Creative Thinking in Branding

Mike Grehan of the Clickz recently wrote an article about creative thinking in the marketing industry. The term "link baiting" was compared to "attracting linking". Not only does the term attracting linking sound better, but also it works better. By simply taking a creative approach to a campaign instead of trying to force consumers to take the so-called bait, everyone gets better results. Attracting linking has been used in the past by such companies as Post-Its and the German company, Condomi.

If a company were to ignore the need for fresh creative ideas and use the link baiting method, it could drastically harm their branding effort. Worse than the lack of consumer’s interest, if consumers caught on to the fact they were being baited, the company would have an extremely difficult time ever building strong relationships with consumers in the future. Once a company has been caught baiting consumers, the branding campaign is essentially lost.

Traditional advertising techniques and a fresh creative idea can define a company, build brand awareness, create jingles, and forever embed a product in our minds. As for online marketing, this same format spells success. These excellent methods are so much better than a sad, unoriginal concept used to reel people in, it makes one wonder why anyone would use link baiting to begin with?