Creative is a very broad term. In the land of marketing it is both a noun and an adjective. See what I’ve done in the title. As a noun it works in two ways, covering both the deliverable and the deliverer. “The creatives are working on the creative. Let’s hope this creative is really creative.”

But among these semantic antics it’s the adjective that matters. If people are paying for creative, they want a creative treatment that’s unique. It has to embody their desires and requirements. It has to show something about the brand that’s never been shown before, so that relationship to the customer is amplified. Before too much huffing and puffing on the part of  a CMO, it’s important to remember that creative isn’t a production line. Getting the big idea isn’t always on demand. Recognizing this, we have some ideas for helping everyone get more creative as part of our innovate framework.

Agencies win business on the strength of their creative. And lose it when the creative doesn’t work any more. Whatever is on the selection criteria for an agency, this will almost certainly outweigh the other aspects – sector expertise, brand knowledge, staff, costs, location, skillset.

This is why having 12,500 creatives can help you. It means that there’s always a fresh option. If one creative pool is drying up, another one may just be the oasis in the desert. Of course with our brief management process, you can be assured that you’re not overwhelmed with creative mismatches, but see the top things that really will work for you.

www.youtube.com/watch?v=hASFeETQzTc

There’s another bonus for you and your existing provider: think of it as the best of both worlds. Briefing for a fresh approach on the Exchange gives your current creative agency the chance to recharge their powers. No need to sever ties permanently, but mixing and matching that great relationship you’ve built up with some new campaigns and new perspectives.

So for that fresh creative, you’ve no alternative but to brief the Creative Services Exchange now!

However, there is still the thought that having invested the time, the effort and the resulting cost in choosing an agency, it’s necessary to stick with it.  And if you are obliged by retainer, then how do you reconcile not quite getting what you want with your agency and explaining to people that you are still paying them?

In other words you want the additional option, which fits within your budgets and allows your marketing to deliver what you wanted from your first choice. All this, without upsetting the supplier applecart.

www.youtube.com/watch?v=lKE8oW6y09M

Brands have used the Exchange for when they want something that their current provider can’t deliver. It’s not always indicative that a relationship has gone sour, or of making the wrong choice, but it shows that it is possible to find parallel solutions – or the best of both worlds. The agency that promised digital, but still hasn’t really delivered on apps. Or the strange look when you ask to include a traditional btl campaign as part of your mix. No longer an issue.

That’s right. There is no alternative but to brief the Exchange. Whatever your current supplier relationship, the Creative Services Exchange will deliver great value, creative choice and a streamlined and efficient process that will make your marketing life much easier.

He’s got a life! You?

www.youtube.com/watch?v=qxIOvJyFuXQ

Photo by zetson via Flickr

Developing a content plan for your blog is vital to protect it from fizzling out in a few months. How often are you going to post? What are you going to post about?

Consistency and coherence are key. Chris Brogan, one of the few real social media experts, shares some great tips on how to get inspired and think about your next post.

Photo by Bashed via Flickr

You’re set for success, you picked your blogging platform and got it professionally designed.

So what happens now?

It’s highly likely that you’ll only be talking to yourself unless you get immersed in your niche. That means getting out of your cave to go meet relevant people, maybe even bloggers like yourself.

Getting people to notice what you’re about is a tough job. Mainly because there are millions of blogs out there and new doesn’t necessarily mean cool!

So here are 101 tips to get you started and let everyone know just how cool you really are!

Photo by Mike Licht, NotionsCapital.com via Flickr

Useless to say that if you haven’t started blogging yet, you’re missing out. And if you’re trying to get your human brand out, regardless of what skills you have, a blog is the best tool to shout your potential out loud.

Posterous is a great place to start. WordPress is where you’ll surely end up!

And here are few tips on how to nail the content plan: 5 things to know when starting your blog

Photo by bonked via Flickr

If you’re reading this blog we’ll assume you’re experienced with social networks. Personal branding is the result of intensive use of social networking. A field we’ve been having fun with lately.

There are benefits in getting yourself out there, whatever your occupation or interest. Nonetheless, you have to make sure you deal with it in the right way.

Dan Schawbel shared a few interesting tips on worst practices that can get you fired.

Have a look at 10 Ways to Get Fired For Building Your Personal Brand.

Photo by carbonated via Flickr

We recently launched Human Brands which we’re kinda excited about. It combines the vibrant visual effects of our design agency, blur Designs with the strategic influence of our digital agency, blur Marketing.

Expanding a bit on the latter, Facebook has become a vital marketing tool for most online activities. Mainly due to its exponential growth. The chances of you finding your target there tripled in the past few months.

Getting your Human Brand right on Facebook is something we love to do, but have a look at these 3 great tips to get you started.

P Diddy

“Before, it was just at live shows, now you have to be able to do a great live show, you have to be able to do a great online interview, you need to have a great Facebook page, you have to have a great television performance.”

Dig in – check humanbrands.me. And get one!

While blur Group’s busy preparing for the public launch of its Human Brands programme next week – we celebrate the ultimate ‘Human Brand’ – Michael Jackson.

To inspire our crowd members.

And promote the individual. Because in the 21st Century individuals, not corporations will drive change.

It was a great gig and the crowd loved her. blur Designs is onto the next stage of Rabia’s Human Brand, watch this space!

www.youtube.com/watch?v=yyLaLSEiIDw

Rabia has come into see us about her Human Brand™, she loves it, do you?

Let us know what you think?

What does it say to you?

If you’re new to Rabia check out this video.

Please feel free to comment below, thanks and we’ll keep you updated on how Rabia’s human brand turns out.

The Portobello film festival kicks off tonight at our Westbourne Studios! Big piece on Street art, got talking to sickboy a leading street artist from Bristol.

Turns out he was one of the first street artists to use a logo instead of a tag, known as the ‘Temple’ which can be seen on walls and wheelie bins worldwide. Human Brands has worked for sick boy, he is tipped as one of the street art movement’s most investable artists.

‘In this century human brands will become as powerful as any corporate brand’.

Artists, actors, singers, entrepreneurs, chefs and bloggers brands can become as valuable as any Walt Disney, Nike, News Corporation, Kellogg’s, Google, Microsoft or Amazon.

The power is shifting from distributor to creator. Middleman to artist.

David Beckham is better known than Manchester United, Ronaldo than Real, Federer than Wimbledon. Tom Cruise is bigger than any single film studio. JK Rowling larger than Penguin.

But what’s their Human Brand?

Whether you’re an emerging human brand or established celebrity the digital revolution allows you to spread your wings and monetize your identity more than ever before. blur Designs works with individuals to create a winning Human Brand™ designed for the digital universe (including logo), then rolls it out across a next gen, hub-and-spoke, Web and social media platform.

blur Marketing turns human brand into human fame. Going way beyond 15 minutes.

blur Designs starts work on it’s next Human Brand™

blur Designs has been developing brand systems and design processes optimized for human brands to ensure that the next David Beckham or Eminem develop their brand and supporting digital strategies more effectively and earlier. Because it is more essential than ever that the next generation of ‘artists and celebrities’ maximize the impact and value of their brand equity through their career and beyond. No more ripping off the artists!