Creativity needs to be at the heart of strategy

This article argues that creativity is essential when trying to establish brand difference as increasing numbers of companies now use their brand as a way to guide all decisions and to embody what it is that makes them different from and better than their competition.

Creativity needs to be at the heart of strategy

John ShawBrand Union

The search for genuine brand differentiation has taken creativity upstream, into the very heart of organisations. It has disrupted the traditional role of the agencies that serve them, but created new opportunities for strategists to take on a more holistic strategic role.

The Future of Strategy

This article is part of a collection of articles on the future of strategy. Read more.

The future of strategy is determined by the need for companies and brands to place creativity at the heart of their businesses; to...

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