{"id":27523,"date":"2024-06-09T13:40:12","date_gmt":"2024-06-09T11:40:12","guid":{"rendered":"https:\/\/www.werbewoche.ch\/?p=216246"},"modified":"2024-11-11T04:28:40","modified_gmt":"2024-11-11T03:28:40","slug":"marken-brauchen-flexiblere-schnittstellen-an-der-kreative-menschen-leichter-andocken-koennen","status":"publish","type":"post","link":"https:\/\/www.organisator.ch\/it\/marketing\/2024-06-09\/marken-brauchen-flexiblere-schnittstellen-an-der-kreative-menschen-leichter-andocken-koennen\/","title":{"rendered":"\"I brand hanno bisogno di interfacce pi\u00f9 flessibili, dove i creativi possano agganciarsi pi\u00f9 facilmente\"."},"content":{"rendered":"
\"Goetz\r\n
(Foto: zVg. G\u00f6tz Ulmer)<\/figcaption>\r\n<\/figure>\r\n

G\u00f6tz Ulmer, lei dice che se si crede nel pensiero fuori dagli schemi, si \u00e8 gi\u00e0 perso. Cosa intende esattamente e come potrebbe essere un approccio migliore?<\/strong><\/p>\r\n

G\u00f6tz Ulmer:<\/strong> \"Il pensiero fuori dagli schemi \u00e8 di solito utilizzato da persone abituate a selezionare le caselle giuste invece di non farlo. Non servono workshop, presentazioni o formazione di pacchetti e, soprattutto, non serve un approccio lineare e logico. Non fare i conti con le caselle giuste, in senso positivo, non solo richiede coraggio, ma \u00e8 il prerequisito fondamentale per qualcosa di veramente nuovo.<\/p>\r\n

 <\/p>\r\n

Cosa ne pensa dell'intelligenza artificiale?<\/strong><\/p>\r\n

In futuro, la mediocrit\u00e0 creativa sar\u00e0 completamente sostituita dall'IA. Allo stesso tempo, diventer\u00e0 uno strumento ancora pi\u00f9 prezioso per accelerare i processi, promuovere idee stimolanti e mettere a tacere la paura dello schermo bianco. Tuttavia, non sar\u00e0 mai in grado di sostituire la creazione all'avanguardia, poich\u00e9 questa non \u00e8 stata formata dal precedente bacino di conoscenze dell'umanit\u00e0, ma \u00e8 sempre nuova e unica.<\/p>\r\n

 <\/p>\r\n

Lei consiglia alle persone di diffidare di qualsiasi idea che ritengono davvero valida. Perch\u00e9 \u00e8 cos\u00ec?<\/strong><\/p>\r\n

Con poche eccezioni, raramente la prima idea \u00e8 buona. Le prime idee devono semplicemente uscire per prime. A un certo punto, lasciano spazio a quelle buone, a quelle speciali, a quelle che sono state coltivate inconsciamente per molto tempo. Tra l'altro, le idee migliori sono anche quelle che non vengono richieste. Questo \u00e8 in linea con l'esperienza di musicisti che hanno scritto hit mondiali in cinque minuti. Spesso \u00e8 l'idea a cercare il creativo e non il contrario. Purtroppo, questo non rende le cose pi\u00f9 facili.<\/p>\r\n

 <\/p>\r\n

Quali sono le fonti o i metodi che utilizzate per avere sempre idee nuove e insolite e per stimolare la vostra creativit\u00e0?<\/strong><\/p>\r\n

Input, input, input. Musei, podcast, letteratura da premio Pulitzer, stupidi Snapchat, fotografie in argento, giochi indie, fumetti, video di reazione, film d'essai, musica di tutti i tipi... mi immergo in tutto questo. A un certo punto, la cosa si ripaga e il mio cervello tira fuori qualcosa di adatto.<\/p>\r\n

 <\/p>\r\n

Lei ha ricoperto posizioni di rilievo presso Jung von Matt e McCann e ora lavora presso David+Martin. Come \u00e8 cambiato il suo approccio personale alla creativit\u00e0 in questo periodo?<\/strong><\/p>\r\n

In realt\u00e0, \u00e8 sempre rimasta la stessa. Mi piace avere idee audaci o essere presente quando nascono. Sperimentare i limiti. \u00c8 una droga meravigliosa. Con David + Martin ho finalmente incontrato di nuovo un gruppo folle di persone che la pensano come me.<\/p>\r\n

 <\/p>\r\n

Quali strategie consiglierebbe ai marchi per mantenere e rafforzare la loro capacit\u00e0 di innovare?<\/strong><\/p>\r\n

Sarebbe opportuno che i marchi creassero un'interfaccia pi\u00f9 flessibile in cui i creativi possano agganciarsi pi\u00f9 facilmente al loro sistema. Spesso le strutture aziendali non sono abbastanza flessibili da sopportare i disadattati. Ma dovrebbero. In questo modo non \u00e8 necessario organizzare workshop sul pensiero fuori dagli schemi.<\/p>\r\n

 <\/p>\r\n

Dove vede l'industria creativa tra cinque o dieci anni? Quali cambiamenti si aspetta?<\/strong><\/p>\r\n

Per i creativi non far\u00e0 pi\u00f9 differenza essere influencer, creatori o \"pubblicitari\". Saranno in grado di giocare senza sforzo in tutti i canali. I confini tra le discipline si confonderanno. Proprio come le strutture rigide. Saranno pi\u00f9 simili a collettivi estremamente flessibili che ad aziende organizzate.<\/p>\r\n

\r\n

G\u00f6tz Ulmer parla di Congresso del marchio svizzero<\/a> alle 14:05 sul tema \"Il potere del diverso - nonostante o proprio grazie all'IA\".<\/em><\/p>","protected":false},"excerpt":{"rendered":"

G\u00f6tz Ulmer di David+Martin interverr\u00e0 mercoled\u00ec allo Swiss Brand Congress. In un'intervista in anteprima, ci spiega perch\u00e9 il \"pensiero fuori dagli schemi\" spesso fallisce e come si creano le vere innovazioni.<\/p>","protected":false},"author":8,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_yoast_wpseo_focuskw":"G\u00f6tz Ulmer","_yoast_wpseo_metadesc":"G\u00f6tz Ulmer \u00fcber Kreativstrategie: Mut statt \u00abOutside-the-box-Thinking\u00bb, KI als Tool, Misstrauen gegen\u00fcber ersten Ideen.","articlekey":"","footnotes":""},"categories":[29],"tags":[2617,2817],"class_list":["post-27523","post","type-post","status-publish","format-standard","hentry","category-marketing","tag-marken","tag-schweizer-markenkongress"],"acf":[],"yoast_head":"\n\u00abMarken brauchen flexiblere Schnittstellen, an der kreative Menschen leichter andocken k\u00f6nnen\u00bb - Organisator<\/title>\n<meta name=\"description\" content=\"G\u00f6tz Ulmer \u00fcber Kreativstrategie: Mut statt \u00abOutside-the-box-Thinking\u00bb, KI als Tool, Misstrauen gegen\u00fcber ersten Ideen.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.organisator.ch\/it\/marketing\/2024-06-09\/marken-brauchen-flexiblere-schnittstellen-an-der-kreative-menschen-leichter-andocken-koennen\/\" \/>\n<meta property=\"og:locale\" content=\"it_IT\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"\u00abMarken brauchen flexiblere Schnittstellen, an der kreative Menschen leichter andocken k\u00f6nnen\u00bb - 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