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, a stretched, taut creative idea holds everything together. It secures the strategy, contains the story and binds volumes of messages and CTAs that would otherwise scatter randomly throughout the media ecosystem.

Sadly, some agency cultures abuse ideas. They stretch and stretch until — oh snap. They’re left with broken thoughts that have no purpose but to perplex their audiences. Then, there are those 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 equal parts recklessness and restraint. It takes a delicate touch for sure. Which is all the more reason to make sure your ideas are in skilled and seasoned hands.