When is a great idea a liability?

Monday, 30th June 2014

Categories: Creative

When is a great idea a liability?

Whatever the message or media, a great creative idea will always out perform a run of the mill campaign that has a weak or inappropriate creative theme or concept. But there are situations when caution is advised:

• What’s behind the thinking? – Is the creative solution being promoted because of the ego of the originator or because it’s the right idea for the target audience
• How different is the approach? – If all previous marketing communications have been of a certain style and the new solution is radically different, it can be misinterpreted. Better to launch a new creative style with a new product or service
• Have you promoted the idea internally? As an employee it can be very demotivating to see a new marketing approach for the first time when you open a trade magazine or receive an internal newsletter. Confidentiality is important, but 24 hours before a launch it’s always a good idea to make sure your internal audience is fully briefed
• Have you checked with other departments? If you are responsible for only a single product or service within a larger organisation, it’s always important to check that your flash of inspiration is appropriate for the company corporate brand identity

At the end of the day though, sometimes it’s worth the risk, because a really amazing creative idea will always have a positive impact.

Author: Gamze Bilgili