117. Branding brilliance and crafting iconic identities at Koto, with G Torto
The Creative Boom Podcast
The Challenge of Originality in Creating Ideas and Telling Stories
Originality in creating ideas and telling stories is heavily influenced by client needs, their growth trajectories, and business strategies, particularly during uncertain economic times. Clients often gravitate towards familiar concepts due to risk aversion, desiring to balance being different while still fitting within recognizable boundaries. External pressures, such as KPIs and OKRs, lead to a prevalence of sameness, making it difficult for truly original ideas to emerge. The desire for safety and predictability often takes precedence over innovative approaches as clients prioritize survival, customer acquisition, and growth. Opportunities for wild creative expression are rare, as clients may see patterns that align with their goals, reinforcing their preference for established ideas over risky ventures. Consequently, the challenge lies in navigating these constraints while striving for originality in long-term brand building, where the implications of failure weigh heavily on creators.
Remember Everything You Learn from Podcasts
