The future of advertising is not just martech but a re-emphasis on branding
This re-emphasis on branding will not be about the logo or brand colours. Those will be there but businesses will realise that these are details in the larger scheme of things.
Brainstorming — Why It Doesn’t (Always) Work
There is an ongoing debate between die-hard believers in the power of brainstorming and those who think that it is a bunch of nonsense. After decades of brainstorming sessions in every conceivable setting, you’d think that there would be a consensus about the value of this approach to generating breakthrough ideas. But, there isn’t.
The Most Valuable And Timeless Skills You Need to Thrive in The 21st Century
We live in a world of constant change, where skill sets can become obsolete in just a few years, you have consistently upgrade and reinvent yourself.
What Digital Creative Agencies Can Expect in 2019
One industry veteran says it’s a race to the middle, but there are opportunities to break away from the pack.
Transferable Lessons from the Geniuses of the Renaissance
The Renaissance Holds the Simple Key to Thriving in the 21st Century
Beyond the idea – does your creative process stop too short?
As such, a great many creatives have trouble determining the right time to put the pencil down. Too early, and your metaphorical hedge animal is ragged and indistinct. Too late and you’ve inadvertently lopped off a flipper.
WHAT’S THE BIG IDEA?
The Art of Noticing Newsletter No. 1: Thank Somebody, from Rob Walker
The act of drawing something has a “massive” benefit for memory compared with writing it down
Six of the biggest graphic design trends for 2019
What’s been happening in design this year, and where are we heading?
The 2019 Outlook for Agencies: The Good, the Bad and the Ugly
Continued leadership changes and in-housing, but also unprecedented opportunity
Another terrific podcast to listen to is Talking to Ourselves. I only recently stumbled onto it (thanks Twitter) and have been catching up on this year’s episodes. Alex Bogusky and David Droga were both great, but the first interview in the series with Nick Law was covered in pure gold.
In the discussion, Law’s ideas about Systems versus Narratives came up. I’ve been intrigued by Law’s Law since I first heard it earlier this year on Design Matters. I’ll paraphrase the idea: Designers fall into one of two camps. Systems designers are the creative types who obey the rules of good design and focus on the craft. They adhere to grids and fuss over all the delicate nuances of fine typography.
Then there are the Narratives. They see the stories in the work. They focus their energy not so much on making the “thing”, but instead focus on the audience and their the experience. How they’ll relate to the design. They are focused on the journey, not the destination.
There is one thing that Law left out in both the Talking to Ourselves and Design Matters interviews, though.
A really great designer is a combination of the two, carefully blending the craft with the customer always in mind. Systems can be boring and sterile. Modernist design and corporate identity can fall into this camp because the uniformity they design can often become predictable. I do not believe anyone ever was moved to action because the logo ALWAYS fell in the lower right hand corner of the page.
Narratives are more challenging but can become confusing, or the audience can get lost in the design if the story is too inwardly focused. Too much narrative, not enough craft. Sloppy, unimaginative stories are not worth their weight in salt if they are either difficult to experience or no one is intrigued enough to want to experience them.
I see both kinds of designers in people I have worked with over the years. Although both kinds of designers are necessary, not everyone can be both sides of the coin. Paul Rand was the obvious master who straddled the fence – a Modernist philosophy whose work conveyed a sense of playfulness and wonder.
That is Good Design.
Traditional branding is dead
Why bravery is the antidote to mediocrity in the age of ambient tech.
The advertising crisis from the 80s to today.
A digression to understand where the depreciation of the role of creative and creative industry has started. To understand how we got here, and how “the Industry” could rebuild itself.
Richard Shotton on brand purpose: ‘marketers have fallen out of love with marketing’
The author of The Choice Factory told The Drum that purpose is but a single tool available to marketers. He said: “If you only have one tool, you force all your problems to fit that tool. To a man with a hammer, every problem is a nail. That is the problem with purpose.”
6 huge logo trends for 2019
These trends in logo design are sure to dominate next year.
How to Pitch an Idea Like Mark Cuban and Reid Hoffman
Ingrid Fetell Lee: Our Surroundings Have a Profound Influence On Our Well-Being
In her new book ‘Joyful‘, author and IDEO Fellow Ingrid Fetell Lee embraces color, abundance and bubbles. And you should too.
Everything Is for Sale Now. Even Us.
The constant pressure to sell ourselves on every possible platform has produced its own brand of modern anxiety.
There’s the expression we “get” ideas. We don’t “get” ideas. We make ideas.
Do yourself a favor and do not miss the excellent series about Creativity on Freakonomics Radio. The intro episode is okay, but the second installment is packed full of nothing but treasures and juicy nuggets, like the one above from Mr Resnick. Even if you do not like his music, be sure to not miss the extended interview with Elvis Costello. Lots of gems in there as well.