Successful brand development calls for both creativity and branding research.
Conflict Jr Milestone's insight:
With the article’s ideas of blending creativity with branding research it requires creative and analytical thinking as it will develop a strong concept. What the author is trying to convince is that branding research will allow marketers to know more about a certain brand and how it is performed in the market. But unlike no research with no understanding of the brand and how well it performed in the market the marker will then be struggling with the challenges they might come across, but with better branding research ideas can be developed as if the research of the brand found to be too old fashion then creativity comes along allowing marketers to create new ideas of how well they should approach the market next time just from the researching of the brand. So overall branding research blend with creativity will give an effective marketing tool in relation to brand performance.
Creativity in this article concerns with the measuring of advertising performance and its effectiveness but mainly its uniqueness in approaching consumer’s interests. Five main dimensions the author states that I find interesting is the use of fluency, originality and elaboration as well as abstractness and resistance to premature closure. All of these dimensions can be used effectively in regards to measuring the effectiveness of an advertisement whereas fluency refers to numbers of relevant ideas in an ad, originality measures the uncommon or the uniqueness of the ad. Elaboration can be refers to the amount of response given by a specific audience that the ad is targeted and abstractness measure the performance of the ad how it became from being targeted to a strong solid results. Lastly resistance to premature closure measures the ability of varieties of factors that the ad can be able to track.
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