Branding and Creativity

Nicholas Ind and Cameron Watt

Chapter 10 in Inspiration, 2004, pp 130-142 from Palgrave Macmillan

Abstract: Abstract These two words — ‘branding’ and ‘creativity’ — rarely appear together in the literature on either subject. The popular view is that branding is somehow connected with logos, advertising and (in this post-no logo world) manipulation, while creativity is concerned with individual inspiration. Both viewpoints are mistaken. Branding, as we’ll see in this chapter and the next, is about delivering an experience to customers and other audiences, while creativity, as we have argued throughout this book, is about a collective organisational effort aimed at differentiating a company and its products and services. That the two subjects are separate reflects the background of writers and practitioners as well as the tendency to pigeonhole both activities. Our view is that, in an organisational environment, the two are inextricably linked. The brand should define the boundaries of creativity and creativity should help to define (and sometimes extend) the brand.

Keywords: Intangible Asset; Brand Believer; Brand Strength; Lego Brick; Price Satisfaction (search for similar items in EconPapers)
Date: 2004
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DOI: 10.1057/9780230510883_10

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