It’s surprising how often brands fail because their strategic and creative aren’t in sync.
This is like using the left brain without the right. We as humans can function with half a brain, but if given the choice why would we?
Consider how Morton Salt used its strategy to produce a creative solution that’s been working for 100 years.
Morton’s strategy was to promote its non-clumping salt. Up until Morton’s, clumping was a problem, especially in damp weather.
There could have been many boring ways of branding and promoting itself, but Morton’s took a look at its strategy and created an image that would represent the benefit of free-flowing salt.
The story was told with a single image and slogan – A little girl under a big umbrella and tucked under her arm is a round can of salt pouring out. The slogan – When it rains, it pours.
If a strategy were not in place, Morton could have gone in several different creative directions without having ever focused on a valid solution. Without creativity, Morton’s could have been just another boring table salt without a memorable story.
Remember – the key to building a strong brand is to combine your strategic and creative efforts, not separate them. This helps ensure the success of your brand and will save you time, energy and money.
Jennie Quimbita
