One explanation would be the ability to combine the familiar in unexpected ways. This sparks interest and grabs attention.
 
Another explanation would be the ability to evoke positive emotions, making the audience’s brains drench their amygdala with endorphins and oxytocin, creating strong and positive memory connections to your brand that influence beyond facts and reason.
 
A third example would be the ability to create communication that lets the audience connect the dots, giving them a sense of accomplishment when figuring out the solution to the message.
 
And a fourth would be the ability to tailor the communication to each media channel to ensure the story works in tandem with audience behavior.

All important aspects that require an understanding of behavioral science, story structure, fine art, and folklore.
 
But most importantly, you need to have the utmost respect for the viewer’s time and attention.
 
We know from experience that creative work made to this standard will generate better results. In the short term, you will notice increased retention rates, better penetration, and lower CPM. In the long term, you will see it on your bottom line.   
 
Do you want to know more about what creativity really is and how it contributes to growth and revenue? Click here      
 
*Brand size is number one… unfair, we know.