The Art of Connecting the Dots: The Role of Creativity in Seduction

At first, I was compelled by the power of connecting a few words with some visuals to trigger Desire. This urge came from that remarkable part of the brain called creativity, which I decided to nurture in the field of advertising. As I grew in the profession and as the profession itself became more complex, my addiction to this creative process deepened. The more dots I connected, the more nourished my brain became. The more nourished the brain, the faster I could connect those dots. And the more connected the dots, the more powerful my skills became.

In my industry, some strive to connect the dots to win Clios and Lions; my aim, however, is to create Desire. Desire? Yes, because in this commoditized world of emerging competitors and disloyal customers, Desire, fueled by creativity and boldness, is the only emotion strong enough to make a lasting impact.

If you are intrigued by Desire, consider listening to Esther Perel's TED talk. Her thought-provoking notion that "we cannot desire what we own" provides valuable insight into this dissertation about brands needing to work on the art of seduction with their customers continually. But as my readers are more interested in my branding skills than my monogamous life, let's discuss the Value-Based Strategy and Desire and how they intertwine with creativity and innovation to elevate consumer Willingness to Pay (WTP).

You might think I'm only talking about pricing, but it's far more complex and intriguing in the art of seduction. WTP is not just about the monetary value consumers are willing to pay for a product or service; it's deeply connected to how much they desire it, and the art of Desire is crucial in sustaining the upper hand at the bargaining table with customers and channels alike, transforming rational beings into irrational consumers.

Let's start with your customer, consumer, client, or target audience; whatever you call them, today's first rule of business is that you need them to Desire you intensely. Rolex, a master in this craft, exemplifies this. According to the latest Morgan Stanley report, Rolex holds an impressive 29.2% market share. If you don't think there is a master plan carefully orchestrated to create Desire, try visiting your local jewelry store with the Manufacturer's Suggested Retail Price (MSRP) of $32,100.00 in cash to purchase a brand-new Cosmograph Daytona. Chances are, you'll either leave empty-handed or join a long waiting list. Being so bold as to keep your customers engaged by limiting the inventory your partner jewelers can offer, how is that for bold marketing?

In a different but effective way, that is why Coca-Cola, despite having over 100 different beverages in its portfolio, directs the lion's share of its budget towards its flagship product. For over a century, Coca-Cola's 'secret sauce' has been its ability to reiterate the same message: over and over creatively. If you are curious about what I am saying, I invite you to Google "Coca-Cola ads over the years," and you will see the patterns. This relentless repetition is no small feat; it demands a high level of marketing innovation. By pushing the creativity of the top agencies in the world, Coca-Cola not only seduces the consumer, but it's a strategic choice that allows them to leverage their flagship product to support an ever-evolving portfolio in front of retailers, large and small.

However, engaging customers and channels will only take you so far. Today's fast-paced market demands that your art of seduction is sharp enough to foresee the competition, ready to outmaneuver the next Don Juan aiming for your customer's affection. In this rapidly shifting business terrain, copycats can swiftly surface, threatening the success you've carefully built. Here, anticipation is critical, demanding the utmost creativity and strategic foresight to stay ahead of potential challengers.

A few years ago, while creating a luxury treat brand for the cherished dogs of millennials, I emulated a tactic from the wine industry, ensuring my product remained a premium offering. Much like Champagne producers centuries ago, I safeguarded my brand with a denomination of origin. This strategic move explains why most are hesitant to spend over $50 on a bottle of Prosecco or Cava but will readily splurge close to $100 for a bottle of Brut Champagne. The decision has less to do with flavor and more with elements of Desire: the narrative, the heritage, and the exclusive allure that Champagne commands—a status that Prosecco and Cava are still striving to achieve. This approach of seeking inspiration in unexpected places with insatiable curiosity allows me to continually connect more dots, opting to do the exact opposite of what most marketers do. I dare to be creative because I am convinced that if your competition is doing it one way, it's probably wise for you to forge a different path.

Whether you're sculpting a B2B brand or a vibrant B2C product, the key to triumph lies in mastering the art of Desire. I might even dare you to join me in this enthralling dance of allure over a glass of full-bodied Tempranillo, for there is nothing quite like a fine wine to immerse oneself into the exquisite realm of emotionally charged marketing—an authentic and memorable journey towards embracing your true self by linking seemingly unrelated dots.

#creativity #brandstrategy #brandidentity #positioning #CMO #behaviralmarketing