Creativity in advertising isn’t about playing me-too marketing and keeping up with the Joneses. The value lies in understanding the emerging consumer behavior behind the success of a campaign, and finding innovative ways to activate on it.
As marketers, we fight and claw for the consumer’s attention—blood, sweat, or pixels, we will shed whatever we need to for a minute of mindshare.
If that makes the self-destructing messages of social media platform Snapchat seem counterintuitive, I get it. After all, a platform built around disappearing content feels more like a tool for teenagers to hide things from their parents than it does an advertising platform.
But Snapchat has gone mainstream: 100 million active users and 7 billion views, daily.
So how did what was once mistakenly described as a “sexting app” become the world’s hottest social platform?
Revolutionary business model innovation is hard. Really hard. It takes more than an inspirational “go innovate” deck or locking your greatest minds in a conference room.
To get there requires an innate understanding of your business and industry, but above all an understanding of the human end user.
Technological, economic, and demographic changes are happening at a dead sprint, and it’s relentless. When you’re trying to manage your business in this environment, it can feel like chasing Usain Bolt, and he’s turning around to taunt you as he pulls away.
The usual product development road maps cannot withstand this pressure. Standard waterfall planning cycles are too inefficient, so the basic methodology for product innovation of gathering your team, brainstorming solutions, prototyping, and testing has to be accomplished a lot faster.
A dead-sprint business environment calls for a dead-sprint innovation methodology.
So you have an exquisitely engineered product or an innovative service.
Sorry, but that won’t be enough to sustain growth in today’s economy. From the customer’s point of view, you’re just getting started on meeting their basic expectations.
Brands that differentiate themselves remember that driving purchase is all about creating great experiences for their customers — all-around and all the time. Product innovation by itself won’t give you a lasting lift.
The fundamentals of objective-based motion design, rooted in advances in neuroscience and behavior tracking, rely on the nonverbal cues that trigger action in a user’s personality. By better understanding how our brains are drawn to changes in context, we can design animations that allow users to navigate from context to context with less confusion — making it easier for them to reach their goal.