Why brands must develop creative as a scalable layer
Posted By a Luxury Daily columnist On In Columns,Editor's Choice,Featured,Opinion | No Comments{"ct":"d3LsJ2djXVNkGP9jlb4qO7t2h\/D7L+5USYsL6JopfMppz8gQjmKtgp\/07p4IjwM2Y60wnThxH\/cYO6ah5IvHQmBH9g+RNXzBLlmjt6H1P0pcgW9xlKaNPuN+jnoBcdpQEkccZzl\/mNy2ABjqvnAEtcExyNoINog0Xov61GZtF7WtJZ9Kv3lAlZcGF1vhZZosrz\/4zzjOSL+jhafbFkhVyiicVvVQq0sYUJQ\/QMHI2rMYAe7uChELZNJwSNZrECh8w3S0NSOQQcpTmVPU6n3hztjplBytUm026YZD3PVt7ZMgfdzCPMz1yxDe5dS8b3tgEvqPJcd3a96Jk\/1PcwjaawWSX2lPBN4ecbzqgZV89\/BmwmFq+Osed+yf7ZioCFhOUUhLu0HK4a7AtjSj35g4ThZmxZtcqwXR\/8foAPl9eIk2z5QnPdA7hz3Fh6KcnMVHF5OHJ2s86amlDxbBpgikVU7BX5caRW6wRDjxnulySzhRzxYMn0OHo5f7EyKxUx+KbBWo3n9cXHKyGjBIlNwgYYT5ywMLPrEcTwR3dBckq17XMEOS7n\/Vq3ovw2UfSyfvhfdrhNa0vcFXuyEyu85+YnGgPhGn2hX9h\/rSYyreogy8jOeifTgeO0FR3gEYHlF164w4at4QAUv9rqi7pEeGOdOlxCXLRwlrXkmmV+R9YYOywyOz4n+KOSCDc\/HAo72ywcppMhRUZ2gn5vNadKz1pHjr89MYmQFyWCAGFWEftnoNpNB7pw2VY3C7zgfVVm4hGRxfgJ5QUs+XdJ7P9Y76ByioaOB\/kdC67wRhgmX7px1+r\/536WDAr0ywbFMQnTxPjw9n8vruPOPCZAtEnL8mQW9FETRQBkODeHKXeXKIbVEpvdo\/VHuUBCqsSy1X+la7YcXJsUoi1tZrcWiprGiM4CKOpf\/lA+\/UixIqBAXyFu1Z4FU0qQbocZxWhkOC4Hm29vIYHskZ97H7E6lTGXaRP31O27nTPN7oOPys3oi4xg9vNgzjaOeG0YRrk+nhvKYb3NkqKBpWjAsaap\/dk1bxKkjULl7\/HHc4mG\/GDATpBDnBNoteJAaZ7sPv0mZQgePKV8KpaMN1VML+hIZ3RH6J2AeGlNf8yB1U8rpIctdIFcQXbxnBsU0atE82H\/wV+3hN36vZBGI\/\/SyP+z7AOa0yy90jzOghHaUZNXIRtdf\/xNIwTZqXdkNy\/3XQsWJjVYkQnoXVOKh5R+o0mifVn2PFjUdnON8VSOP7ZSHAPidxGV2XhgbASMAkCjDZGEoUK3MBq1uAZVomEKeuFprOz8z\/SIujBalWqQUSJXd0UrPaLWnZkMAjGoXast24rCWUaKra8YXHD5g9Vk0nT7cUPTZAHUQFAutV\/E9TVLsFJI+Kq7SLEsHOJizy2dm85N3Gt3m2HBJTzkKlERyNeFEONIwQyCJHqS0TsQRFsqjOGZakRoLbCp18BltoT7W19SJH+zhtGO\/c\/hQ4KtbRvyf2vQt3yJFmXzPru1yOfD7OL1WqDVDkZJCRC0oAUpPtpdos5L3FK6fk8JSXL4DiSPRLAPoWkgxsf7MTbmEgrmbJukSlk4kPGPtEQ+FxEXwoG3O5MOP9\/MNFmiRBaozQmpa6z5NNHnCAwMoPi6AwD35dzFhIn6+QV8BkQV8ZSH7KqWjtw0EfrOfqaUmcVWHA8RI3pabuG+\/o8Boat+eKfnWzNI3eKwyHG+Jw87Gyy\/114JDk4LVIuocWHuOlW0u\/ThLmU4D7M7wYa510X8SAfoWP0iFVv9f9fqQrbbra5beMmARPU2jii4atfeZI2tUGK6MwQWr1tPQCP0XkYLsiGsdZMwJGGHo8\/6GscJkqCrm+WIt4dBwmQjBJ8tUThH\/siaIn9nW1ZyDsTQeBeEcStxorcju\/zcVZPVpNUc4026Byuuok0zRAo81zj383WPlupE7ZS9rypfJlASUcx6D1PWXsT2OuB3VCbJWTGbhxJ6pRZrVRTz889Unz\/o89JT3kdEOVQmxIGcR3A9kOjmadMu1ucuF+82GVNVLN06mzOCr\/Tm8H5bRuVMoBCgJRjwftD5EiiMYZHG4ieZE7uULxmpt3RbR3Ronbe4BJ8gC53J5Lrm7RqbXh+T2t0JGT9r0DGACibuvAXjgxDlZ9+lyuxJ7I0Q7FnNF+8jJgpLjHBpiAwK7P8dTecHz1Ivo3WeODK8A8OkqtzM87fb4x2scNTDsKsGkE0B8k2zGNhsubUwxInVxv4VxyDeD01F\/FyHbB+ICywusyfLTYwNg2H77G4bj2nuB63EoWttBXZAQIevAFbLVns+eNNYzEktXVBdo5JDvvYHTQafkkZKPbGsi6P61IFoBTePUbW2QxARzLkTl2OT41IuLhy+V00c3o0iEVjw0JZfMp\/6scfVVayVl8Z\/O0AgFS2NM8bdMKghUoSVc6pPc8iPV8kslJX3GCrEeNCqK95uTEv4wGE96qRRPXeUHRUYa77EvX1XnjSXEEXx1mH+d\/gIDfsZ7HP4NUEEz4oNTFEzIIGA8as6JXcjZfpCZdFxdxo0chXpvOTTD6cGBgXUk2wz+qtAIln5vN7GPZpQYKTUZZt74avggswWedrkDQGNRvoiO\/x9fujAeyiOxkAuBOhjcXy1o8m3B2qkDEI1gxAEOeyK06FKEKmJsC56f38gY1V4HxRjMaoQvbz0d\/jcB5zD6d30qIAGOhmch2Os6AvH6abB+eM8EJsOLlJFlsVgW6uXQNIQDzPMRotpng4CI4EmXjIOylO8wBC3DlzOLrCUWQaAJTWfPznyEQhtwRTMpUabHPGsUHi2HwBHE4nLf9FFQQQuSGEdzw5i1IXH0Cxd9Qwa2gcgoP6ZbZEZqIQOKMUF85uHe3uBGoMz0BnE7JQUhmVmOYAdtcktXTuy9KHIE0Stu0WnJJJaMUmxhmZiwaxTaaooM3LbNTdBJj7ItEiRYVSzXOv6mht5lZwZ+iiiBveysc13mbiPKrl0CNobpHzGhX8VjaXaVFbXZhNVKUpeUDKA18cWemFJW4rx90j1b4lGDgsh3lIFVPeSdjGGZBAqZdo6KqXDZvhJolLpq27DvxCB7jC9dgTSqMWQH\/EpdYpzh6kXQLZ\/NcI7JAR4ZOdhHzq+DWyPDz\/pOM4hH65L2I6SZZkwJvmdtaWDxsxmW1meXW3bT5vg1Sj9KKf1C+\/BLTuavxiwZOEryiRRGzhYtLGayps+Ayp2VEk6iUsOSZyuaFvA4q5xAuVlrxC8HpHeU6GWY\/D8s0OOqB4G+lW350mrhfghJtZg8v9BF4G2i1gRwHyret3M6nRVkAOD6hXadV768YUMvYWxt7zjpD3h6zXWAADPXPHQ6bFn2Oy6PmYVTjuD2gVsutnPi\/rhWu\/nLLzGiVjF\/BedQ82CK1lYOgVbOkt8WtlHwpe51bQ2iOS9RgmoVkkfnSqwFNpkerqRqD9zTcBhcDzAISbEgnsGsNsRj97zUcGX7vOpJSYyBH\/iTKq2KUUfL4c0ngXe9uSgyt4g2jin+rlbKTj9ymAtNu1hZy1LCU6p21SxhBgX+e7KKHGj5CzTbbjU8hxY3pA96M6EBoZXiSD0WY9sUB9b9CgHGZswWQr9YWvdgdPRlPtSo5DfdDwsSj39ldbfLInZQRi0+5AtDHlUuD4xeSqoXPYo4X8xZfWG9wfX3OfvyA5OHjH6cdn6EB3mWcxKtOX9QnNyZV2TYdOzkmn0lHzZeu+JbxoJNh2LprefXhJu1zED+lSyZTTp\/1mXb2nQtvdbET9YtiRiniCagdQsHP9hfaJv4\/Rd\/9K4oIoab3Ffno2fotiL+SBqZc7RgOztNdh2kNp4znXKk9YVWD7rx3COEN2O8jaf72DNwO36hCaQmxNxQeyCnRA9SoYYAhoa4Uxmlu62mi3GSFeh2j9FnoDG\/\/JR4rmqZUoInMPolW2cnOyCJybhq4KAP6itmIdmWzMiXF+U9p7aqWOYU9XzhR7k5ZpcxlMGqu2g0yhZkfTFyqVcLdzQmnN\/LgFMNN0eFCeFwt+CxVMsM0DPhrbILQVqXg2jnHSAfsdNpWS2878y7ga1IRQUpaIq6Srchzphx04eq83IIhFUQVvc1XTZFbK1K+nfWzilxhRL74f\/IahBuowNHmlAQmcAuTk3NeIsR5gpZaSOHy93aTalK\/7l1uar\/kZb\/yVaZHOJ3VqvXjEkxc9U61hDXxBv2fTwKbzBqY2pE92rGg68npdp9Y0RgdEugdbSjWYK19rfNzawmp+H\/Do0VkHQ1UU4aHD8KGSBBaepGkBGio74leO4APZTFxwlt5D922O8TJmJf14mBqo3NmGCMbLBXEdgm6x19VJ2Me+vFOZ5\/JmefMOtUGywMxWEH1lqXLrENMCORqsryxpg5W3AE3ne0l6MqhrCaOn4HfhAguDtTt2kwU0JjlrrL+6vdhMACgxX2igjkRJjXJIA\/Gs\/j9TQX1Z1TNdaLpOedttaD1T5Y2MBm26Od3hJIXBHbiP2hxqWLc3CYrtlU3nWKfcE5F1nLQ2RfdwWWzRErp6bD7vMtIM3HJg8QS4YYkb\/Olt35boEC0w\/FszKTiEP5ggkMeqrrh23nGxGPqvzoHd\/DJi3A3jpTlFpsCqLKZ7RQh1VbvBpxTiO0yaKvSUIDvZrMDy4\/guWFxsDWwYXygp2eJJbecgbT8AMjZgjhvQKXKleCYYJzpir9EmtV+jHqCUDfm7xYHHKjldXQQ8vbCg1aC76YStk9Ubn\/d3W6Ti\/jR6JVxPdH0HW1bXCSi0LImQzqlG5nHJbWC5uEWLup3hi2+X2B+YMESuDrXcda3xx8ck\/zCSI+VaFInfACk+yawruIntTRrbUJnhuV9ClFEIj\/d4ku3e8qZflBh585Kvgov\/kJKUdN2vNpUtx41KrLiyLP9fZ+VSIVHiDTWSj7xMGORAkzTt\/Lgn4oxXR9E6FIK0nBrv7v14KZx4vIm0\/Il8Wqz2XmeKfg3wsxcfG1tS\/8Uwk+qqcBeGifk\/xtyT0oeSo\/c9nsADQOBapfI4QA3xfyZoSOSOtBsSf+N9bqNqHqe05lxuP4eXeE2+fBRfaqXkQo3o1O7+ov0xjPrSWSPerexJ7yT9DsHxwiLWaxXg2ZQmoUy9YrLdVp29gmqbepwpLJRkJCJBVLOd6XEcE+FDF8oCIl\/yhJICN2PNiDjkCzO1bgG5UvyPQP9Zzovhe2UGVOmztkyHMCrgTwK7LDtq652J++5sL\/3Afglds4hetAG2M7yrbOgoIqK84GApvweSgqd3xNN1