This book is about how organizations can best develop and manage a creative environment and creative potential. The authors argue that organizations consist of people who have creative potential to think in new ways and yet are often denied the opportunity to do so. The goal of the organization should be to create a structure and culture that encourages the conditions in which creativity can flourish. This will generate significant competitive advantages for the organization by offering clear differentiation, by communicating postive brand attributes to stakeholders that will strengthen the organization's intangible assets and by providing a creative and challenging environment that will attract and retain the best staff.

About the Author

NICHOLAS IND is a Brand Consultant and Writer. He has worked for his own branding consultancy, as the director of a design group and as an account director for an advertsing agency. His specialist area is helping organizations to build internal commitment to brands. He is the author of six books including, The Corporate Image, Terence Conran - The Authorised Biography, The Corporate Brand and Living the Brand. He lectures on branding and communication at Erasmus University, Rotterdam, Stockholm University, BI University, Oslo and Kingston University, where he is Industrial Fellow.

CAMERON WATT has worked in the creative industry for over 15 years initially specializing in commercial design and branding. He has worked at a strategic level on creative brand development for organizations such as Tesco, Microsoft, and Rolls Royce and acted as a creativity, change and innovation consultant for a number or organizations including IBM, Sainsbury plc, and National Air Traffic Services. He lectures on creativity at a number of business schools including Warwick Business School and Kingston Business School.

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