Does creativity really help?
Posted: Sun Feb 02, 2025 5:20 am
In the exchange of blows between the marketing scientist and author of "How Brands Grow" Byron Sharp and the CEO of the agency You & Mr Jones David Jones, the tension becomes visible: On the one hand, people; evolutionary development speed, System 1 driven, difficult to explain (even to oneself). On the other hand, ad tech; AI development speed, data driven and difficult to predict (even for trend gurus).
Sharp shows how important mental and china rcs data physical availability is for a brand's growth and thus for its resilience in difficult times. He also says that most consumers are not really interested in knowing the brand's stance on Corona.
At the same time, Jones argues that an incredible amount has changed, and will continue to change, incredibly quickly. This change makes achieving, measuring and scaling results (“effectiveness”) in communication increasingly complex.
The third party laughing, in my opinion, is Les Binet, who points out that while Sharp describes the model for the growth of the brand, creativity determines the speed of that growth.
Sharp shows how important mental and china rcs data physical availability is for a brand's growth and thus for its resilience in difficult times. He also says that most consumers are not really interested in knowing the brand's stance on Corona.
At the same time, Jones argues that an incredible amount has changed, and will continue to change, incredibly quickly. This change makes achieving, measuring and scaling results (“effectiveness”) in communication increasingly complex.
The third party laughing, in my opinion, is Les Binet, who points out that while Sharp describes the model for the growth of the brand, creativity determines the speed of that growth.