Brands can — and should — take creative risks, said Barbara Goodstein, chief innovation officer and EVP of marketing for AXA Equitable, at today's DMNews Creative Jam, citing her company's use of an 800-pound gorilla to increase brand awareness. Goodstein was interviewed by DMNews editor-in-chief Cara Wood at the Jam, which is part of the John Caples International Awards, and drew from her experience with the insurance firm to talk about risk.