You Can’t Mask Creative Design

In a culture of media saturation and disposable content, creativity counts, and craft and taste matter, and I think we’ll see a return to these values in narrative storytelling and production across the board. People don’t hate ads. They hate floods of useless information and disruptive messaging with no entertainment value.  Creativity that is entertaining will still be the thing that allows brands to stand out, connect with their audiences and grow. I think we’ll continue to see people increasingly attracted to brands that stand for something and are good for people and the planet.

Companies are under more pressure than ever to drive quick results, and the stress of that can lead to very short-term thinking, which is understandable. With a strong brand, they are more equipped to act quickly in cultural moments and simultaneously build success over time. We have more opportunities to apply creativity in more ways, in more channels and at greater speed.

More and more brands are starting to seeing the value of being purpose-driven. Years ago, at his famous TED Talk, Simon Sinek stated that people don’t buy what you do, they buy why you do it.  It’s exciting to see more brands making it part of their mission. And doing it in an authentic manner.

The more scattered we become, the more important it is for brands to have cultural relevance, and talk value. It’s kind of like you either need to be brave or risk being irrelevant. That’s a pretty exciting prospect to count on, by design.