Why Creativity in Business Needs a Rebrand

Presented by

Paul Spiers, Founder & Host at The New P&L – Principles & Leadership in Business Podcast & Brand Purpose Institute

About this talk

There’s an irony at the heart of many businesses – owners, leaders and management teams constantly call for greater creative thinking from their employees to help ensure their businesses can thrive in an ever-competitive market. However, when you open the doors and look inside many of these businesses, this treasured creativity and creative thinking remains often too narrowly defined and then confined to the marketing department; where it is unable to deliver on all the rich, untapped potential it could offer the business as a whole. Paul Spiers, founder of The New P&L Brand Purpose Institute and host of The New P&L – Principles & Leadership in Business podcast series discusses whether creativity needs a rebrand to help change the perceptions of the real commercial value of creative thinking to a business; how critical and creative thinking builds powerful brands; as well as how a mix of creative freedoms and frameworks can help creativity to flourish and deliver tangible benefits to a business’s strategic, operational and commercial arteries.

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