Joe Maceda

Creativity typically refers to applied problem-solving, often operationalized through practical techniques. It is possible to train creativity like a muscle—to generate novelty through recombination, transformation or adaptive iteration. Creativity thrives within constraint and is usually focused on producing outcomes. Imagination, however, is... See more

Yet, the world we live in is shifting rapidly. Consumers’ changing expectations and behaviours are affecting the ways in which brands can be borne and built. Complexity and choice paralysis has increasingly become the norm.