If you know any architects you’ll probably agree that they can be fiercely loyal to certain brands, especially those that define their sense of style and good taste. Windows, doors, flooring, office furniture – especially chairs – right down to their brand of paint. 

So, when my neighbor, the architect, said that she and her husband were going to drive 40 miles for ice cream one evening I wasn’t too surprised. I just figured, it's a brand thing – Häagen-Dazs or Ben and Jerry’s.

The irony is that there's a great little café two blocks down the street that has wonderful ice cream. They offer a dozen different flavors and they're made right here in Lancaster, PA.

I didn’t know how much our neighbors spent on these junkets, but I assumed that they were doing their part to fuel the recovery. I'm sure that driving their SUV 40 miles cost as much as a couple cones at the local café. 

The
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If creativity is the pursuit of ideas, then strategic creativity is predatory. It's the hunt for a powerful solution that can drive your whole marketing program. But strategic creative doesn't exist in any of the usual places. And it can't be recycled from last year's campaign. It's new thinking. It's fresh, grown from a single thought.

Most creative ideas are like newborn crocodiles. They are precocious at first but only 2% of them live long enough to grow big teeth. That's because truly original ideas sound strange at first. They are usually squashed as soon as they hatch. If no one has rolled their eyes at you lately then you've probably been keeping your creative ideas to yourself. 

New thinking is critical but it isn't enough. Strategic creative must be aligned with your brand positioning. It should embody your brand.

Pre-qualify early ideas by asking yourself three questions:

1. Is it unique?

2. Is it memorable?

3.
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