It is nowadays a well-established fact that we live in a time where change is the only thing constant. Communication that worked well yesterday might not work today or tomorrow. Therefore we have learned that the strategy to search for "Best Practices" should be replaced by "New Practices".
To handle this uncertain reality, pioneers in the field encourage us to build a creative workshop. It is a kind of internal laboratory where we can experiment wildly to see what works.
The problem? In the wake of this, we see communicators become so blinded by creative chaos that they forget the most basic fact of all – to base communication in strategic insights.
Although we do not know exactly what works on people today, there is still a basic understanding of how humans work and how your brand is perceived. Using these insights as a basis is important. Otherwise, your communication might become irrelevant and upset people.
Insight-driven communication thus makes communication considerably more relevant and consistent. It builds your brand in the long run as it creates consistency. Brands that confuse people with irrelevant communication will fall, much like the Swedish car brand SAAB.
So, be smart! Bring the Insights into your creative lab. From there, you can experiment as much as you like!