Guerrillas view creativity in marketing the same way that drivers view steering wheels in their cars. The creativity is supposed to guide the marketing toward its goal of producing profits just as the steering wheel is supposed to guide the car toward its goal of arriving safely at the destination.
It doesn't always work out that way. The bummer is that although there are tragedies on the highway because accidents happen, there are tragedies in marketing and none of them have to happen. Worse yet, they don't even happen by accident People actually plan, sweat over and focus hard upon marketing that is headed from the start directly towards disaster.
Creativity in marketing is very much different from creativity in the arts, although marketing is as eclectic an art form as has ever been devised by...
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