Advertising and marketing are creative disciplines. That's one reason I love being a part of marketing industry. Finding creative solutions to help clients sell their products and services is a fun way to make a living. Having said that, I must also say that too often I see marketers going too far.
In my opinion it is certainly possible to be too creative for your own good. What exactly do I mean by that? Let me share a very public example to explain.
My example comes from reality television show, "The Apprentice." Okay, so I admit it, I LOVE that show. I'm not much of a reality TV fan, but there's something about watching these teams compete on business challenges week in and week out that intrigues and entertains me.
Quite often they are given marketing-related tasks on show. Let’s face it, marketing is one of THE most important jobs you’ll ever have in business. If you can do it well, your business will more than likely do well. If you can’t market well, your business is in trouble.
In a recent episode of “The Apprentice” task was to create a TV commercial for Dove Body Wash. The teams were instructed to come up with an "out of box" 30-second spot to promote product. The result?
Both teams created garbage! I guess some may argue they certainly did think "out of box," and both teams tried to justify that's what they did, but in end, they failed miserably at their number one task: to sell product!