South Africa, Feb. 20 -- And now? We're in something of a Creative Revolution.

The tools are everywhere. Anyone can design, write, edit, generate, publish. The bar has lifted because access has lifted.

That is a positive thing. It has widened participation and raised the baseline of what "good" looks like.

But this creative democratisation has also created a new problem for brands and creatives: when everyone can make things, the work that stands out is not the work that simply looks good.

It is the work that actually means something.

Meaning as the sustainable differentiator

Brands have always searched for meaning. People have always searched for brands that mean something to them. That is not a trend. That is human nature.

In eve...