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CREATIVITY

Discover the essence of creativity in marketing and branding. This guide explores whether anyone can be creative, delving into brainstorming techniques and innovative strategies for effective branding. Learn how to craft compelling names, slogans, and logos, and understand what makes them memorable. This resource covers functional, emotional, and metaphorical naming approaches and emphasizes the importance of distinctive, descriptive, and easy-to-use names. Explore color psychology and its vital role in branding to fight clutter and enhance visibility.

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CREATIVITY

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  1. CREATIVITY • What is it? • Can anyone be creative? • Brainstorming MARKETING GOLDEN CREATIVITY & BRANDING STRATEGY

  2. BRANDING STRATEGY • Name, Slogan, and Logo • Nike, “Just Do It”, and the Swoosh • Integrated Brand Promotion [IBP] • Holistic Promotion of Image/Positioning MARKETING GOLDEN CREATIVITY & BRANDING STRATEGY

  3. WAYS TO NAME • Functional (White Out, EZ Off) • Sir Names (Campbell’s, Ford) • Initials- mostly generated for consumer convenience (IBM, UPS) • Wordplay (Harpo for Oprah) • Arbitrary (Domino’s Pizza) • Emotional (Victoria’s Secret) • Invented (Exxon, Xerox, Kodak) • Metaphors (Life Savers) MARKETING GOLDEN CREATIVITY & BRANDING STRATEGY

  4. GOOD Promotes Image Descriptive Suggestive Memorable Distinctive Easy to use, read, spell, and pronounce Scope for Expansion BAD Initials (JR’s Bar) First Names (Joe’s Bar) Overused (Corner Bar) Ugly, Obscene, and/or Offensive Close Copies (McDougal’s) Overly quirky spelling (Kwality Kitchens) GOOD VERSUS BAD NAMES MARKETING GOLDEN CREATIVITY & BRANDING STRATEGY

  5. SLOGANS Playing for Muskingum…… Priceless! • Relatively Short • Can be Temporary or Permanent • Integrate with Promotions • Communicate Qualities or Services • Focus on Customer MARKETING GOLDEN CREATIVITY & BRANDING STRATEGY

  6. LOGOS • Need Elaboration • Symmetrical • Associative • Natural or Organic MARKETING GOLDEN CREATIVITY & BRANDING STRATEGY

  7. COLORS • Green and Blue • Initial Importance- Fight Clutter! • Various Associations • 3+ Trend! • Contrast for Visiblility MARKETING GOLDEN CREATIVITY & BRANDING STRATEGY

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