22 amazing How Marketers could be more Creative
Conventional wisdom implies that true creators show up with novel ideas in sparks of genius. Many individuals don’t see themselves as artists or creators or doubt their creative abilities simply because they think that artists constantly reinvent the wheel.
In reality, most movies, songs, paintings, products, and books are inspired and informed by the job of other creators. They truly are “remixes”: their creators collect, combine, edit, and rearrange existing materials to make something new. Creating something new from something old has never been easier—digital media enables us to source, curate, and remix ideas from all over the globe in seconds. Ultimately, hardly any creations are truly seminal, and marketing is not any exception. Performs this matter?
When done ethically, a remix credits the job of other contributors (my new book, Assemblage includes more than 200 references). Also, remixing enriches existing work. Finally, drawing from existing music, books, and movies prompts familiar, positive emotions and recontextualizes them for the viewers.
Steve Jobs, seen by many whilst the greatest inventor and entrepreneur of our time, freely admitted to being “shameless about stealing great ideas.”
It boils down to wanting to expose you to ultimately the greatest items that humans have inked. After which make an effort to bring these specific things into what you are really doing […] we also have been shameless about stealing great ideas. — Steve Jobs
Copy / Transform / Combine
George Lucas, Led Zeppelin, and Steve Jobs are geniuses that brought us Star Wars, Stairway to Heaven, while the Apple Macintosh. Or did they? Star Wars was according to The Hero with a lot of Faces, a book by Joseph Campbell. Stairway to Heaven’s famous opening is heavily inspired by Spirit’s 1968 Taurus, and Apple’s mouse originated in Xerox.
I spoke with filmmaker Kirby Ferguson who popularized the “copy/transform/combine” process. Ferguson argues that that is a frequent pattern and the formula for innovation. As a result, the typewriter is modeled upon a piano; rock ‘n roll is a transformation for the American blues.
Copy: Copying requires visitors to be curious, available to an array of influences, and choose those who feel most promising and unfamiliar. To copy, you have to gather disparate raw materials and revisit them many times to tease out a pattern or something like that intriguing it is possible to expand upon.
Transform: Transforming involves creating variations among these raw materials and influences. Ferguson describes the entire process of transformation as gradual modifications. To transform, Ferguson experiments with associating disparate ideas and making creative leaps.
Combine: This last step for the process is approximately connecting and merging multiple ideas in a brand new and creative way. What exactly is most compelling and yields the greatest results may be the mixture of ideas, products, or individuals who don’t intuitively fit together. In advertising, samples of quirky combinations include Gucci utilizing the vintage aesthetic of a train journey through the Alps, and BIC’s ad featuring rapper Snoop Dog and Martha Stewart.
It’s much simpler to improve on somebody else’s idea than it really is to produce something from scratch.
To be original, you don’t need to be the very first, you merely need to be different and better. — Adam Grant
Contributed to Branding Strategy Insider By: Dr. Emmanuel Probst, excerpted from his book Assemblage: Creating Transformative Brands
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11 Great How Marketers Could Be More Creative