Brands have to master four strategic imperatives and save hundreds of millions while spending just a few in a right way.
By Vadim Grigoryan, Luxury and Culture Brand Strategist at MA + Creative
- CREATIVE STRATEGY. Brands that jump on technology and creative collaborations without strategic vision resemble a monkey playing darts. Creative solutions should always be at the service of strategy and short term creative executions have to be aligned with long term brand trajectory. Just another ‘colab’ is not going to save you.
- STRATEGY OF MEANING. Younger generations are struggling with anxiety more than any other problem, and perhaps more than ever before. They solve the resulting struggle with uncertainty through entertainment (escapism) and search for meaning (activism). Superficiality of marketing is killing genuine brand engagement. Brands have to bring meaning at every level of their experience, but it should be done in an entertaining way. Meaning and entertainment are the two main instruments for brand building today.
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