The myth of the creative spark and why we are doing brainstorming sessions wrong
A creative flash is deeply conditioned by two things, which is why a lot of brainstorming sessions based on collective idea throwing are useless.
Genericity is a brand killer
Over the years, we’ve seen dozens of identical video ads where the last shot could easily be a logo from a bank, energy drink, or gas station, without the audience making any difference.
The story of the magic stone… or how to turn the brand into a platform for the audience
One cold night, in a small village, someone knocked on the door of a modest house. The woman who lived with her two small children cautiously opened the door. In front of the door stood an unknown man who immediately addressed her.
Reducing employer branding only to employee benefits is wrong.
As an industry, we have reduced the set of values we offer to the employee to a set of material benefits for employees and activities unrelated to the mission and vision of the company.
