Embracing Creativity for Brand Success
Mira De Maeyer, Chairperson of UBA, emphasizes that creativity is essential for brand building and standing out in a competitive market, urging marketers to focus more on creative efforts to enhance brand impact
Creativity in brand building amidst a competitive market. While marketers focus internally on profitability and data, Fleur stresses the importance of creative efforts to capture consumer attention and build a strong brand identity. UBA advocates for increased creativity and collaboration to enhance brand effectiveness and relevance.
Marketers/brand builders carry a tremendous responsibility. Along with their internal (Sales, Finance, Supply, etc.) and external stakeholders (creative and media agencies, research firms, etc.), they are held accountable for the profitable growth and maximisation of their company’s profit through effective brand development. Marketing initiatives are continually assessed internally for their potential to contribute to this profitable growth. As a result, marketers often become very internally focused when they should be concentrating externally—keeping consumers at the centre and continuously convincing them of the brand’s value. Every marketer knows that focusing on consumer penetration is the only gateway to maintaining or, better yet, growing market share.
An increasingly competitive and ever-changing market environment is the reality for every brand builder in Belgium. The diversity of communication and sales channels makes effective brand building even more challenging. It is becoming increasingly difficult to capture and retain the attention of ever more critical and fickle consumers, and to continuously convince them of the added value of their brand.
Today’s marketers also live in a world of ‘data abundance,’ allowing them to better measure and evaluate the effectiveness
of their brand investments. Facts and rationality easily take precedence in this context. However, in an increasingly competitive and complex marketing reality, creativity can make a genuine difference and contribute to better results. Creativity helps a brand stand out from the competition, thereby securing a competitive advantage. It makes brands recognisable and memorable, contributes to a strong narrative and, consequently, a strong identity. Creativity makes it easier to connect with consumers, ensuring that the brand narrative remains relevant over time.
Therefore, I advocate for more creativity in all our efforts as brand builders.
UBA promotes a creative, innovative and transparent communication ecosystem and supports its members by representing their interests and providing a platform for knowledge exchange. UBA works closely with its partner associations, including the ACC.
Let’s join forces to create campaigns with more effective creativity!
Mira De Maeyer, Chairperson UBA