As an advertising creative within a brand design consultancy, I appreciate the irony. The tension between creativity and distinctiveness is an age-old industry conundrum. In the pursuit of fresh ideas, cultural relevance and innovation, we often see the sacrifice of the very thing that gives creativity its power: the brand.
Mark Ritson says the golden rule of advertising is “…first they must know it’s me.” Yet too often, the brand disappears into the shadow of the celebrity or the concept itself. As a creative it can be heresy to admit I am a fan of the evidence based school of thinking, but I’ve always aspired to break things in the cathedral of advertising.
