In markets where competition is becoming increasingly fierce, creative expressions are one of the few instruments to really make a difference. This applies to both business-to-consumer (B2C) companies and business-to-business (B2B) companies. Creative campaigns can not only generate big profits, but give your brand a long -term competitiveness. For the content of this article I was inspired by the 'B2B Trends report' by Peter Weinberg and Jon Lombardo of the LinkedIn B2B Institute.

B2B buyers are also people

We often think that a B2B purchase is mainly a rational decision. But when all options begin to look the same, the emotional bond that your brand calls can be a distinctive factor. Realize that B2B buyers are also people. For maximum effectiveness with B2B marketing you have to use a balance of rational and emotional brand expressions. Reach potential buyers, long before they come on the market, with emotional and well -known brand expressions. Then reach them when they come buy, with convincing rational product messages that help close the deal.

Creativity and emotion in campaigns do three important things:

• Break the abundance of advertisements and get attention
• Form stronger associations between your brand and a purchase situation
• Ensure that your brand is reminded during a purchase situation

Blockbuster Marketing

There is no formula to assess whether campaigns score well or poorly on creativity, but there are principles that you can follow to increase the chance of developing strong creative campaigns. Disney, one of the most creative and successful companies in the world, has creative core principles that they adhere to. An algorithm. This 'blockbuster' algorithm works for Disney and it can also work for your company:

Creative Success = (Big Bets) On (Familiar Stories) With (Distinctive Styles) in (Every Channel)

• Big Bets: companies are so afraid of creative flops that they try to reduce the risk by making many small campaigns or brand expressions for a small budget. These 'small bets' almost never break through in the competitive media mass. With 'Big Bets' Disney has a much more chance of breaking through and generating big profits.

• Familiar Stories: In general, people prefer experiences that are 'surprisingly familiar'. If you watch the Disney films with the greatest income, these are mainly sequels, prequels and remakes. Not surprising that Disney focuses on well -known franchises that everyone knows.

• Distinctive Styles: Each brand has at least two 'distinctive brand assets': a name and logo. Successful brands have many distinctive assets, which ensure that every creative expression is immediately linked to the brand. Disney has a characteristic style that they use in all their animation films.

• Every Channel: Instead of creating customized advertisements for all media channels, you can better reuse and scale up advertising material. This increases the creative effectiveness and recognition. For Disney, Star Wars is not only a movie, it's a video game, lunch box, action figure and ride in Disney World.

People are story processors

Learn from the Disney and Passen -to -Dren algorithm with branding and hold on to the same successful creative expressions. For example, over time your creative creations are left onto construction and with potential customers, giving your brand a lead when these customers are ready to buy. Realize that people are not logic processors, but story processors. Tell a story in your brand expressions and campaigns. This can, for example, be about a character that is going through a relevant buying situation.

Creativity in campaigns is a rare opportunity for companies to secure competitive advantage. Do you want to grow with powerful creativity? At Vandeez we are daily busy with creativity and brand construction for the long term. Curious about examples? View our cases . Want to know more about Creative campaign concepts? Our creatives are happy to think along with you!