The most dangerous words in advertising is the word "creative". The main problem with the idea is that invites the mis-weighing of thinking - simultaneously turning small things into to big things and big things into small things.
It's as interesting as it is ironic that most agencies call themselves "creative" agencies - it's sad that these agencies can not even come up with a more innovative name.
The word creativity invites these biases and the madness of crowds in marketing but also has its virtues in marketing however, like Peter Thiel, said the most contrarian thing you can do is not to do the opposite of the crowd but is to be the truth of what your company actually stands for. Not a carbon copy or a carbon opposite.
True creativity is birthed from the authenticity of it not in the conformity of the very word.