Creativity and the rubber band theory for marketers

Ideas are like rubber bands. They are meant to be played with, pulled and stretched.

In the right hands, taut ideas hold everything together. They secure the strategy, contain the story and bind volumes of messages and CTAs that would otherwise scatter randomly throughout the media ecosystem.

Sadly, some creative folks abuse ideas. They stretch and stretch until — oh SNAP. They’re left with broken thoughts that have no purpose but to perplex their audiences (or fill their trash bins). Then there are the creative types who apply no tension at all, spending client budgets on loosely tethered, random acts of marketing. Heavy sigh.

Finding the right amount of stretch calls for an adept combination of insight and might. It takes a delicate touch for sure. Which is all the more reason to entrust you’re your next marketing idea to skilled and seasoned hands.