Conceptual creativity
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Zeus Jones discusses conceptual creativity in strategy. Conceptual creativity involves thinking deliberately to create effective solutions judged by their level of impact, rather than unique artistic creations judged by craftsmanship. It discusses leveraging resources, touching on relevant issues, and reframing situations to one's advantage. Three principles of conceptual creativity are outlined: being resourceful, leveraging existing assets and touchpoints, and cognitive biases to influence decisions; and reframing situations to make the most of opportunities. Visual, message, and strategic consistency over time are key to effective integrated marketing campaigns.
Conceptual creativity
- 1. Conceptual Creativity How we leverage creativity in strategy at Zeus Jones. 2640 Lyndale Ave S. Minneapolis Minnesota 55408
- 2. Content subject to change.
- 3. Strategy is a creative discipline.
- 4. Artistic creativity Thinking differently Creating unique things Ideas that are relevant to the human condition Aim to inspire Judged by the quality of craftsmanship Zeus Jones Proprietary and Confidential. All rights reserved 2010. Source: “The riddle: where ideas come from and how to have better ones” By Andrew Razeghi
- 5. Different problems, different approaches.
- 6. Artistic creativity Conceptual creativity Thinking differently Thinking deliberately Creating unique things Creating solutions Ideas that are relevant to Ideas that are relevant to the human condition the situation Aim to inspire Aim to affect Judged by the quality of Judged by the level of craftsmanship effectiveness Source: “The riddle: where ideas come from and how to have better ones” By Andrew Razeghi Zeus Jones Proprietary and Confidential. All rights reserved 2010.
- 7. How do you get people to take your side of the debate?
- 10. What do you do when you are confronted by a hostile group?
- 12. How do you stop intense fighting between two villages?
- 14. Conceptual creativity exercise What is the most creative and effective way for you to sell lemonade if you had the brain of an MBA student but the resources of a 10 year old?
- 15. Three principles for conceptual creativity 1. Be resourceful 2. Leveraging touch points 3. Reframe the situation to your advantage
- 16. Be resourceful
- 17. Find the brand’s existing assets What does the brand already have that can be leveraged for marketing? Could be: products, physical, processes, people, ideas, iconography, etc.
- 18. Aim for collateral impact when creating new assets • Can the asset you’re creating work for multiple things? • Can the process of creating the asset be leveraged in marketing? • Does your asset benefit multiple parties?
- 20. Cognitive biases can be leveraged to influence decision-making
- 21. Bandwagon Effect People like to make decisions that are safe. They often base their decisions on the ones that their peers have made. Source: “Predictably Irrational” by Dan Ariely
- 22. Framing the Options When people are making a decision, they take into account of all the choices that are offered to them. Source: “Predictably Irrational” by Dan Ariely
- 23. Before: Check the box if you want to participate in the organ donor program. Set the Defaults When people are faced with After: a choice to make, they'd rather do nothing and Check the box if you don’t want to ignore it. participate in the organ donor program. Source: “Predictably Irrational” by Dan Ariely
- 24. Reframe the situation to your advantage
- 25. Reframing exercise What am I looking at?
- 26. Reframing exercise What am I looking at? Point of an arrow
- 27. Reframing exercise What am I looking at? Head of a nail
- 28. Reframing exercise What am I looking at? A penny
- 29. Visual Message Strategic Consistency Consistency Consistency The evolution of the integrated marketing campaign
- 30. Thank you. @nien 2640 Lyndale Ave S. Minneapolis Minnesota 55408