By Ian Fillis, Ruth Rentschler
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Extra info for Creative Marketing: An Extended Metaphor for Marketing in a New Age
Rather, creativity is best achieved when flexible, exploratory, non-predetermined paths are possible. There is an increasing call within academia for creativity, but it remains sadly lacking within traditional marketing. Today’s economy is predominantly a creative economy. 33 The increasing value of creative imagination is creating a greater emphasis on intellectual property, networks, brands and talent. As discussed earlier, there has been a rapid spread of recognition of the breadth of the creative industries and their reliance on a new type of knowledge.
84 A workplace environment favourably disposed to creative thinking will have a much better chance of fostering creative outcomes than an environment which acts to prevent or slow down creative thinking. 85 With the former, the individual is content to operate within an existing system or paradigm in order to improve upon it while the latter challenges existing thinking in order to change the situation. Creative ability alone is not sufficient in determining organisational success. It must also be assessed in conjunction with strong leadership skills and visionary ability.
Much of that new type of knowledge is based in the 20 Creative Marketing development and growth of intellectual property. Intellectual property is a legal term. It is defined as an intangible, artificial construct that came into being when legislators invented it for the purposes of prescribing an owner’s rights. Many creative products, though not all, qualify as intellectual property. It includes the areas of patents, copyright, designs and trademarks. 34 The important point here is that intellectual property has gained credence due to its reliance on preserving people’s creative imagination so that they and/or society can benefit from it in the long-term.
Creative Marketing: An Extended Metaphor for Marketing in a New Age by Ian Fillis, Ruth Rentschler