The Creative Side of Marketing


\r\nQuestion:
How has the creative process of marketing changed?
\r\n

\r\nBob Lord:  The creative process within the marketing world is \r\nbeing challenged and it’s being challenged because there are tools and \r\nmethodologies now that involve the consumer in the development and \r\nreview of the creative process more than ever before.  The marketing \r\ncompanies that are doing things well are the marketing companies that \r\nare bringing the consumer in early on to test and learn about how people\r\n will react to a particular message to understand what they would want \r\nin product development, so when the product actually launches the \r\nconsumer has already been involved with the evolution of that product, \r\nso if you think about Starbucks again My Starbucks has been a great boon\r\n for them where people are helping to design new drinks for them and \r\nthey’re harnessing the power of the consumer to bring their ideas into \r\nwhat will be potentially the new drink for them.  There are automobile \r\ncompanies that are enlisting the help of the general public to help to \r\ndesign the car of the future.  What do they want the car of the future \r\nto look like?  What attributes do they see as important?  And those \r\nfeatures are being fed into the product design element and the \r\ndevelopers that are then being inputted into the cars, which ultimately \r\nyou now have a virtual focus group to help you in your marketing message\r\n and your design process.
\r\n
\r\nRecorded on June 16, 2010
\r\nInterviewed by Jessica Liebman

New tools and methodologies involve the consumer in the development and review of the creative process more than ever before. The best marketers bring the consumer in early on to find out how people will react to a particular message.

Google Maps apologizes for going rogue in Japan

The navigation tool has placed a school in the sea, among other things.

Strange Maps
  • Google has apologized for the sudden instability of its maps in Japan.
  • Errors may stem from Google's long-time map data provider Zenrin – or from the cancellation of its contract.
  • Speculation on the latter option caused Zenrin shares to drop 16% last Friday.
Keep reading Show less

MIT study: 24-hour fasting regenerates stem cells, doubles metabolism

This gives credence to the 5-2 diet, which has recently gained in popularity thanks to a large celebrity following.

Pexels, user @Deena
popular

Chances are you're probably thinking about food right now in some capacity. Maybe it's close to dinner and you're wondering what you are going to eat. Maybe you had a really good lunch and are fondly reminiscing about your BLT, or whatnot. Or maybe, just maybe, you're thinking about not eating food for a while. 

Keep reading Show less

A new theory explains Jupiter’s perplexing origin

A new computer model solves a pair of Jovian riddles.

(NASA/JPL-Caltech/SwRI/MSSS/Kevin M. Gill)
Surprising Science
  • Astronomers have wondered how a gas giant like Jupiter could sit in the middle of our solar system's planets.
  • Also unexplained has been the pair of asteroid clusters in front of and behind Jupiter in its orbit.
  • Putting the two questions together revealed the answer to both.
Keep reading Show less