People tend to think of creativity and strategy as opposites. This book argues that they are far more similar than we might expect. More than this, actively aligning creative and strategic thinking in any enterprise can enable more effective innovation, entrepreneurship, leadership and organizing for the future. By considering strategy as a creative process (and vice versa), the authors define ‘creative strategy’ as a mindset which switches between opposing processes and characteristics, and which drives every aspect of the business. The authors draw experiences and cases from across this false divide – from the music industry, sports, fashion, Shakespearean theatre companies, creative and media organizations and dance, as well as what we might regard as more mundane providers of mainstream products and services – to uncover the creative connections behind successful strategy. “Creative Strategy is a talisman for those looking to take a new path” Matt Hardisty, Strategy Director, Mother Advertising “It has been said that business is a hybrid of dancing and calculation – the former incorporating the creative within a firm, the latter the strategic. Bilton and Cummings show how these apparently contradictory processes can be integrated. Their insights about how firms can ‘create to strategize’ and ‘strategize to create’ are informative for managers and management scholars alike.” Jay Barney, Professor and Chase Chair of Strategic Management, Fisher College of Business, The Ohio State University “In today’s world, new thinking – creativity – is required to tackle long-standing problems or address new opportunities. The trouble is few organizations understand how to foster and apply creativity, at least in any consistent manner. This book provides new insights into just how that can be done. It moves creativity from being just the occasional, and fortuitous, flash of inspiration, to being an embedded feature of the way the organization is run.” Sir George Cox, Author of the Cox Review of Creativity in Business for HM Govt., Past Chair of the Design Council
Creative Strategy and the Business of Design fills that void and teaches left-brain business skills to right-brain creative thinkers. Inside, you'll learn about the business objectives and marketing decisions that drive your creative work.
Creative Strategy and the Business of Design fills that void and teaches left-brain business skills to right-brain creative thinkers. Inside, you'll learn about the business objectives and marketing decisions that drive your creative work.
Boston: Pearson, 2014. Lafley, A. G., and Roger L. Martin. Playing to Win: How Strategy Really Works. Boston: Harvard Business Review Press, 2013. Levitt, Theodore. The Marketing Imagination. New York: The Free Press, 1986.
copy and content, 286 for detailed information, 27 video in, 272–273 Web traffic, share by device, 296 Weed, Keith, 52, 112 Weight, 153 Weinstein, David, 71 Weller, Nathan, 159 Wells, H. G., 23 WhatsApp, 294–295 #WhatsInYourBag, ...
Complementing expert instruction with extensive examples of layouts and ad copy, this book gives you all the necessary tools to create winning advertising strategies.
In this Fourth Edition, Altstiel and Grow take a deeper dive into the exploration of digital technology and its implications for the industry, as they expose the pervasive changes experienced across the global advertising landscape.
Focusing on the idea that good advertising always starts with an understanding of people and an awareness of their needs, this text moves through the creative process step by step.
Now in its second edition, this comprehensive text offers a classroom-tested, step-by-step approach to the creative processes and strategies for effective IMC.
Key creative strategies behind the world's greatest campaigns for anyone working in advertising, marketing, design, and communication.
Drawing on his varied experiences as a successful product designer and creative director, as well as a seasoned educator and a working parent, Fridolin Beisert's Creative Strategies: 10 Approaches to Solving Design Problems uncovers ...