Lünstroth uses to work in a strategic manner: A well thought concept immunizises against...Read More
The brand Agency and its Relation to Creativity
Creativity is nice.
But not enough.
We are all creative in one way or another. But our job is not just to be creative. We also have to achieve something with this creativity.
That’s why, over time, we’ve set some rules that make it easier to be creative and to be judged.
Rule No.1: Creativity is not enough.
Rule No. 2: All purchase descisions need arguments, except impulsive ones.
Much is speculated about the differences between BtoB and BtoC. The key difference, however, is less the target audience than the value. Is the product or service so cheap that it is bought as an impulse item? Then the emotional stimulus can be enough to sell.
Example FMCG: In food retailing, products only need an emotional charge from the communicative side; that’s enough for the purchase. Simply because the products are inferior. Who buys a “wrong” product, has no real damage.
The situation is different for higher value goods such as cars, prefabricated houses or facilities. Although also BtoC, here are arguments necessary to trigger a brand preference. Moreover, the higher the value of the goods, the more credible the communication has to be. Simply because more capital is committed. The consumer can not afford mistakes. Here, the brand must be credible and reputable.
It is similar with the BtoB speech. However, not because the buyer is a professional buyer, but because the investment volume is high. Even the professional buyer will not want to afford mistakes.
Rule No. 3: Always better than the competition
“Better well stolen than badly created.” This is a standing adage in advertising agencies and often this type of creation works. However, if the copy comes from the competitive environment, it can quickly become embarrassing and sometimes expensive (for legal reasons).
That’s why we look at what the competition is doing. But not to copy it, but to understand its positioning.
And then we do everything we can to make it better. Because only the better creation makes advantages in the market visible.
Rule No. 4: Companies know their markets
We focus on division of labor and do not assume that we know the market better than our clients, who have been successful there (sometimes for decades). It would be pointless to want to shine in this area with good-will.
On the other hand, we know the psychology of beliefs and know what we need to do to credibly deliver the messages to the target audience. That in turn is our contribution to more success for the clients.