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Creative Strategy and the Business of Design by Douglas Davis Pdf
"The Business Skills Every Creative Needs! Remaining relevant as a creative professional takes more than creativity--you need to understand the language of business. The problem is that design school doesn't teach the strategic language that is now essential to getting your job done. Creative Strategy and the Business of Design fills that void and teaches left-brain business skills to right-brain creative thinkers. Inside, you'll learn about the business objectives and marketing decisions that drive your creative work. You already have the creativity; now it's time to gain the business insight. Once you understand what the people across the table are thinking, you'll be able to think how they think to do what we do." -- Provided by publisher.
William DugganÕs 2007 book, Strategic Intuition, showed how innovation really happens in business and other fields and how that matches what modern neuroscience tells us about how creative ideas form in the human mind. In his new book, Creative Strategy, Duggan offers a step-by-step guide to help individuals and organizations put that same method to work for their own innovations. DugganÕs book solves the most important problem of how innovation actually happens. Other methods of creativity, strategy, and innovation explain how to research and analyze a situation, but they donÕt guide toward the next step: developing a creative idea for what to do. Or they rely on the magic of ÒbrainstormingÓÑjust tossing out ideas. Instead, Duggan shows how creative strategy follows the natural three-step method of the human brain: breaking down a problem into parts and then searching for past examples to create a new combination to solve the problem. ThatÕs how innovation really happens. Duggan explains how to follow these three steps to innovate in business and any other field as an individual, a team, or a whole company. The crucial middle stepÑthe search for past examplesÑtakes readers beyond their own brain to a Òwhat-works scanÓ of what others have done within and outside of the company, industry, and country. It is a global search for good ideas to combine as a new innovation. Duggan illustrates creative strategy through real-world cases of innovation that use the same method: from Netflix to Edison, from Google to Henry Ford. He also shows how to integrate creative strategy into other methods you might currently use, such as PorterÕs Five Forces or Design Thinking. Creative Strategy takes the mystery out of innovation and puts it within your grasp.
Creative Strategy by Chris Bilton,Stephen Cummings Pdf
People tend to think of creativity and strategy as opposites. This book argues that they are far more similar than we might expect. More than this, actively aligning creative and strategic thinking in any enterprise can enable more effective innovation, entrepreneurship, leadership and organizing for the future. By considering strategy as a creative process (and vice versa), the authors define ‘creative strategy’ as a mindset which switches between opposing processes and characteristics, and which drives every aspect of the business. The authors draw experiences and cases from across this false divide – from the music industry, sports, fashion, Shakespearean theatre companies, creative and media organizations and dance, as well as what we might regard as more mundane providers of mainstream products and services – to uncover the creative connections behind successful strategy. “Creative Strategy is a talisman for those looking to take a new path” Matt Hardisty, Strategy Director, Mother Advertising “It has been said that business is a hybrid of dancing and calculation – the former incorporating the creative within a firm, the latter the strategic. Bilton and Cummings show how these apparently contradictory processes can be integrated. Their insights about how firms can ‘create to strategize’ and ‘strategize to create’ are informative for managers and management scholars alike.” Jay Barney, Professor and Chase Chair of Strategic Management, Fisher College of Business, The Ohio State University “In today’s world, new thinking – creativity – is required to tackle long-standing problems or address new opportunities. The trouble is few organizations understand how to foster and apply creativity, at least in any consistent manner. This book provides new insights into just how that can be done. It moves creativity from being just the occasional, and fortuitous, flash of inspiration, to being an embedded feature of the way the organization is run.” Sir George Cox, Author of the Cox Review of Creativity in Business for HM Govt., Past Chair of the Design Council
Creative Strategy Generation: Using Passion and Creativity to Compose Business Strategies That Inspire Action and Growth by Bob Caporale Pdf
A unique, inspiring guide to building business strategy from the president of Sequent Learning Network A key element of a successful business strategy is originality, which can only be fueled by creativity and intuition. Many business leaders are taught to develop strategies by analyzing case study after case study of other companies’ already implemented strategies, and using those studies as a framework for developing their own strategic plans. However, in order to develop truly great strategies, business leaders must learn to tap into their own creative process and develop actionable strategies based on their intuition and instincts. Creative Strategy Generation is a step-by-step guide to creating truly original and successful business strategies by tapping into one’s own creative potential. Modeled on Sequent Learning Network’s popular strategy building consultation program, the book uses compelling stories and examples drawn from music composition to show you how to produce your own “strategic masterpieces.”
Creative Strategy in Advertising by Bonnie L. Drewniany,A. Jerome Jewler Pdf
Focusing on the idea that good advertising always starts with an understanding of people and an awareness of their needs, this text moves through the creative process step by step. Complementing the instructions are examples of layouts and ad copy, giving students the tools to create their own advertising.
Advertising Creative by Tom Altstiel,Jean Grow Pdf
Advertising Creative is the first “postdigital” creative strategy and copywriting textbook in which digital technology is woven throughout every chapter. The book gets right to the point of advertising by stressing key principles and practical information students and working professionals can use to communicate effectively in this postdigital age. Drawing on personal experience as award-winning experts in creative advertising, Tom Altstiel and Jean Grow offer real-world insights on cutting-edge topics, including global, social media, business-to-business, in-house, and small agency advertising. In this Fourth Edition, Altstiel and Grow take a deeper dive into the exploration of digital technology and its implications for the industry, as they expose the pervasive changes experienced across the global advertising landscape. Their most important revelation of all is the identification of the three qualities that will define the future leaders of this industry: Be a risk taker. Understand technology. Live for ideas.
