How to Fix Broken Creative Processes
Compelling, brand-driven creative is usually the result of a focus on just one idea. But, agreeing on that idea is often difficult for even the most marketing-savvy organizations. This challenge is more pronounced in large and consensus-minded organizations, where radical differentiation creates discomfort and "tribal" lines between different teams, departments, and executives make for a complicated group of stakeholders. The result is too-often a long road to the middle. A muddled mediocrity that satisfies everyone internally and inspires no one externally—especially the audience it's made for. This is a broken creative process.
The good news is that many of the most common problems within broken creative processes are surprisingly easy to solve. Devin Liddell, brand strategist and copywriter, will detail proven approaches for diagnosing and treating broken creative processes. These approaches will include how-to perspectives on:
- Moving stakeholders beyond myopic and territorial thinking
- Aligning client teams around an understanding of the competitive landscape
- Making differentiation an organizational imperative
- Utilizing a more inclusive creative process as a way of uniting disparate decision-makers
About Devin Liddell
As Principal Brand Strategist, Devin Liddell leads Teague's core brand strategy and development engagements, helping existing and prospective clients understand how to build brands that stand out in a crowded marketplace. With more than a decade of experience in brand strategy and design, Devin has worked across a broad spectrum of industries: aerospace, higher education, software/technology, food and beverage, and retail. His diverse list of past clients includes Amazon, GE, Make-a-Wish Foundation, Nordstrom, Seattle Symphony and Starbucks. His work has been featured in Brandweek and Brand Strategy, and he teaches regularly at the School of Visual Concepts in Seattle. A longtime art lover, Devin has acquired a large collection of paintings and sculptures made by local artists. He also loves to travel; he has visited South America, Kenya, Thailand, and made one very memorable excursion to Paris, where he had so much fun he ended up in the hospital for four days. Ask him about it.