Brand creative courage : its importance in brand communication

• Autor(a) principal: Luís, Maria Inês Valente Guedes Ferreira
• Data de Publicação: 2023
• Tipo de documento: Dissertação
• Idioma: eng
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: http://hdl.handle.net/10400.14/42562
• topic: Brand communication strategy; Brand creativity; Brand courage; Brand creative courage; Risk management; Estratégia de comunicação de marca; Criatividade das marcas; Coragem das marcas; Coragem criativa das marcas; Gestão do risco; Domínio/Área Científica::Ciências Sociais::Economia e Gestão

In the current social media age, customers are inundated with excessive information and content, which can make them feel overwhelmed. Due to that, brands must adapt and establish distinctive and brave methods to differentiate themselves from competition. As a result, creativity has become an even more important component in marketing, helping firms to build a distinctive personality and effectively engage with consumers. However, not all brands are willing to take the associated risks involved in creativity. While previous research has studied the influence of creative courage on brand communication from the perspective of customers, there is insufficient literature on its impact on brands. This research aims to investigate the impact that brave and creative communication has on a brand's ability to differentiate itself in the market and to determine the key factors that contribute to the effectiveness of such brand communication strategy. Two case studies were conducted for this goal, as well as the development of a new model for assessing creativity in brand communication. The findings suggest that bold and creative communication can lead to highly positive outcomes for a brand, but success is not guaranteed, and risks are involved. A new model highlights essential criteria for the success of creative and brave brand communication. The new model developed for assessing creativity makes it also possible for companies to evaluate the creativity of their brand communication and identify areas for improvement, avoiding future mistakes.