Strangely,
a seemingly non-logic based ability, creativity, is a primary part of Rational
appeal. Roughly put, Creativity is a strategy ability to cope with
situations to create better or new solutions. Creative solutions are those that
combine innovative thinking and efficacious application. When Brands display Creativity,
they demonstrate an ‘intellectual’ ability to deal with the future better.
Audiences don’t just measure Brands on a creative scale from a viewpoint of
novelty, entertainment and utility, but from a position of future risk
amelioration and protection.
Creativity,
the third operator of the rational base of Brand Appeal demonstrates a Brand’s
high adaptability and sensitivity to the environment it exists in. It also
gives the Brand the imagery of a pioneer, one willing to take risks and go into
unchartered territories, making it an attractive proposition.
Creativity
places the Brand high on the social ladder too and this position of social
leadership relegates its competition to the role of an automatic thought
follower. A Brand’s Creativity shows a new way of thinking, giving it a
unique appeal that audiences prefer to associate with. A creative Brand not
only enhances its own value but brings value to society as a whole, helping
breed a creative-culture in society, a necessary ingredient in social survival
and growth.
