The Defeat of Habit by Originality

Paul Twivy

This article is a version of a speech originally given at the Marketing Forum. In it Paul Twivy makes a plea for true creativity to be used in brand development.

Innovation in Marketing

The Defeat of Habit by Originality

A Challenge to Marketers and Agencies Alike

Paul Twivy

Creativity is a term that people in marketing departments and agencies love to bandy around. Yet it rarely gets defined. The most exact and telling definition I have heard is Arthur Koestlers statement that creativity is the defeat of habit by originality.

It may be the inertia of habit that cements consumer loyalty to certain brands, once they are established. However, the best brands are created and sustained by the fresh perspective, the battle against the ordinary, that Koestler describes in his...

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