Lately I've been thinking a great deal about how little customers care what brands have to say. They don't care if your headline is witty or if you have an amazing tagline. They have, and always will care about the experience they have with your service or product.
To that end, the old pairing of art and copy in the design world is dead. I believe we've even evolved past the UX and creative partnership. I think the new model is developer and designer. The combination of WHAT a customer can do with your product to make their live better (read: easier, simpler, calmer...etc) and the experience they have with it.
- The new creative brief is a features/functions set
- The new "think/do/feel" is interaction design
- Its not about launching and leaving, its about testing and learning
- It's not about telling people you're awesome it's about being awesome
I think the best way to be awesome in software/digital design is to make products that are awesome to use. That's not to say that marketing and selling is dead, it' not. It's even more important than it's ever been. It's just not about being clever anymore. It's about ease and honesty.