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Cutting Edge Advertising: How to Create the World’s Best Print for Brands in the 21st Century, Third Edition by Jim Aitchison

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4. The Creative Work Before The Creative Work

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Cutting edge creativity does not happen in a vacuum. As you will see, breakthroughs in creativity are often the result of breakthroughs in strategic thinking. Strategic leaps produce creative leaps.

In the same way that people are questioning the Eight Greatest Lies of print creativity, people are also questioning the conventional ways of building brands. New marketing paradigms are being adopted. Single-minded thinking is shifting to open-minded thinking. Marketing strategists are not just thinking outside the box; they have discarded the box altogether.

These changes are not superficial. They are ...

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