Author(s): Ratish Gupta
On SME´s these two factors are influencing each other. In order to create a creative and stronger brand communication should work with innovation criteria. Their small structure, the deeper relationship with stakeholders, the stronger links between target groups, their wider flexibility, the higher culture motivation and the stronger brand pride help the development of innovation and creativity. On the other hand, some negative variables could affect the process: the lack of resources usually helps the creativity but, in some cases, breaks the innovation; the psychological “walls” among the different work teams; the family culture which prefers the traditional ways of doing things than the innovative one, and unprofessional workers. In any case, a good implementation of an innovative communication strategy is also required.