It takes two…
… to make a dream come true - as Marvin Gaye memorably made us all aware.
Prior to 2008 and the start of the economic down turn, there was a growing emphasis on the North East creative sector and its role in helping to support a vision of the region as an increasingly global player. This bold ambition has obviously and inevitably been affected by the reality of the past three years and the day-to-day challenges of the continuing global recession.
Now, more than ever, we need to rekindle this kind of ambition and self-belief to make sure that the full weight of the region’s creative talents are helping to create a vital competitive edge for the North East, supporting our economic fight back.
However, it goes without saying that the creative sector cannot make this happen in isolation. We need to collaborate with businesses on the same wavelength. Who understand and value what the creative sector can bring to commercial success.
When I say ‘value’ let’s be clear I’m not talking about financial value and spend. The days of throwing more money at a problem in the hope that something might stick are thankfully behind us for the time being.
No, I’m actually talking about emotionally and psychologically valuing the role of the creative sector as a strategic collaborator, a stimulator of competitiveness and ultimately sustained success.
It’s become a truism that a brand is a business’ most valuable asset. There’s a whole other discussion to be had around what that does and doesn’t mean. But the point is this. If a brand is of such undeniable value and importance to a business, why are so many failing to take the right steps to make sure theirs is protected and powered as effectively as possible?
A strong brand always has the potential to increase profitability by enabling higher pricing strategies; it will engender loyalty at a time when there are few more prized rewards consumers have to give. It will motivate staff and create stronger business performance.
It’s a cliché in the creative industry that great projects are born from great client relationships. Finding like-minded people, who see the bigger picture and are willing to push things, try something new, challenge preconceptions and walk down a different path, let’s be honest - is sometimes just luck.
But, with the possibility of the country dipping back into recession we can’t rely on chance meetings. If we really want to realise the dream of the North East being seen as a hot bed for creative talent and a base for flourishing businesses with strong brands, we need to actively create these connections between the creative industry and North East businesses.
Maybe we should see The Turner Prize coming to the region as a sign. A reminder to us all of what we have to offer, what a positive light we are held in and a catalyst for us to work more closely together - making those connections happen and the dream come true.