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Don’t Bore Me

By Jennifer Przywara

Two of the key success factors of content marketing are the relevance and the value of the content being distributed. But how to create valuable content while achieving relevance for both the sending brand and the receiving audience?


The Expressiveness of X’s

By Hozy Rossi

The newsstand of the future has a name, and it’s Texture. Backed by some of the world’s largest publishers, Texture offers unlimited digital access to Vogue, Sports Illustrated, The New Yorker, and a hundred-plus other magazines for the price of a pint or two of beer every month. Neha Hattangdi, who helped design the Texture identity for MetaDesign San Francisco, discusses the project with Hozy Rossi.


Minimum Viable Branding

By Jonas Husemann

Is there a reason a young startup would want to invest in branding even if it hasn’t launched a finished product yet? Yes, there is. Startups still iterating their product offering and value proposition benefit from early branding processes because these help build business and identity to attract potential partners and investors. Classic long-form branding approaches are ideal, but they’re also time-consuming and can be expensive. Considering the special challenges startups face, they need a lean framework that saves time and money.


Is Quiet the New Loud?

By Anika Jessen

Silence: I love blank paper. Silence. Room for a new world. An imagined world to disappear in. Time to dive in and out of this world without anyone recognizing me. Bringing something new with me. I love lasting time periods without interruption.


The Relevance of Branding in CRM

By Jennifer Przywara

Last week a peer of mine who works at a CRM (customer relationship management) consulting company gave me some valuable insights into his field of expertise. From Big Data to the importance of relevant content, he covered several big CRM topics. But there was one aspect he never mentioned: the relevance of branding. This led me to wonder, What do branding and CRM programs actually have in common? And why would you need one for another? I developed three theses.

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A Framework for Brand Partnerships

By Matthias Höckh

In the last several months, we’ve seen interesting constellations appear, oftentimes when well-established companies from the software world begin working with more hardware-oriented businesses and consolidating their expertise.


Leveraging Data, and Judging Singers

By Cornelius Hummel

As a strategist, I am driven by the urge to understand things. This means not just glancing at an issue superficially but exploring all its facets in depth and examining them from different perspectives. Metaphorically speaking, approaching a new topic is like jumping into water: First you touch the surface, then you dive deeper. While touching the surface, there are various assumptions floating around. These are usually based on existing experience and knowledge — sometimes true, sometimes not. Therefore, testing these assumptions is crucial to gaining a deeper understanding.

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How to Design Beyond Design

By Andreas Bannwart 

How would a dedicated designer give a speech at the TYPO Berlin 2016 conference on the theme “Beyond Design”? Isn’t that like sawing off one’s own arm? Especially since today’s ABCs of successful branding stand for algorithms, big data, and content. For the D (design), only little room seems to be left. According to Hermann Hesse, though, in every ending there’s a beginning. Here are seven paradigmatic shifts and opportunities for design in the future — or preferably, design today.


Earning Back Our Trust

By Amandine Rodrigues

One of the first steps you take when moving to a new country is opening a bank account, a chore I recently faced. It didn’t go as smoothly as I’d imagined, and my professional self had something to say about it, being both a “modern consumer” and a “brand strategist.”


How to Become a DEO

By Andreas Bannwart

Have you already taken a risk today? How about a little challenge? Maria Giudice, author of Rise of the DEO, asked this of the audience during her keynote speech at TYPO Berlin 2016: Beyond Design.