Historically, the term “marketing creative” has been associated with the words and pictures that go into ad campaigns. But marketing, like other corporate functions, has become more complex and rigorous. Marketers need to master data analytics, customer experience, and product design. These changing roles require a new way of thinking about creativity in marketing.
The assumption in leadership development is that corporate universities are for internal audiences. But what if corporate universities were for customers as well as employees? There are competencies inside of companies that would be of value to those on the outside. What would happen if we turned the corporate university inside out?
The way we think about brands need to change. In the past, they were objects or concepts. You had a relationship with a brand. But in this social age, brands are the relationships. By defining a brand’s particular kind of relationship, companies can create greater engagement, differentiation, and loyalty.
The most successful companies in business today—Apple, Google, and Nike--have something in common. Where traditional companies push out messages and products, these companies pull customers in. Discover how they create a gravitational field that pulls customers into their orbit, like the sun in a solar system.