As an experienced marketer, I'm guilty of complaining about how 'the rest of the business' doesn't understand the rigor behind what I do, and thinks marketing is just the tactical activities they see…Read More
This session was presented to the BMA KC on January 31, 2017 by Carla Johnson.
Creative on Demand: How B2B Marketers Can Become Massively Creative at a Moment's Notice
We've all seen the examples of GE Ecomagination, IBM Watson and Jean-Claude Van Damme's Volvo splits. They're held up time and again as beacons of killer creative. Enough already. It's easy if you have sexy products and big budgets. But we sell boring B2B stuff. Those examples don't have anything to do with us. Or do they?
It turns out, we all suffer from something called Brand Detachment Disorder (B.D.D.). We can't connect the dots with unrelated brands and our blindness kills creative ideas before we even start. But guess what - it's possible to cure our disease, shift our thinking and become the most innovative marketers on the planet. It's possible to tap inspired creativity any moment we need it.
Welcome to Creative on Demand.
In this enlightening presentation, author and B2B marketing expert Carla Johnson will uncover the secrets to inspiring true creativity. You'll hear how brilliant brands nurture tiny creativity everyday instead of only when they need it. How you, too, can combat B.D.D., separate process from product, and breed unstoppable creativity and game-changing innovation throughout your company