Brand Struck: Welcome to the war room in our heads

Creative conflict can feel like a conundrum come undone. You can feel stressed, anxious and blocked, making it even harder to hit that creative sweet-spot just right. However, with the right perspective and communication attitude beinc believes that creative conflict could be the best thing to happen to a creative mind amidst the chamber of chaos in the war room of madness. There is something highly satisfying about that sweet click when your ideas slide into place coming-off a high-powered brainstorming session.

Justin Dauer, a multi-faceted expert in design communications and author of Creative Culture: Human-Centered Interaction Design and Inspiration, emphasises the importance of unleashing the creative spirit in a chamber of collaborative chaos. 

The key however, is creating that chamber of chaos for your branding craftsman.

So, is creative conflict a good thing?

If we were conventional thinkers we would say that creative conflict would halt innovative flow, throwing off the entire process. 

But we’re not. 

For us brand attention seeking experts, conflict is integral to our creative process. It’s where the most awe-inspiring ideas are birthed. 

However, this is not an overnight hard and fast rule. So we implore that you don’t go looking to instigate conflict with a co-worker upon reading this article. It will do nothing other than deteriorate your mental health. 

Sujin Lee, Associate Professor of Organisational Behaviour at KAIST found that nurturing creativity in conflict depended on how people related to themselves. In fact, people with a strong sense of self and effective relational capability flourished in disagreeable situations.

So essentially if you’re looking to tap into a potluck of creative genius while going hard on brand strategy, you need to find a way to understand uncomfortable moments in a way that works for you. 

Here at beinc we don’t believe in losses. Our philosophy is whatever happens win or lose it’s in our favour. 

We win even when we lose.

 Finding a way to make perceived losses work for you is at the heart of strategic problem-solving. 

It is important to highlight that as a species, human beings are universally flawed. The gorgeous thing about that fact means that we will always have room to learn, innovate, grow and create phenomenal designs. Whether that means slogan development for Nike or graphic design for Sodashi, conflict and pain points are the reason brand communications exist. 

Never underestimate the opportunity for creative development in a crisis situation. Renowned Public Relations specialists across the globe call for organisations to value the growth opportunities that could arise as a result of conflict.  

It is up to our creative industries to advocate for work environments that foster productive chaos as a part of the ideation phase. Creative conflict forms a part of our designer’s and communication expert’s daily diet, given the open culture nature of our war room. It creates a system that constantly and consistently evaluates itself creating room for exponential growth. 

Harnessing the virtuosity of your copywriters and brand designers can only be triggered by pushing them off a cliff and out of their comfort zones, otherwise you’ll create a team of artists that are complacent with stagnancy and mediocrity. 

Driving conflict means giving your brand strategists room to push back and find those creative sweet spots. This means creating an environment devoid of the fear of self-expression, unencumbered by strict client briefs and a compulsory chaotic tension-filled brainstorming session. 

If you are an opinionated creative, that’s good. 

Your opinion is what you’re getting paid for.  

This is a concept often lost on organisations. 

It is important, however, that we do not confuse conflict with the anxiety that comes with tension.  A tense environment is often silent animosity masquerading as peaceful avoidance. 

And everyone can feel the unspoken words on their bristled skin. 

There is no honest communication in a tension-addled war room – that’s what conference calls are for.

Creativity can only thrive in an honest, open, communicatively collaborative environment. Where there is room for error, mischief and muckery. We have no idea why people forget that creativity is supposed to be fun. 

Being communicative geniuses in the workplace can be tricky but you cannot create that chamber of collaborative chaos without saying the things that need to be said, or giving the opinions you are being heavily remunerated for.

What good is an idea if it is just hibernating in your head?

It is important for brands, strategists or even the humans in the general universe to understand that it is not enough to exist in unidentifiable awkwardness. 

A cut-throat war room or brainstorming session requires gumption, communication and sheer love for the creative process and the people involved. 

In this way, 

The brands that speak will BE .

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