Creative Excellence -> Content Excellence®
The old creative excellence framework was focused on creating the perfect message and pushing that message out through a variety of different channels in order to reach consumers. The goal was to tell consumers about the product and inspire them to take action. But really, when was the last time any consumer did what they were told, especially a millennial consumer? The new model of Content Excellence® is built around the methodology of creating content that is unique, shareable, and produced by the very people who are using the product. Today, creative still has a place in the marketing strategy but a creative campaign can no longer survive without content to support it.