relationships and learn in a world that challenges brand management with complexity, the paradox of structural coupling and the increasing importance of communication.
While the scope of the topic might have been underestimated, the extensive analysis of literature on brand management, advertising research and creativity has greatly advanced my understanding of brand management and further strengthened my believe that brand management can learn a great deal from organisational, complexity, creativity and design theory and research.
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