Creativity works on profit mainly by reducing price sensitivity
PrincipleBrand Strategy
Creativity works on profit mainly by reducing price sensitivity
Creativity was found to have a particularly beneficial influence on price sensitivity, and therefore on profitability. Thanks to sharing on social media it also boosts the kind of brand saliency and fame that in turn leads to harder metrics.
Source
Creativity Matters 2016 - The Business Case for Creative Bravery, Cannes Lions white paper (2016)
Cannes Lions International Festival of Creativity
p11, citing The Link Between Creativity and Effectiveness (ADMA, 2013)
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