In a time when content creation is faster than ever, brands need to balance speed with genuine creativity.
In the unthinkable heat of an Italian summer, I took some time to restore my creative batteries. A little late to the party, I was engrossed in Rick Rubin’s The Creative Act: a Way of Being and his more mindful and open approach to creativity. Rubin champions devoting time to develop creativity.
But is this out of kilter with the world we now live in – where creation has overtaken creativity? Ever since the digital revolution kicked into gear, the speed at which we can create content has become faster and faster, and that is now further fuelled by the AI phenomenon.
Creation is fast and furious but great creativity rarely happens in an instant. It’s not a thunderbolt of inspiration; it involves work, learning, research, insight and understanding. If we take away this vital process in the rush toward constant creation, we can miss the gold among the grit.
It is amid this creative confusion that brands need to respond. How they show up and adapt to be more responsive matters. There is huge value in creation for brands – content that keeps them part of the conversation, current and visible. Trends are fleeting; we’d only just acclimatised to a Brat summer when it became demure – by the time you read this article, it will be something new.
This posits the question: do brands need more creativity rather than just more creation to capture attention? One standout moment that rises above the mass, rather than many moments lost among it. Do we linger longer with more creative interactions?
Read the full article here to learn more.
