Creativity is a commodity that we buy and sell; it enables clients to frame what we do for them and helps identify a product of value that we create — at least for a short time. What we design as new today becomes quickly old by tomorrow.
The reality today is that most brands fall significantly short of addressing long-term business issues. This is suggestive of the fact that branding is an old, and consequently outdated idea. We’ve followed the basic brand theory for too long now.