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. Will it enhance our brand position?

If your answer is no to any of these, move on. 

One good idea can launch a nice rally of results. But a well orchestrated program driven by a brilliant brand strategy is a grand slam. It has the power to change everything. 

Where do you start?

To find a solution you need to define the problem for your creative team. Don't hold anything back, because big problems drive big solutions. Sure, you have limited resources and an identity manual to consider. But protecting your brand equity should be part of the challenge. You want to keep the goodwill you have built while attracting new customers and staying within your budget.

Change drives winning strategies.

Your potential customers are moving. The markets they help define are amorphous. They flow. They follow economic, technological and cultural shifts. So your creative strategy needs to keep moving too. What worked two years ago won't work today. Embrace change, and make it part of your strategy.

Play offense, not defense. Be proactive. Drive change. If you become the voice of change in your industry you can assume the leadership position. 

There are semantic differences but there is no functional difference between a disciplined brand strategy and an integrated creative strategy. Think of your brand as Lance Armstrong. If you have a powerful brand and every creative element of your marketing program works to support your brand, you'll win.

Here's how it works. 

1. Define the problem. Problems drive solutions. Want a better solution? Define a bigger problem.

2. Be frank. Tell your agency the inconvenient truth about your current position. Show them where you're winning and where you are losing. 

3. Be passionate. Tell their creative team what your company is passionate about. Because passion inspires results.

4. Differentiate. Strategy requires choice. Choose a solution based on a single idea - not multiple ideas. Because when a brand stands for something it stands out.

5. Integrate. Strategic creative isn't an ad campaign, a few mailers or a microsite. It is your entire program working together as one to create awareness, generate interest and produce action.

Strategic creativity involves branding discipline, an understanding of customer psychology and considerable knowledge of new and traditional media. It is the perfect team building tool for you and your agency because it requires that experts in a network of related areas all work together.

It's not easy but when it's done right it's a game changer. So turn those new ideas loose. If you listen carefully you'll hear your competition say, "Why didn't we think of that?"