I have been toying around with the idea of making an algorithm which would let me calculate the effects the current financial crisis is going to have on creativity. Of course, since I am a humanities major I could not figure out the maths but I did get to these:
1. As in all crises generic creativity should increase as it is the sole solution to bypass classical patterns
2. But in crises brands retreat to homebase and rely mostly on known patterns and models to reduce risk.
3. Management of brands will be underfunded and (as discussed earlier) first things to go are unplanned/ special projects.
4. BUT unplanned / special projects are usually the result of generic creativity which should increase.
5. So, with generic creativity losing funding, the creators will become disheartened and produce less.
6. The crisis will stifle creativity in connection to brands and fuel it in connection to individuals.
I am not sure what this means exactly, but I think it will generate a lot of bad commercials with loads of happy people and boredom.
communication is essential to business making and it involves more than the ability to name your product, write a tag line or a press release. It's an intricate, rational and scalable effort and, let's face it, not anyone can do it.