The Future of Brand Marketing - The Era of Creativity is Upon us!

Abstract

Today, the world needs creativity. At no other time in history has technology combined with freedom of personal expression, to offer more individuals worldwide a greater capacity, capability and competence to ‘create’. As a ‘Selfie’-interested generation drives social values and norms to embrace the ‘What’s in it for me?’ mantra, Marketing practitioners are challenged to keep up with an accelerating pace of change, fuelled by the increased computing power of silicon chips and daily increasing amount of unique user generated content.  As this occurs, the laws and frameworks of privacy, intellectual property and copyright are equally being challenged to adapt and keep up with rapid creative thinking and production. Simply put, today we as consumers have never had as much choice, control and commercial opportunity to consume, create and disseminate information, content and commercial ideas. The challenge – can business and individuals keep up the pace?