Bill Bernbach's insights on advertising highlight the challenges faced by higher education marketers today. With the saturation of marketing messages, creativity is crucial in ensuring that marketing efforts stand out. Many audience members perceive marketing as repetitive and lackluster, emphasizing the need for bold ideas. Investing in creativity is tied to improved profitability and effectiveness, counteracting the risk of brands becoming lost or ignored. Data shows that creative execution significantly impacts profitability, often rivaling brand size as a key driver of success.
Creativity continues to drive commercial value, however, investing in the intangible up front-with both time and resourcing-can prove to be difficult when budgets remain static.
Without an investment in creativity-the vehicle for our big brand ideas-we risk our message getting lost, splintered and, worst case, ignored.
If there is a choice to be made between efficiency and thinking big, you cannot afford to be efficient if you want to be famous.
Outside of brand size, creativity is the most important lever in profitability.
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