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A ravolution in Creative business strategy - Schemetter B.

Schemetter B. A ravolution in Creative business strategy - Wiley & sons , 2003. - 257 p.
ISBN 0-471-22917-2
Download (direct link): leaparevolutionIncreativeb2003.pdf
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176-177 Business model: developing, 96 old versus new, 211, 219 Business strategy: agency role in, 212 brand in, 29, 56 creative thinking in, 8, 14, 20,
24, 25, 44, 67, 143, 189 developing, 103 repositioning in, 156 shifting, 131, 167 Business utility vehicles (BUVs),
156, 157
Cadbury, 139-140 Calatrava, Santiago, 154, 213 Carey, Wally, Jr., 10 Carter, Dennis, 77-81, 86 CEOs:
as company spokespersons, 76, 77 creativity and, 33-38, 45-47, 82-83 dyslexia among, 40 Chambers, John, 40-41 Change:
CBI role of, 32 in company culture, 68
236 Index
Chiarello, Stacy, 10 Clients, of ad agencies: involvement level of, 194, 215-216 relationship with, 116, 208-215, 220, 221 role of, 7, 51, 191 understanding business of, 102-103, 165, 190 Collaboration:
agency-client, 116, 220, 221 with consumers, 166-169 creativity through, 126, 183-184 importance of, 71-72, 97 Colors magazine, 55 Commodities, as brands, 21, 24, 50,
74, 80, 86-87
Communication, as CBI component, 30, 44 Company culture:
actions and attitudes in, 102 creativity in, 49, 51-54, 57, 68, 199
employee respect in, 100-101 physical space as effect on, 201-208, 210,219 Company structure:
creative thinking in, 184-185 cross-discipline approach to, 209-210 nonhierarchical, 190, 191, 199, 201, 204, 205, 208, 219 Competitions:
Creative Business Idea awards, 57-59, 92, 138, 165, 208 International Advertising Festival, 59, 138, 172 Project Greenlight, 177-178 Consulting firms, 183, 184 Consumers:
as brand ambassadors, 111 brand participation by, 165-169 connecting with, 169-172, 176 redefining relationship with, 179, 219
understanding, 102-103 versus users, 95 Consumer trends, 132
Co-op advertising, 80-81 CraveroLanis Euro RSCG, 166, 207-208 Crayola, 163-165, 173 Creative Business Ideas (CBIs): awards for, 57-59, 92, 138, 165, 208
brand relationship to, 113, 118, 147
change as force in, 32 components of, 30-31, 44 courage required for, 31, 217 creation of, 196-197 for customer experience, 42 defined, 30
environment for, 53, 68, 213-215 examples of, 18-24, 97 introduction of, 58 need for, 17, 26 as ongoing process, 69 origin of concept, 27-28 on small scale, 134 thought process for, 24, 41 versus traditional commercials,
137 Creative leap:
to business strategy, 24, 25 CEO as instigator of, 33, 46 as nonlinear, 31 sources for, 111 springboard for, 192 timing of, 210 Creative thinking:
as business strategy, 8, 14, 20, 44, 67, 189, 218, 220 by children, 168-169 through collaboration, 126, 183-184 in company structure, 184-185,
219
domain of, 25, 181-182 dyslexia and, 39-40 failure and, 148 as intellectual capital, 217 by necessity, 140 nonlinear, 18, 24 process for, 186-188, 195-197, 201
Index 237
to redefine business, 157 starting with, 103 targeted, 190-191, 195 from teams, 184-185, 203, 211 Creativity:
business role of, 31, 33-38,
45-47, 139, 143, 221 in company culture, 49, 51-54,
57
demand for, 17, 29 nature of, 4, 185-186 on television, 137-138 Cumming, Matt, 121 Customer experience. See also Brand experience creating, 42, 44 as entertainment, 159, 162
Dahlin, John, 214 Dahlin Smith White, 79 Damon, Matt, 177, 178 Dean Foods, 130-132 Discipline, need for, 190, 192, 195, 197, 199, 220 Disney, Walt, 21, 53 Disney Company, 160-162 Disneyland, 20-21, 53 Distribution channel, changing, 131, 132
Donoghue, John, 119 Door-to-door selling, 122-123 Dot-com phenomenon, 189 Dreyer, Bill, 40 Durante, Jay, 63-64 Durfee, Jim, 215 Dyslexia, 39-40
Edwin Schlossberg Incorporated (ESI), 180 Eisner, Michael, 53, 162 Ellis Island museum, interactive exhibit at, 181 Employee recognition programs, 51-52, 57-59 Employees:
brand building role of,
100-101 empowerment of, 57, 201
Empowerment: of consumers, 196 of employees, 57, 201 Engellau, Gunnar, 20, 38 Entertainment:
brand experience as, 115, 162-165, 172, 175, 176,
219-220 integrated media in, 179 U.S. focus on, 159-160 The Entertainment Economy (Wolf), 159
Euro RSCG Corporate, 93 Euro RSCG Five Points™ process, 195-197 Euro RSCG India, 155 Euro RSCG Manille, 133 Euro RSCG MVBMS, 27, 164 Euro RSCG Partnership (Sydney), 120
Euro RSCG Soderberg Arbman,
173
Euro RSCG Tatham Partners, 79, 130
Euro RSCG Worldwide: creative thinking at, 26-28 Intel relationship with, 81 origins of, 13-14 reward program at, 58-59 structure of, 195
Fabrica, 55-57 Facilitators, 95 Fast Company magazine, 37 Fear:
as creative inhibitor, 199-200, 217, 218 as motivator, 200-201 Films, as brand experience,
177-178. See also specific films Filo, David, 104 Flaherty, Glen, 215 Friends and Family campaign (MCI), 12, 50 Fuel North America, 204-205, 208
Gallate, George, 81 Gehry, Frank, 146
238 Index
Globalization: of brands, 205 community aspect of, 172 customization for, 83 via Internet, 177 Good Will Hunting (film), 177 Green Giant, 132-135 Grove, Andy:
ability to recognize creativity, 78, 82, 83
business strategy of, 85-86, 200 office size of, 203 Guerrilla marketing, 126 Guggenheim Bilbao, 145-146 Guggenheim Museums, 140-148 Guinness, 123-128 Gwathmey Siegel & Associates Architects, 143
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