“Creativity consists largely of rearranging what we know in order to find out what we do not know. Hence, to think creatively, we must be able to look afresh at what we normally take for granted.” George Kneller

Research conducted in 2016 by the University of California in San Diego, estimated that the human brain gets exposed to the equivalent of 34 gigs of data every day.

So how does your message break through the clutter effectively?
In his book “Emotional Intelligence”, Daniel Goleman explains with science how the brain produces memorable moments. In processing these gigs of daily data, all stimuli goes from your senses to the amygdala, the brain’s emotional center.

This almond shaped part of your brain uses conventional synapses to store or discard unremarkable stimuli, while using unconventional synapses to activate different parts of your cognitive brain that create extraordinary memories.

The challenge of effective creativity is how you manage this unconventional stimuli so the brand is the protagonist. Great creative must accomplish a brand objective, in doing this effectively, the idea itself can’t be more memorable than the brand message.

To avoid the pitfalls of brand-less ideas, effective creative must take the brand strategy and communicate it in remarkable ways. Strategy is the inception point of great creative, it must be precise in defining why your brand is different, better, than competitors. To achieve this, the strategic process must be disciplined, insightful, consumer centric and brand relevant.

To create emotional connections between your brand and its consumer, the strategic process demands you understand the motivations and wants of the consumer, then find a unique way of connecting your brand with them, to define a relevant brand promise that creates actionable preference.

The definition of the brand promise itself is a great challenge, since it must be consistent with the experience your brand provides. Great creative entices consideration, but if your brand experience falls short of its promise, it is highly unlikely that the consumer will repeat its purchase.

Once the promise is defined and the concept created, the role of breakthrough creative is to remain consistent throughout all touch-points. In today’s multi-media environment, is of utmost importance that everything the consumer sees from your brand -from packaging, point-of-sale, television, to a social media post- is stimuli that conveys a single minded brand promise consistently.

Consistency isn’t achieved by placing a logo or slogan in any piece of communication. Consistency requires that the strategy also defines a brand identity and voice that becomes one with the brand and its creative.

In essence, to develop breakthrough creative, be branded, be unconventional and talk to the amygdala.

This blog post was written by Fernando Alcázar, Partner and Strategist for SGA. It is intended to present a point of view that can help you improve your brand’s performance. If you want to start a dialogue, please share, comment or email me at falcazar@sajogarcia.com.