Creating a culture to target differentiation in health...

Creativity is an essential feature of a modern economy

A company needs more than efficient manufacturing, cost-control and a good technological base to remain competitive. Instead, a strong brand & motivated staff (that appreciate the need for the development of products and services that meet the audience's expectations or that create these expectations), are essential.

It becomes an imperative for industry to meet and to create new kinds of demand beyond the functionality of a product. Instead, the approach must be rooted in the audience's aspiration. In this new paradigm, marketing and services are as important as production. Productivity gains in manufacturing are no longer enough to establish competitive advantage.'Culture-based creativity' is how organisations are evolving the way they approach the market - to break conventions & the usual way of thinking, to allow the development of a new vision, an idea or a product.'Culture-based creativity' is becoming increasingly important for brands & organisations that have no functional foundation for long-term differentiation. It is is a powerful means of overturning norms and conventions with a view to standing out amid intense economic competition.'Culture-based creativity' is increasingly visible in areas of health where fundamental change is necessary in order to drive the behaviours we seek. 

With a gender gap of 1.73 million fewer women exercising compared to men, there was a need for Sport England to show women of all shapes and sizes that they can feel able to play sport. But, to make an impact on the figures, the solution would need to leverage social media opportunities to a level never previously achieved."This Girl Can" achieved unprecedented results. Participant videos were viewed more than 37 million times on social channels. 540,000 women and girls joined the "This Girl Can" online community.

To date, the campaign has encouraged 2.8 million women aged 14-40 to exercise more. It's had a positive influence on 1.6 million women - who said they have now started exercising.Crucially, this very different approach to driving health engagement, inspired Sport England as well as many other societies, sports groups, clubs to encourage female participation in ever more imaginative ways.Culture-based creativity can be an effective way to challenge conventions and look for new ways to stand out. It can contribute to product innovation, to branding, to communication and more.Culture-based creativity can:

• Ensure those communicating are treated as ‘trusted informers"

• It can create a feeling of belonging, which also increases trust in the brand, bringing them closer to their audience(s) 

• It creates opportunities for collaborative feedback and decision making by co-creation & beta-like piloting

• It can promote participation and involvement, often of marginalised groups – helping to develop relationships with neglected groups, enhancing further a brand's respect in the market place

 Creative experts like Frontera are key because they help to develop thinking & approaches which help organisations and brands to drive new experiences (and so perceptions) to ensure brands make Every Interaction Count.

For more information on culture-based creativity or co-creation workshops that can help to make Every Interaction

Count contact: craig@fronteralondon.com
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