What Kills Creativity? This Video Explains the Biggest Mistake a Brand Can Make

Exploring return on ingenuity

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DBD International, the strategic design and branding agency led by David Brier, has just released its own philosophy on what ROI represents: Return on ingenuity.

It isn't the first time we've seen a fresh definition for returns on creative investments (Ted Rubin's "return on relationship"—or RoR—is probably among the most well-known. It's even trademarked!), partly because marketers are starting to struggle with justifying their rising spend in mobile and social against murky sales returns.

But this video isn't about social specifically; it's about the value of ideas generally, and reveals the "one mistake" that can impede one's flow.



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