How important is creativity to successful brand management?

In Sweet n Simple way : Its as important as oxygen for human being :)

I think that creativity in this context would be the how, when and where to communicate your brand messages.
As a brand manager, you should be able to creatively answer these 3 questions.

Creativity is the life force of your brand.
A brand can’t go on, reach and touch people without creative thinking behind all the aspects of its brand management.

Successful brand management is largely contingent on having a clear set of USPs and a well-defined and clearly differentiated band 'space' and strategy.
While market research and quantitative analysis can help define the brand's environment, it's historic performance and it's competitive landscape, creativity is essential to carve and navigate that special niche that makes a brand unique and ownable.
Sound analysis is a great launchpad for brand strategy, however creativity is the life-force and dynamism that lends the brand its essence and character and unique flavor.

Creativity is the Essence of successful Brands.

Creativity means creating something ... so according to me when u create sumthing new its always gona be a plus point .... so  creativity is always required :)

Creativity is the key to be a leader instead of a manager.

Creativity is the key to be strategic thinker.

Creativity is the key to believe and encourage changes.

Creativity is highly essential for all the companies and management

Creativity makes people to think in the meaning of your brand and logo and the message that you want to deliver to them

creativity is important in every aspect of our life.

in brand management it is important,but also many factors affect our success in branding or brand management such as having a clear and defined strategy,absolutely clear customer feedback,we must understand forces in our market,supply and demand,must understand and analyse our direct competion along with our indirect competion,and product knowledge.

without it brand become a stagnant and stinky water