Branding & Marketing

How can innovation and creativity come into play in corporate marketing and branding efforts?

Anastasia E.
Moscow, Russia

“I believe that the most important functions of creativity and innovation are focused around finding new solutions and thinking flexibly in our VUCA (Volatility, Uncertainty, Complexity and Ambiguity) and BANI (Brittle, Anxious, Non-linear, Incomprehensible) world, both requiring constant movement and change. Creative and innovative marketing strategies are usually more effective in building brand recognition and business growth. In order to stand out and buy attention, brands always need to reinvent their approach to customers, to surprise and attract at the same time.

Creativity and innovation are oxygen for marketing. This is about pushing the boundaries of how we see our world today and how we communicate having in mind one step forward closer to the future. We are framing brand issues by means of immersion into culture, uncovering some inspiring insights. ”

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