How can I be more creative? People from every walk of life have asked this question. Whether the motivation is to find more personal satisfaction in everyday life or to achieve success in the workplace, the desire for creativity, and the struggle to sustain it, is universal. Drawing on his varied experiences as a successful product designer and creative director, as well as a seasoned educator and a working parent, Fridolin Beisert's Creative Strategies: 10 Approaches to Solving Design Problems uncovers priceless strategies to lead a more creative life--in any industry, at any level--whether you are a student, a teacher, a parent, or a CEO. Beisert's approaches, cleverly and appropriately titled Pattern Breaking, Planting Limits, and Reality Hacking, to name a few, are revealed through case studies and personal anecdotes that are both entertaining and illuminating, and demonstrate that creativity is a skill that can be learned the same way that we learn how to ride a bicycle: by actively practicing it.
Lichtenbergianism: procrastination as a creative strategy gives you nine Precepts, ways to restructure your thinking about how you create and why so that you can just get to work and create the work of your dreams.
Marketing Strategy for Creative and Cultural Industries by Bonita M. Kolb Pdf
Successful marketing strategies are a vital aspect of any business. This textbook provides students and potential managers in the creative industries with a solid grounding in how to maximize the impact of their marketing efforts across a range of business types in the creative and cultural industries. With a range of learning exercises and real-life examples, this text shows how to create and execute successful marketing plans for creative businesses and is useful for marketing students and practitioners.
The secret weapon for business experts to ensure strategically creative results, this is an indispensable field guide to evaluating creative advertising, branding, and design ideas and solutions, and to working with creatives. Strategic Creativity is a fundamental resource that enables business professionals to stand out amongst their colleagues and enhance their ability to communicate the creative "why" throughout their organizations, and it covers what every business expert should fully comprehend about the creative process. To effectively grow a business and reach the right audience or move a brand forward, advertising and branding need to be relevant, engaging, and worth people’s time. This book contains what a CEO, CMO, manager, business owner, or client didn’t learn about the creative side of advertising and design in business school. Featuring insightful conversations with creative experts, this book will earn a place on the desks of executives, leaders, managers, and middle managers across industries, whose work requires them to understand and execute on branding initiatives, advertising campaigns, social media, and other customer-facing content.
Integrated Marketing Communication by Robyn Blakeman Pdf
Now in its third edition, this comprehensive text offers a classroom-tested, step-by-step approach to the creative processes and strategies for effective integrated marketing communication (IMC). Blakeman covers key areas, from marketing plans, branding/positioning, and creative briefs to copywriting, design, and considerations for each major media format. Throughout, she explores visual and verbal tactics, along with the use of business theory and practices, and how these affect the development of the creative message. This user-friendly introduction walks students through the varied strands of IMC, including advertising, PR, direct marketing, and sales promotion, in a concise and logical fashion.
When it comes to attracting consumers through advertising, which words, phrases, and techniques are most effective? Strategic Copywriting, a detailed how-to guide, introduces students to time-tested strategies for writing and designing successful ads. In this second edition, Edd Applegate explains the core principles that have guided advertising for decades, from knowing the audience to crafting a compelling message. Next, proven techniques for producing specific kinds of advertising—whether for newspapers, magazines, or other print media, for broadcast radio or television, or for social media and online/mobile platforms—are addressed in step-by-step detail. Throughout, Applegate walks readers through real advertisements from advertising agencies of all sizes across the United States to illustrate what works—or not—and why.
Key creative strategies behind the world’s greatest campaigns for anyone working in advertising, marketing, design, and communication. Advertising concepts and ideas are an endlessly renewable resource, but they need careful nurturing in order to reach their full potential. However, with the right approach to creativity, any ad agency or marketing department can become an idea factory that produces great work, time and time again. This book showcases 230 campaigns from all over the world, ranging from print ads and product designs to virals and installations. Mario Pricken identifies the keys to their success and demonstrates how brilliant ideas can be used to forge more fruitful relationships between creatives and clients. He also asks provocative questions, challenges stale routines, and suggests exercises that will stimulate discussion and fire the imagination. Creative thinking is more than just the basis of a finished ad: it can bring together a world-class creative team and promote an inspirational and efficient workplace. From client briefs to office spaces, this book explores the strategies that turn an agency into a creative powerhouse, and demonstrates that it’s only when people are not afraid to make mistakes or think beyond the everyday that innovation can truly flourish.
Strategic Marketing Communications by Paul Russell Smith,Paul Smith,Chris Berry,Alan Pulford Pdf
Following the CIM Advanced level syllabus in Marketing Communications, this text covers key areas of the process and includes pro-forma documents for topics such as SWOT analysis, creative briefs and media briefs.
Rethinking Strategy for Creative Industries by Milan Todorovic,with Ali Bakir Pdf
Creative Industry practices are increasingly manifested through hybrid models and methods and emerging sub-sectors. With ever finer dividing lines between form and content, product and service, participation and consumption, the distinctions between sectors are increasingly blurred, while new, convergent models emerge. Reflecting this fluid context, this book provides a new perspective on strategy in the Creative Industries. Based on extensive original research and live empirical data derived from case studies, interviews, and observations with creative managers, it reveals strategic decision-making by analysing business manoeuvres and stages of innovation in the Creative Industries. Through analysing the interactive features of aesthetically driven information assets, and how new user/consumer cultures are applied, it uncovers the principles that are transforming strategy in the Creative Industries. This innovative volume will be of significant interest to scholars, advanced students and practitioners in the Creative Industries as well as well as industry consultancies and practitioners.