Marketing students learn about building iconic brands through creativity

Posted on August 31, 2018

Mr Andy Rice, a well-known branding and advertising expert, recently presented a guest lecture on creativity to the third-year Marketing Management Practical Project class. His guest lecture focused on how companies use creativity to build iconic brands.
 
Mr Andy Rice
 
The students were fascinated by the insights Mr Rice shared on various marketing campaigns, such as OMO and VW, showing them how these well-known brands used a standard and basic idea to expand into commercially viable brands with an emotional connection.
 
He also shared several examples of successful brand advertisements, pointing out that they all had an element of risk and high level of “talkability”, playing a significant role in changing opinions and defying the norms in society. He emphasised that the consumer is central to creative decisions, and that simple ideas can lead to very creative advertising messages. The students indicated that looking at marketing from an advertising standpoint showed them that it takes creativity to create emotional engagements, originality, relevance and excellence.
 
The students are currently working with Supa Quick (Bridgestone) on this year’s practical project, for which they are required to develop creative marketing communication messages as part of an integrated brand communications plan. After listening to Mr Rice’s lecture, the students felt that they would take more risks in generating ideas and consider unexpected approaches going forward in their practical project, “because originality is sparked from surprising the target market”.
 
Mr Rice shared many valuable insights from his years of experience, but beyond that, his passion for marketing shone through as he taught the students how to succeed in generating creativity. He enthusiastically answered the students’ many questions and sparked some debate on various points raised.
 
Charlene Eksteen, one of the third-year students, said: “It was an absolute joy to listen to an individual so willing to teach and so excited to impart his knowledge to the next generation in order to excite them for the world of advertising. Thank you, Mr Rice! The Supa 6 thoroughly enjoyed the lecture and will definitely implement the insight gained into our ideas in the future.”
 
Mr Andy Rice, with Charlene Eksteen
 
- Author Marketing Management

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