Score
Originality is overrated. Elaboration is the thing.
The article emphasizes that in brand strategy, the focus should shift from striving for originality to elaborating on existing ideas. This approach can lead to more effective campaigns and better consumer engagement, as it allows brands to build upon familiar concepts rather than starting from scratch.
Design Week: There’s one statistic I reach for when a client asks why creative costs what creative costs. Which is often. Sigh. In 2013, Werner Reinartz and Peter Saffert of the University of Cologne published a study in Harvard Business Review.
They took 437 TV campaigns for 90 fast-moving consumer goods brands in Germany, had trained consumer […]
The article presents a significant perspective on brand strategy that encourages practical application, though the idea of elaborating on existing concepts is not entirely new.