Enterprise Marketer - Make Your Marketing Matter.
Make Your Marketing Matter.

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

tagged with: Content Strategy, BMAKC

Carla Johnson - Enterprise Marketer


As the Chief Experience Officer, Carla Johnson helps marketers unlock, nurture and strengthen their storytelling muscle so they can create delightful experiences for audiences. She works as a trusted advisor at the highest level of blue-chip brands to establish open conversations, instill creative confidence and inspire an environment of receptivity that develops highly prized teams and stellar business results. Carla has worked with companies that include American Express, Dell, Emerson, Motorola Solutions, VMware, Western Union and the U.S. Army Corps of Engineers on how to tap into a wellspring of ideas and unveil new ways to bring their brand stories alive in fun and captivating ways.

Consistently recognized as one of the top influencers in content marketing, Carla’s latest book, Experiences: The 7th Era of Marketing teaches marketers how to develop, manage and lead the creation of valuable experiences in their organizations. Carla serves as the Vice Chair of the Executive Board of  the Business Marketing Association (a division of the ANA) and previously was the Vice President of Thought Leadership. She’s an instructor for Rutgers University mini-MBA program, the Content Marketing Institute, the ANA and the Online Marketing Institute. A frequent speaker, Carla also contributes to industry-wide news outlets, forums, and conferences on the future of the marketing profession, leading through innovation and the power of storytelling.


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