The Brand Mine

As humans we like structure and boundaries. Yet what makes brands stand out from the crowd is true creativity.

Boundries bring structure. But, when they restrict creativity, it’s time to redraw them.

What is True Creativity?

The words of Rosa Lladro in a recent article in Monocle magazine

True creativity is:

  • Not looking at what you are capable of….but what you want to make and making it possible.
  • Not having a huge budget and using business consultants..instead of spending big money, spend big time investment…giving people the freedom to think differently.
  • Not line extensions but market extensions.
  • Not looking at the core market but looking at the fringes of the marketplace, seeing what is happening through consumer demand and making it commercial.
  • Not adding extras to make more revenue from the customer but creating add ons that take more value to the customer.
  • Not by creating a creative department but by creating a creative culture.


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