Comments
Creativity in marketing is the ability to position the business with new and different viewpoints in a crowded market, according to Mr V. Narayanan, Strategy Consultant and Corporate Trainer.
He was delivering the Business Line Club lecture on ‘Creativity in marketing' for the MBA students of Srinivas Institute of Management Studies in Mangalore on Tuesday. The Business Line Club lecture was sponsored by Syndicate Bank.
Speaking on the occasion, he said creativity in marketing is not about right and wrong. It is about right and new. It is full of invention, innovation and imagination.
Mr Narayanan said that marketing basically is creating customers at a profit.
On the ways to improve creativity in marketing, he said there is a need to imagine widely and wildly. This will help strategise out of the box.
Giving the example of use of sachets in the retail marketing of various products, he said this idea of marketing helped meet the needs of the Indian customers and market various products to them.
Blockers
He said the fear of being rejected is one of the blockers for creativity in marketing. The tendency to ignore intuitions and to adopt ‘it won't work attitude' are also seen as blockers.
Becoming positive and playful will play a major role in creativity in marketing, he said, and urged the students to have a positive mindset in their career.
Creativity is the art of breaking patterns, habit and certainty. It is also the art of entering into the minds of people and occupying their hearts, he said.
Stating that human mind is like a high-end car, Mr Narayanan urged the students not to use it as an auto rickshaw. Dr P.S. Aithal, Principal of Srinivas Institute of Management Studies, proposed a vote of thanks on the occasion.
Comments
COMMENT NOW
Comments
Comments have to be in English, and in full sentences. They cannot be abusive or personal. Please abide by our community guidelines for posting your comments.
We have migrated to a new commenting platform. If you are already a registered user of TheHindu Businessline and logged in, you may continue to engage with our articles. If you do not have an account please register and login to post comments. Users can access their older comments by logging into their accounts on Vuukle.