“To raise new possibilities requires creative imagination.”

Albert Einstein

Try to recall the last time you saw something imaginative and thought, ‘wow, that’s clever’. Or, as we creative types think when confronted by something along these lines… ‘Bugger. I wish I’d thought of that.’

Most of the time, it’s bringing the blindingly obvious to life in unexpected ways that knocks our socks off. Others, it’s seeing something completely off-piste that shakes us out of our conventional thinking for a minute or two. However it consumes us, imagination is something all the best creative ideas have in common. And it’s the stuff that gets people talking down the pub.

Fair to say then, that being imaginative is a force to be reckoned with. And this is all down to its decidedly human qualities.

We’re all imaginative creatures

Even if B2B isn’t renowned as a hugely imaginative sector, the people working within it 100% are. As human beings, we’re all pre-programmed with imagination – which is why, here at mark-making*, we always urge B2B brands to be open-minded to unique and brave ways to solve marketing problems.

Throw caution to the breeze

Imaginative creative is the type of work that makes you stand out from the blanding brigade. And executed over time, it makes you memorable – gently moving your brand towards front of mind and ever-closer to the Holy Grail of salience.

Many a C-Suiter has soiled themself at the thought of signing off a big, bold, disruptive idea. Most don’t. They feel terror strike at their hearts, and put an end to the whole charade. But for those Big Cheeses brave enough to recognise that the sensation they’re feeling isn’t terror – it’s an excitement-induced quiver – their brands tend to be the ones getting airtime at the aforementioned pub.

You don’t have to go far to see that the proof is out there. Several brave brands have already taken the chance to create imaginative pieces which have worked a treat. So much so, they’re still being acknowledged years after going live.

Who are these brave brands?

Volvo – Epic Split

An oldie (in Adland terms), but an absolute goldie. There are many people who might say promoting dynamic steering on HGVs might seem as dull as ditchwater. But with a little imagination (and a black book with Jean-Claude Van Damme’s agent in it), whoosh – a lorra lorries with more appeal.

Eart4 initiative – Brazil’s B3 Stock Exchange

The question of global warming has become so common it’s getting easier to ignore. But the stakes are greater than ever. This epically imaginative idea from the Brazilian Stock Exchange and the United Nations takes a concept that doesn’t even exist and makes it hard for the world’s biggest businesses to look away.

JC Decaux – Meet Marina Prieto

JC Decaux faced a problem many B2B organisations do – a drop in sales. Through some imaginative thinking, they turned that into a double dollop of growth. We challenge you not to smile throughout the entire case study video of the beautiful Marina Prieto.

Use imagination as evolution

So, by now, we know how alluring imagination is. It’s even endorsed by history’s cleverest bloke. And we’ve seen examples of delightful and brave B2B work. As a sector, B2B seems more open to imagination than ever – and its propensity for creating a connection with your audience is undeniable. It’s a golden era for B2B brand building. An opportunity to cement relevance and loyalty.

If you want to keep moving your B2B brand with the times, ignoring imagination is, well, unimaginable.