The cure for brand detachment disorder: Observing, distilling and implementing with a creative process

She offered her insights at the Society for Marketing Professional Services (SMPS) Build Business conference in Indianapolis earlier this summer.

Her suggestion: Observe successful marketing ideas and then “transplant” the concepts to your business after distilling their essence. Listen, learn and don’t be afraid to take a risk — in fact, when you sense “that doesn’t apply to me” you may be experiencing “brand detachment”.

In practice, like most inspiring presentations, the devil is in the details and your ability to overcome the inertia of “we’ve always done it that way” in both developing new creative ideas and pushing forward in an environment where you may experience blockages and corporate bureaucratic barriers.

But there are some gems of practical implementation in this video presentation, so it is worth spending 20 or so minutes to watch it.