MOVING OUT OF THE CREATIVE CRATER
We are inherently creative. Yet some times we are paralyzed by our own critical thinking that brings our creativity to a jolting halt. We manage to strangle the flow. Creative thinking is crucial when we are trying to solve a tough problem, when we are presenting a solution for a brand make over or when we are giving birth to a new brand.
The trick is I believe, to change the perspective and see things from a different vantage point than currently do.
Like it or not, 'SHOCK AND AWE" does work sometimes. However, you do have to work hard at it — each time, every time. And, often you have to resort to massive manipulation, which is not always a good idea.
THE EASIER ROUTE to EXPLORE ... REDEFINE YOUR OPPORTUNITY... BELIEVE IT OR NOT, IT IS EASIER TO BE DIFFERENT THAN TO BE BETTER
In this article, we take the inspiration from art and artists who has re-shaped and re-defined the concept of art in the 20th century. We will use it as a crutch to make a point — why being different gives you the edge, over being better.
The avant-garde movement in art and literature of the early 20th-century that sought to release the creative potential of the sub-conscious mind, for example by the irrational juxtaposition of images is often termed as surrealism.
In the words of Salvador Dali, Surréalism is said to be the symbolic language of the subconscious; truly a universal language, it doesn’t depend on education, culture or intelligence.
Surréalism means cleansing your mind of what you have seen and be on the look out of "what has never been."
WHY WORDS ARE NOW MORE IMPORTANT THAN EVER?
In a culture of visual and technological mobocracy, we have forgotten the power of words. Sad isn't it?
Yet, the greatest of the great were always aware of the strength of the words. And they harnessed it with superior charm and considerable acumen.
Most of us would agree that, Nelson Mandela is an icon of freedom and a powerhouse of forgiveness and statesmanship. However, did you know that during his prison days it was unlawful even to quote him (for the fear of massive uprising). And, here is why?Read More
CONQUER FEAR AND WISE UP
“Fears are educated into us, and can, if we wish, be educated out.”
We are thinking about the life that we just left behind, and have entered a space that is isolating, unknown and frightening! For a change, we have to live with ourselves with the 'digital only' interaction. For a change, we have to give up the idea of being rampant consumers and start living with bare essentials. For a change, we have to power and polish our minds to focus on our next creation!
“Don't just be a consumer, be a creator. Somewhere inside you is a masterpiece waiting to be exposed.”
Marketing is all about making a meaningful differentiation.
You simply have to look, feel and be different. Being different gets you noticed. And, “If you don’t get noticed, you don’t have anything."
You just have to get noticed. The challenge is how?
We live in a world of information overload. “Every two days we create as much information as we did from the dawn of civilization up until 2003,” according to former Google CEO, Eric Schmidt. Today, we are fortunate to have have way more than trillion web pages of information at our fingertips. The unfortunate part is, as humans our brains can consume only so much information at any given time. Given this digital scape that we preside over, it is quite challenging for a brand to strike out as unique. Thus, brands are latching on to emotional marketing. Talk to the intellect, you will perhaps get them to pay attention. But, talk to the heart you will get them to take action.
Easier said than done: many companies are struggling to become truly customer-centric and thus failing to fully leverage the potential of their brand and deliver on brand equity.
However, if you are exhibiting at trade shows your chances of striking out as a unique brand player and create a meaningful difference suddenly got a whole lot bigger and better.
Topics: Brand Marketing, Trade Fair Design, Brand Design, Brand Potential, Brand Exhibiting, Brand Perception, Brand Colors, Trade show Booth ideas, Trade Show Booth Design, The Value of Tradeshows, Sarmistha Tarafder, Brand Power, Brand virtue
Look everywhere and anywhere around you. There is no escaping it.
Once that which was on the periphery has now engulfed us. It has invaded our minds, our lives, our passion and our profession. Every single thing that we care about in our life has been touched by high science, that went through a process of intense purification, only to leave us with an uniquely simplified version of its original form.
Every day, we are bombarded by numberless brand impressions.
Advertisements, news reports, white papers, videos, amusing presentations, philosophical abstracts: you name it they are all there. Now, compound that with conversations with family, friends, and product experiences. You get the picture.
But, unless we are actively shopping, much of that exposure appears wasted.
Or, does it?
Topics: Trade Show Graphics, Trade Show Exhibit, Sarmistha Tarafder, trade show exhibiting, Trade Show Displays, Trade show exhibit design, platform economy, tradeshows are nerve centers of platform economy
Let's face it. It might be your brand but you no longer own it.
Brands today, are going through tectonic shifts. It is no longer defined by the constraints of the boardroom, all neatly packaged and rolled out as a fixed set of ideas. Sure, you might have a brand message. But that is not your market position. Your market position is what your customers feel about your brand. It is constantly being manipulated and motivated by the users of your brand. Your brand reality is challenged in every product, package, interaction, platform and architectural spaces. At every touch points you are now tasked to provide memorable moments that delights and deliberates. In his book, The Soft Edge, Rich Karlgaard, refers to the emotional connections as Taste. To achieve the right taste profile for your brand, Karlgaard says, “True taste kindles a products’ emotional touch points.”