Creative start-ups and established brands can mutually benefit by capitalising on each other’s strengths, Dylan Williams and Charles Armstrong believe.

Digital technology has empowered people to see through the emotional spin that became the marketing norm at the fag end of the “broadcast age”. A consumer culture predicated on infantilisation is giving way to a new horizon as we all “wise up” and return to making decisions based on more tangible benefits.

To meet this, businesses have started to shift energy and money out of the soft sell and back into hard product and service design. However, after years spent sugar-coating marginal improvements, they need help in rededicating themselves to genuinely radical innovation.

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