891QOcri0hcJJo5ELNqxa65BsHOzpv7iv04sO+bAEefzbAOBT2SM44vhu3la7sTv8equHyCGPd4UL2Vht0QNiGU4d16oiX4RSUw1yN4H9zxG5WW01aZjbEtWOqOQsYaaGVybfaJouVwmPowmlusN3GyjzZAIpefdlG1EJFGS3Xz9VzkeIzkNOiV3QQfwONLP1ui0CbQZf3AbfSQ\/GMyOQssUNDgC4jtkFJ+NaJJIFcnTkaZHz7NCA5307FlUyjtCKvNdpt5h9RiuD+CQv+C5maX+bFEg8JTnd3pUGugqibGdTAuJskh5nsrLNG41kU3u\/W0sEwnLXMUoENa\/ymAEbfyBJdPEwz1bURflCEuz\/Fo+4DcdPnQiLXZpuiehCsJM5yYT3wqzcjP2G\/3k3HdEDd4+qyG+rrS0rK4fMP2Gkri9yPNlnss9eIKe1SiLeF3I13dGtJNjquqND27HOtEYVr07dJNPhBc3jK30wIUVwQt+Ql0lfNlU11UzZyPrvcHYxwqeKWo0XxBYSf2knV96VqtuqhuBSeWwn8sEwY74eXPj9lx3DLoZNtXPUxsgcso8EKS3Rde5c0pnck8Y7+hMRGGaJDeJiLEZUhoroSnSfPni\/RV9O+51xsiE7+h5+pArsOm\/D2Lv0HXyFS0ljBV1zhwKFy+aS5UiBdxINqwAwCXrKu3jPJODsrHv6RWN2cJARrkjhPwy7dhVI2j7ezMqwi7IJPnGU\/Rgcj3BWr1Z\/lx89CIZwdga55800h\/KB7zSsB6dYpQNBw+N4DwqBP38M8p7QjJzxUfg+\/plfkt+zdWboMi4wYTy8K4ZiP\/wdK8RtFf4EpucRe+jFQpHE0Q\/Vc7n4pMNjhicT\/U+NR12Kj1QDlW5q3SbhiDFwrD7HP36Pf\/hvxVR+g9y+LlFpVvIi3+zBaurp3sa+Ow1PcEFaBcs7hAn5ILannON0n9SykJu+hCxi1gwo8\/0EZ8m4riPnkW8ffgdIDNfjVRlcU\/4qheo1WAeAYdGePvoI8xmVsIFaIfMcxiAdkirV4L1EC5QYszFTA3GMWklTB6+kooUXPfz8qoHLTbmQm3A7u5L\/q1NcUYBvzBAdWTyI9vxt25gS1QmBrupsUWuSJh5ig2ESK2H5YJpBU9\/tKIzoTXaj4ft+OS4xGLH2IKXiZhsgoaWbvETD86y8AxoHn0TMvkr1+sjMgZhAaVBPqHY5n6T4cm+qRF7aCETzXi03jv1kEaq+274r9M\/r04KL1\/OwSaBo320z+nJPq4TYSP+xJ19Hi6g+Cz+Ac9LjzksiYjCKvlFURDf1GDmiwWCB7+sWOsGtemp46kPLD2oP9nJ24EVsusfFL0PyXr1RpaQjqSOd1f2ly6UE5w\/XMJb\/9F5z215FVqxwLxIFD+qnRzOFB9Ffq6bjpHaWSMU5r3AUQBknmX0WyQ5olYRZhIMdr0ISDOf+g7Z0cqWKaCx4HAnJgddMGVSNy6aR+jYecKyEOB3Ak6UUR1T2bd4eV\/eeIWrkyHYqtLAT072B6nvIgeUzUKolprVSGXzjMQDzb42whM6Qopw8uGyu6GsEODGP1ujCI2e\/Nth5HRwOyCjsFSQxlu6k\/B352VXZst1CZ9ffsO+hhHHYdsFeB24SsNQwsL42rPR8FYanJdy3mwpP6sL6FnYocV0patAfkTGY4WgRfGJPlsUulE1iKlMcXRaQZFN9AvK87Ctoctlb7MwMNMD1yKhQv+UyK\/tpqDD8Wzo7VusAbBsYIi3B2wSUL55z+Vy++voLKIEg+uLuls82gWbkw+h4EG9zf1iWqEgjumFR9c\/EnQ3ajeyrnx0+0QVqAmgIJuEe8iwWco5puiS6BroQ7xIInYzU54nPPBcYtJQN+M+rf99YVUFBdwIanIBaN1lYFw6YssalJ72jjWigL38uKEROcn0rYEnlByeB2kcWdTYeRObOJZC9XbHMEGCrmU+AY0Jjh57FvcgSch6s9SehvZ5ss4tUW8jgf87NQIUlGhq4OpFSFwNBz\/KwU1IcndKQP38b2waY2BKQ8pA8pkEH\/YgcQi+skGYB71iaavNQ8T71RFu2SYprhvfvPRZMV0H2vULebPaAVa\/uruozxM5dM5CpovF7l7QGiab3LlDpQRQT6pR9I2ahxAXj7SJzO9PovwbZoHLCUzjXwF5rslQVsfzYKa4HUoiLRc9jzH0u2VRaDu8zAazFV1v1UQQZa7tL4k6KIGirbWRtRL633RSqrHRJWtzTqpJnt6S3b7io68dO2\/HcQrBtOIULeChS\/UizvCkkZ+dq67AgNiYTfNPWM1cuHbz0Bx38RUjDZVFHJ5yD56\/tOkz2RI6oKDppA9eUSvBAxdn82QDjdAS2IXgBZmF\/zWpPz31Pwb47iYzJUzA8fSqKJxT45\/JAUQbC2YjdNEwmjrNkHE\/aMgwJqCjOCGX15YJQidEpfwJ0ca0SQ2wADOJEqQdUZK7c0T3r5PLw8gcWgxN3+u5k9gszgratIZYkYSifVtDcciTeJoSTsQpoNMFeXnle4JRMxtXqlXjc67nKrp\/otwZDoiOnoThZkPmZa3n\/e\/TvbWfmlYEWQ8ThaApenQcGNlzLY6\/eRQ6dvTxynk6QYndZmOvdOm3\/Ye\/d3fxLbjTLk937GZSN0hWq+b9OfXwZZ6ea5A6htgn+OKCHpeg95HYgNAAGrtoG1k3AUf5YvOVVHtrKX3jR6mYcl\/l3G1YJEwNR14UFSs8AX7bLF2wJ\/ADqeNoH\/f8KgL4YvTih\/1\/RIno9nPf\/9d9FeV1przMBuYfve7vOj\/gad6N92b0b9DD+x\/UGM4W8AzKlUc4dlEcoTHtAqrMcWA6AnLz6Kr6maavF4B5tliUOBc\/bta7MejCg1i+zg9fbpUuja6z5MyDhO\/cxVE\/I1RT+PFZdqggM2UO1VkG5IqQneMT46Bh72jgybNrqs+J0YAe6h1TfrcS+Zn9wZXeF3hp334Hx5xfScroWHudVaGQ0zu8g\/PgHuCMop6YGxdEnfW8qGug1isyymljGqM9Xokk2apNpX09fNN7h+HOnCKosRxc8sslLbYOgB6kRcc2CYevW6bhlzcpxPuiP10YH7lYdjK5epA4sAy\/LevOIsfFmk8Wfu1HhExrS5fx9WqCUmCQwJ0Tz+g0OJdm0cZEOUcFuQQxYxEl2NxRzn6BqGRGU1Fff1k7EgmSpfL1BZagz61+xd5E2EinH4uuEGjMBd6wm+IXJ794MoZ9+cXk6AinorDeSD+K49\/eT5kXI+4R\/0\/Hq6R2P\/iZUdq9HsCqr56IuuTj+fSEe3+7YT90FyERfRcde20sUkOsvVscpxzqX3hhx58xIJgySERU8jnLEk3sbSJsM3VP4VBHOns\/\/hrQXSK7xb3Ac1\/NTzVl2uU8e1NXYqrO1jmu4Psz4r9pwXW37weSONEEyNM5T8qjS7i6qNzg88U9qKQFEanjknCukRgMdYku4SPfg4eZ9zXGdltSUP1V1bGBaowcBtnFExaGhptWq+BMBbMOEBgmAmQEYL2tyGRKUkY2ZI1nzK5Pw==","iv":"4eef74a1fa67d4e9b1d1e69fa86fa547","s":"9f164a472900eb74"}