Download - Conceptual creativity
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Conceptual Creativity How we leverage creativity in strategy at Zeus Jones.
Content subject to change.
Strategy is a creative discipline.
Artistic creativity
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
Thinking differently
Creating unique things
Ideas that are relevant to the human condition
Aim to inspire
Judged by the quality of craftsmanship
Different problems, different approaches.
Artistic creativity Conceptual 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.
Thinking deliberately
Creating solutions
Ideas that are relevant to the situation
Aim to affect
Judged by the level of effectiveness
Source: “The riddle: where ideas come from and how to have better ones” By Andrew Razeghi
How do you get people to take your side of the debate?
What do you do when you are confronted by a hostile group?
How do you stop intense fighting between two villages?
Conceptual creativity exerciseWhat 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?
Three principles for conceptual creativity1. Be resourceful
2. Leveraging touch points
3. Reframe the situation to your advantage
Be resourceful
Find the brand’s existing assetsWhat does the brand
already have that can be
leveraged for marketing?
Could be: products,
physical, processes, people,
ideas, iconography, etc.
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?
Leveraging touch points
Cognitive biases can be leveraged to influence decision-making
Bandwagon EffectPeople 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
Framing the OptionsWhen people are making a
decision, they take into
account of all the choices
that are offered to them.
Source: “Predictably Irrational” by Dan Ariely
Set the Defaults When people are faced with
a choice to make, they'd
rather do nothing and
ignore it.
Check the box if you want to participate in the organ donor program.
Check the box if you don’t want to participate in the organ donor program.
Before:
After:
Source: “Predictably Irrational” by Dan Ariely
Reframe the situation to your advantage
Reframing exerciseWhat am I looking at?
Reframing exerciseWhat am I looking at?
Point of an arrow
Reframing exerciseWhat am I looking at?
Head of a nail
Reframing exerciseWhat am I looking at?
A penny
The evolution of the integrated marketing campaign
MessageConsistency
VisualConsistency
StrategicConsistency
2640 Lyndale Ave S.Minneapolis Minnesota 55408
Thank you.@nien