One of the biggest modern marketing dilemmas is to find out how to create a culture that appreciates the creativity inside the most diverse companies departments.
And one of the main success cases is, without a doubt, one of the best-known brands in the fast-food universe: Burger King.
The brand has recently been built a creative culture that values great ideas, relevant projects and it’s not afraid to take risks.
Consequently, the brand has been achieving engagement records in each campaign launched.
And no one better than Paloma Azulay, Burger King’s new Global Chief Brand Officer, in addition to other brands such as Popeyes & Tim Hortons to help us find that path.
In today’s post, we are going to list 3 of the main lessons we learned during this chat that will help you create a culture that is truly creative in your company.
About the guest: Paloma Azulay
Paloma Azulay has focused much of her career on one of the biggest and most beloved brands on Earth: Coca-Cola. It’s been more than 15 years of many stories and countless challenges.
At the world’s most famous soft drink brand, she started as an intern, rising to the position of Director of Creative Excellence for Europe years later.
Paloma also led Global Marketing for Tim Hortons and Popeyes, two giants of the fast-food universe for a few years.
Currently, she leads the most famous chain of holding Restaurant Brands International (RBI) as global brand director for Burger King, taking over the position left by Fernando Machado, also Brazilian.
3 tips for building a creative culture
1. Define the challenge
In any creative process, you need to have a clear definition in mind: every idea should be a problem solution. Not another problem.
And if you’re not clear what problem your brand solves, how will you know if the idea that’s created is the best answer to boost your product or service?
So don’t just invest time in this step of the process. You need to go deep and find out, above all, what is the cause of this problem.
What are the main factors that are stopping your brand growth?
As much as it is a waste of time for many, trying to summarize your brand’s main problem in one line is a key task in the creative process.
This care with the problem definition will save you a lot of rework in the future. Because, in some cases, marketers are under the false impression that they know what the brand’s real problem is.
But most of the time, they have no idea.
It is at this stage of the process that we should spend effort on well-targeted research, understand what is being said about your brand, and especially analyze the most relevant cultural movements.
2. Know your audience
To ensure that great ideas come to a particular audience, you need to know who you are talking to.
One of the most common mistakes made by marketing departments around the world starts with the demographic analysis of the audience.
For example, when we see something like: “I want to talk to mothers between 30 and 40 years old”. This kind of thinking greatly reduces the characteristics of people. This is a very simplistic way to analyze the audience.
Today, there are many styles of mothers in the world, with different motivations and belonging to different tribes.
We can have a mother who works as a housewife, just as we have a mother who plays video games with her children.
We need, first of all, to understand what kind of content these people consume on the internet.
To better understand how to get to know your audience on a much deeper level, read the article where we talk about how Winnin Insights helps creatives around the world achieve this goal.
3. Broadcast a clear message
We need to be sure of what we want to talk to our target. Another common mistake between marketing professionals is trying to capture all different ideas and talk about many different topics at the same time.
You know, this is almost impossible.
The goal of your brand should talk about some topics of the clearest way possible. This, is a huge challenge for many brands.
If this is clear in your team’s head, surely, the creative process will work in a much more focused way.
Extra: do great briefings
A great briefing is the first step to big ideas to come. So, don’t escape at the time to create this document.
A well-done briefing is like a score in a soccer game. With this, you will get to do a fantastic campaign for brands or companies.
When you put a lot of energy to create briefings, all the previous tips happen in a structured way.
In many cases, professionals associate a creative culture to a chaotic one. This is not true, of course.
That’s why, it is very important to organize this process and transform them in rituals, frameworks and tools to help teams to create more relevant content, in a constant way.
Briefing is the core of this history.
Create a great culture
If you combine these three points we highlighted here with a great briefing, you will build a creative culture.
Which one is the most important?
All of them has its own importance in order to create a creative culture. So, if you use the 3 of them, you will get brilliant results to your team.
And you know, the more creative your team is, the more positive results the company will achieve.
Let’s do the work!