Why creativity in the digital age means brands are always in beta


    Digital advances have solved many everyday problems and have streamlined design, but also brought fresh challenges that demand new paths to innovation. Rebecca Coleman looks at how to balance art and science for ideas that cut through the noise.

    Samuel Beckett’s quote “Ever tried. Ever failed. No matter. Try Again. Fail again. Fail better” has gained notoriety in recent years as a cohort of entrepreneurial types has taken it as its personal and professional mantra. It is the chant rising from silicon roundabouts, alleys and valleys. But it has also been adopted by those who don’t necessarily have the entrepreneurial zeal to take too many personal risks, yet want to feel part of the creative and growth process of the brands they favour. This is leading to a world of brands working in beta to refine their offer in collaboration with consumers.

    Bron en volledig bericht: MarketingMagazine