Conceptual creativity

2640 Lyndale Ave S.Minneapolis Minnesota 55408

Conceptual Creativity How we leverage creativity in strategy at Zeus Jones.

Content subject to change.

Strategy is a creative discipline.

Artistic creativity

Zeus Jones Proprietary and Confidential.  All rights reserved 2010. Source: “The riddle: where ideas come from and how to have better ones” By Andrew Razeghi

Thinking differently

Creating unique things

Ideas that are relevant to the human condition

Aim to inspire

Judged by the quality of craftsmanship

Different problems, different approaches.

Artistic creativity Conceptual creativity

Thinking differently

Creating unique things

Ideas that are relevant to the human condition

Aim to inspire

Judged by the quality of craftsmanship

Zeus Jones Proprietary and Confidential.  All rights reserved 2010.

Thinking deliberately

Creating solutions

Ideas that are relevant to the situation

Aim to affect

Judged by the level of effectiveness

Source: “The riddle: where ideas come from and how to have better ones” By Andrew Razeghi

How do you get people to take your side of the debate?

What do you do when you are confronted by a hostile group?

How do you stop intense fighting between two villages?

Conceptual creativity exerciseWhat is the most creative

and effective way for you to

sell lemonade if you had the

brain of an MBA student

but the resources of a 10

year old?

Three principles for conceptual creativity1. Be resourceful

2. Leveraging touch points

3. Reframe the situation to your advantage

Be resourceful

Find the brand’s existing assetsWhat does the brand

already have that can be

leveraged for marketing?

Could be: products,

physical, processes, people,

ideas, iconography, etc.

Aim for collateral impact when creating new assets• Can the asset you’re

creating work for multiple

things?

• Can the process of

creating the asset be

leveraged in marketing?

• Does your asset benefit

multiple parties?

Leveraging touch points

Cognitive biases can be leveraged to influence decision-making

Bandwagon EffectPeople like to make

decisions that are safe. They

often base their decisions

on the ones that their peers

have made.

Source: “Predictably Irrational” by Dan Ariely

Framing the OptionsWhen people are making a

decision, they take into

account of all the choices

that are offered to them.

Source: “Predictably Irrational” by Dan Ariely

Set the Defaults When people are faced with

a choice to make, they'd

rather do nothing and

ignore it.

Check the box if you want to participate in the organ donor program.

Check the box if you don’t want to participate in the organ donor program.

Before:

After:

Source: “Predictably Irrational” by Dan Ariely

Reframe the situation to your advantage

Reframing exerciseWhat am I looking at?

Reframing exerciseWhat am I looking at?

Point of an arrow

Reframing exerciseWhat am I looking at?

Head of a nail

Reframing exerciseWhat am I looking at?

A penny

The evolution of the integrated marketing campaign

MessageConsistency

VisualConsistency

StrategicConsistency

2640 Lyndale Ave S.Minneapolis Minnesota 55408

Thank you.@nien