Very, very often, creativity in our business is putting together two things which haven’t been together before.
Together they create a lot more impact than either of them would on their own.
Here’s a perfect illustration of it: a world record sprint and an annual report.
How on earth do they work together? Here, somehow, they do.
And crucially, they do it in the service of the brand’s positioning as “the world’s fastest sports brand”.
Which illustrates the power of a clear positioning: The possibilities are now almost endless. Puma can now use the world’s fastest…anything… and do a great job for their brand. Your mind starts spinning…they could do almost anything.
This article illuminates one particular aspect of it very well: the appeal of a “process”, something designed to guarantee an outcome which, in truth, can’t be guaranteed, i.e. the inherently unpredictable nature of ideas.