Experience Stern | News & Events

Excerpt from The Huffington Post -- "It may seem counterintuitive, but in order to inspire free thinking, the first step is often to set some limits. While some academics and consultants advocate not restricting brainstorming creativity in any way, I've found allowing infinite options with few guidelines can paralyze innovation. Creativity flourishes when some parameters exist for what brands stand for and the brand equity elements that marketing tactics and line-extensions must protect and extend. Apple is a great example of a brand that adheres to a strong identity and vision for what it stands for, and the company continues to innovate while staying true to their brand parameters."

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