Avocet Communications Publishes eBook to Help Brands Rise Above the Sea of Sameness & Create Distinction
LONGMONT, CO (September 15, 2021) – Avocet Communications, a nationally recognized marketing agency known for its bold and brave creative strategies designed to help its clients increase customer count, ignite growth, and position their brands for success, has published a new eBook titled, The Creative Resurgence. The eBook is free to download here.
The eBook offers insights and perspectives from several marketing leaders from around the country, including Jesus Valdez, marketing director at Pilgrim’s Pride; Mark Lake, Technical Fellow, Redwire Space; and Michelle Bank, executive vice president and chief marketing Officer for Nuspire. Topics covered in the eBook range from people-first marketing to how to use creative to connect on a personal AND personable level to why playing it safe is actually risky.
Avocet chose this topic for the book because the advertising landscape has undergone a drastic change in recent years. The eBook is designed to help business leaders and marketing professionals understand why it changed and why it’s time for a creative resurgence to help brands differentiate and rise above the sea of sameness. It covers several topics, including the importance of “good creative” and how to recognize if your creative is doing its job.
We now live in a world where data is valued more than the big idea. When put next to data, creative seems squishy, soft, and hard to measure. As a result, creativity has fallen out of fashion in a world continuing to make sense of digital channels and artificial intelligence. But when it comes to effective marketing, creativity is like oxygen. We need it to make sense of brand challenges. We need it to come up with memorable solutions that build brands long-term. And we need it to land a sale.
“Most creative marketing happens within a very narrow range of acceptability,” said Lori Jones, president and CEO of Avocet Communications. “In today’s market — where customers are constantly bombarded with information and choices and where the competition is fierce — you have to take your creative out of your comfort zone and be bold and brave and gutsy. Ultimately, we’re all in a war to win people’s attention.
“Bold creative makes things memorable,” Jones added. “The fastest way to brand equity is through recall. The fact that a brand is top of mind implies it is at the top of the heap. There is a war going on to win audiences’ attention and winning that war requires powerful, engaging, and daring creative that t is going to differentiate a brand from its competition.”
Download the book here.
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About Avocet Communications: Founded in 1980, family-owned Avocet Communications has earned a national reputation for helping its clients increase customer acquisition through integrated marketing communications solutions. The agency represents asset-intensive and consumer and business brands globally. Its strategic team of marketing, creative, media, PR, and technology professionals build campaigns and top-of-mind awareness for its clients through innovative, ROI-based strategic development, branding, marketing, advertising, media relations, social, and digital programs that accelerate business growth. Avocet has been named one of Colorado’s Top 100 Women-Owned Businesses by ColoradoBiz magazine several years in a row and was named to BizWest’s Mercury 100 list year-over-year. The Denver Business Journal has consistently ranked Avocet in its list of Top 25 Advertising Agencies in the state. Visit the website at www.avocetcommunications.com. And listen to Avocet’s Integrate & Ignite Marketing Podcast here.
