We had a very interesting series of comments on measuring creativity.

Even by accepting subjectivity as a component of creativity, we still identified some clearly objective metrics (e.g., sales, satisfaction, and originality). As a result of the discussion, a "creative scorecard" encompassing soft and hard metrics with subjective and objective criteria may be the way to go. All of this has to be included in the initial brief and mapped to the business challenge to be solved. Have any of you run across really interesting briefs lately? I am not looking for absolute specifics (keep that confidentiality) but rather parts of a brief that may be instructive for all of us to ensure creativity is best applied.

Posted on November 5, 2007 9:06 PM | Permalink | Comments (3)

I subscribe to the notion that great creative is driven by context.

The definition of "great" being; influential, original, honest, purposeful, and memorable. In this blog we have so far covered where creative inspiration comes from, measuring creative, and the components of a solid brief. In this post, I want to explore context. It was Frank Lloyd Wright who said, "Always design a thing by considering it in its next larger context - a chair in a room, a room in a house, a house in an environment, an environment in a city plan." And Robert Wieder pushed the notion of context by stating, "Anyone can look for fashion in a boutique or history in a museum. The creative person looks for history in a hardware store and fashion in an airport."

This is really about building an integrated brand experience where all of the touchpoints of the brand are supportive and consistent. A brand only works if the larger context is understood and embraced. Often the most successful brands are credited with having a compelling story. The story provides the context for why the brand is important and why it should matter to the person who may consume it. Apple tells a great story of creative empowerment through its products. Harley-Davidson provides context through freedom of expression. Great brands are supported by great creative that understands and communicates the context.

Posted on November 26, 2007 5:16 PM | Permalink | Comments (11)