Ellen Earns The Oscar For Brand Creativity
Ellen DeGeneres is a glowing example of relevant, breakthrough brand creativity. She perfectly represents a confluence of creativity and relevancy through her core sellable assets: Comedy, variety, acting, impactful actions and reactions. During her second hosting stint at the Oscars on Sunday, Ellen creatively orchestrated and effectuated her ambient brand arsenal. She mesmerized the room, enchanted and energized a star-hungry and panting viewing planet.
Creatively ordering sloppy pizza for the Hollywood elite while motivating them gingerly to want it and to eat it in their best dresses is creative and relevant brand genius. Creatively gathering a gaggle of movie legends for a selfie behind a beautiful and glowing Samsung Galaxy smartphone while simultaneously earning a record of nearly 2 million tweets while shutting down Twitter globally is brand genius. All aggregated purposefully to lasso creativity across our planet, not just across the room.
This is what sales and marketing legends are all about: creativity and imagination allows any brand to flourish, to pull consumers to take action, not to expensively push them around to care. Ellen did not push anyone in the room or across our green Earth. Instead she powerfully pulled everyone to her glowing brand, to her very smart creative fireball. She went beyond our legacy challenges of taking or making a market through B2B or B2C strategies. Ellen made and fueled a C2C (consumer to consumer) social market tsunami right before our learning eyes, fueled and muscled up globally through the mighty burnish of her brand creativity.
For us as well as Ellen, creativity drives everything in business. Everything! It drives consumer traffic, drives shelf space, drives product demand, drives opportunity, drives pull, drives fatigued and creatively sluggish competitors on the losing side crazy. Those who master creativity as their most formidable weapon of choice, as their companywide philosophy and strategy are those who capitalize company assets up and down the supply chain of sellable products and services. Drive their brand and products to profitable results. In essence, creativity allows your brand, your company, you personally to escape the dire predictable: “we don’t need you, want you or even appreciate you asking to be part of our family, our shelf space, our business, our social lives.” By the way, creativity also drives everything in our home lives, creates vibrant torrid and energizing foundations of confidence for our building youth, or at least if mentored properly, should, effectively.
Master sales and marketing drivers like Ellen and or those in any size company know this creed and business benediction: “The fueling mantle of brand creativity is the competitive weapon of choice to pull market opportunity.” They know creativity is never limited to packaging, advertising, design or even merchant presentations. That the construct of creativity defines an amalgamated competitive boundary blur between those ahead of your brand and those behind. They seamlessly energize a refulgent, creative and relevant brand magnet powering glowing and flowing market opportunity.
Without pro-enhanced pinpoint creative relevancy the mission, the brand, the products, the services will die. Sometimes and sadly the death of a salesman’s heart, sometimes the death of a product’s future, the death of an intended brand occurs during push exercises to sell retail merchants. Sometimes through sluggish, unexpected and profit dire market pull. Creativity, as so well done live on international TV by mighty Ellen, allows you to escape the predictable misfortune of brand evaporation. It energizes and C2C multiplies the mighty pull of brand infatuation. Relevant creativity invigorates your brands, your products, your consumers, even your sales and marketing team members.
I will leave you with my own example of empowering and fueling relative creativity from my presentation in front of 1,000 colleagues at the Consumer Electronics Industry annual ADL awards dinner in Manhattan. My creative goal was to energize the room, to relevantly purpose the heart of giving, the heart of supporting the mighty efforts of the ADL. Not to simply stand and deliver through flat oration, but to combine relative creativity through the eyes, ears and hearts of an important audience by writing and donating a piano concerto in video. Created to captivate the room, ignite the relevant dream of uniting to give back together. Please take a look and judge for yourself the results in the language of relevancy and creativity through this 2 minute video I was honored to deliver to my Consumer Electronics colleagues:
So, how creative are you? How creative is your brand? How creatively empowered is your brand and products with respect to battling market competitors? Your CFO and CEO need to lead this questioning business exercise while your CMO and EVP of sales need to answer through their truest report card, the cold steel of the P&L. Thank you Ellen for your stark, motivating disciplines and leadership in creative excellence proven through captivating and commanding Twitter and TV airways in mere nano-seconds. “And the Oscar for Brand Creativity Goes To… Ellen DeGeneres!”
Peter Weedfald is president of Gen One Ventures and author of Green Reign Leadership.
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