Hi First name / friend,
“It may well be that creativity is the last unfair advantage we're legally allowed to take over our competitors.” Bill Bernbach
This is a quote that I have slap bang in the centre of my website, I include it in all my presentations and I have it printed out and stuck on the wall in front of my computer. I reference it so much because I absolutely believe it. Creativity has the power to tell a story, make your product come alive, make people feel something, and make them buy you over your competitors.
Last week I was asked if I thought there was a secret behind all great creative work and my answer was yes. Unfortunately/ or even fortunately for the sake of fresh perspectives and continued innovation, it is not an a+b=c answer, but rather something based on being far more human. I believe that all great creative work is based on human insight.
Let’s start with what is an insight actually is. Commonly muddled with an observation, an insight tells you the reason why something is done. It’s not what is being done but why is it happening. It goes beyond the surface and taps into the behavioural psychology of a person.
A great example is if we look at the recent coming out of lockdown.
Observation- people are nervous to hang out again
Human Insight- people have forgotten how to act around people and are worried about being socially awkward.
*acknowledging this doesn’t take into account health, proximity fears etc
As a brand, is there any opportunity for you to demonstrate that you help people feel less socially awkward and as a result could be part of their solution? This is exactly what Extra Gum did.
Great marketing doesn’t try and sell a product. It builds brands that solve problems and meets people’s needs and this all starts with a human insight.
