Are You Creative ???

Well, creativity has taken many dimensions, but there are certain things that are a matter of fact and which don’t change in the dynamic market.

Common people feel that if an idea or concept is different and unique, it is creative. This is sheer misconception. Creativity definitely means something unique and original, but its relevance is a big issue.

David Ogilvy says, “If it doesn’t sell, it isn’t creative”.

Marketers do a lot of experiments with the packaging of products and showcase their creativity. Let me exemplify. Close-up recently launched its product line named Flavalicious with chocolate flavor. The packaging is different with brown graphics on the product. This is a new and innovative packaging, but is relevant as brown color represents chocolate flavor. If such graphics are used for any other flavor, that won’t work.

So, creativity and relevance go hand in hand.