Packaging is already a concentrated form of brand communication, expertly coded by designers using form, materials, colors and symbols to tell a brand story; or to make an innovation approachable and understandable. Now that packaging is becoming part of the digital revolution, how can we best enhance its communication potential?
Established firms in the media & entertainment space struggle to prosper in the Digital Age. New business models, enlivened by technology, erode traditional sources of profit. What possibilities for reimagining the business exist? In this article, innovation architect Doug Collins suggests one avenue to pursue: consider the benefits that come from learning how to convene a community on the critical question by embracing the practice of collaborative innovation. Apply the practice to help people work to their potential.