Blogs and articles

Evidence based creativity

  • By cognite
  • 28th April 2016
  • Hits: 1002

Sometimes we say we know creativity when we see it but do we? Certainly, we know which ideas excite us but we need to take care that they don’t mislead us. They may stimulate us even though they’re not right for the target audience. After all, exciting marketing or advertising people is not the same

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Purpose, profit and brands

  • By cognite
  • 9th December 2015
  • Hits: 770

Nowadays, it is fashionable to talk about being customer centric, easy to say but not so easy to live up to. Not easy, because it’s actions, not words, which reveal the truth about a company. The news is never short of stories about companies suppressing data, charging outrageous prices or behaving in a way that

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What is a good creative idea?

  • By cognite
  • 5th June 2015
  • Hits: 853

More than a few people who work in agencies would agree that a good creative idea is one that wins awards. An award is recognition from our peers and everyone likes that (including me, not to mention quite a few clients!). The problem is that history suggests that ideas that thrill those interested in communication

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