By Cornelius Hummel
Recently, my colleague Matthias Höckh wrote about the dangers of guidance overkill. When implementing a brand in an organization, too much information can be paralyzing and thwart the actual goal: to provide infectious energy and create momentum. That’s why when we define a brand, we try to keep it as simple and as brief as possible. At MetaDesign, we feel strongly about our proprietary brand model, which is based on few but very strong and clear elements.
By Martin Nobs
Our world is characterized by an extreme focus on the customer. We’re talking about user experience, user interface, customer experience management, and human-centered design. As a designer working in branding, I find myself asking the same question over and over again: does my work have the desired impact on the user? And as frustrating as it may sound, we will never know. Or let me state it differently: we will never know, unless we ask. So, why don’t we?
By Arne Brekenfeld
If you talk about design in Germany, you’ll find a very one-dimensional way of seeing things. To put it crudely, the general perception is still that design is about “making things look nice“ or “polishing the surface.“ Using design to impact innovation and transformation processes, as well as brand development, is not yet widely recognized. Even though the quality of German design is exceptionally high and there’s a strong design tradition dating back to the Bauhaus school almost a century ago, Germans often underestimate the potential of design.
By Daniel Rosentreter
Enough of the quit-smoking, start-running New Year’s resolutions. Why not make some positive resolutions for your 2017 brand management strategy instead? Here are my top 5 suggestions.
By Hozy Rossi
It’s been nearly a decade since MetaDesign San Francisco created the iconic 23andMe brand. The project helped establish our reputation with startups, and prompted other entrepreneurs to reach out to us. Andy Giles, VP of client engagement in San Francisco, sits down with Hozy Rossi to discuss what makes working with startups different, and to offer some practical advice for entrepreneurs.
By Fabian Fallert
“Life ain’t easy for a boy named Sue.” Country singer Johnny Cash apparently knew what he was talking about. Your name determines your road in life. Thus, a well-chosen name is often considered the first fundamental decision related to each new being — a decision that grounds personality, be it the personality of a newborn baby or newborn brand.
By Nora Schäfer
In today’s society, brands are increasingly expected to drive social change. This goes far beyond traditional CSR and requires a new dimension in social relevance of brands and brand management. Brands are constantly adjusting to keep pace with social development. Consumer-centricity, iteration, and fail forward are just a few buzzwords that describe the new modus operandi. Transformation is a compelling need.
By Amandine Rodrigues
There are three main myths about luxury that need to be discussed. One is the common misconception that luxury comes from the Latin word lux, or light, when in fact it comes from the term luxation, or dislocate. Luxury is not about glitter, shiny, and bling but about distance: it is about a product or a service accessible to the happy few.
By Matthias Höckh
A vital part of our work as strategists is not only to develop brands but also to implement them in organizations. This is a challenging task, especially when we are dealing with large and complex organizations. One key question is always how much information is really necessary to anchor the brand in employees’ minds and hearts.
By James Watson-Krips
Crafting a brand that stands out in the increasingly crowded smartphone market can be challenging. Sally Anderson and Jana Xing, creative director and senior designer at MetaDesign Beijing, discuss the new identity they developed for MEIZU.