The Defeat of Habit by Originality

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...