checklist

Managing Your Brand in 2017

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.

meta_blog_startup-02-1

The Startup Brand

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 a lot of 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.

hewnaisn4so-kychan

A Brand Named Sue

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.

k6jmrmj4x4-florian-klauer

The Beauty of Deconstruction

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.

hermes-apple-watch

New Luxury Paradigms

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.

photo-1457369804613-52c61a468e7d

The Dangers of Guidance Overkill

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.

md_transform_awards_meizu11

Smarter, Faster, Higher

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.

image01

It Isn’t a Picture. It’s Who You Are.

By Alisa Hellwege

The greatest motivation for my work as a designer is to see how a creative work can move people and involve them emotionally. The way I am, images evoke the strongest emotions. A snapshot can catch a whole moment and even let the viewer enough space for their own fantasy. The higher click-rate on content linked with an image shows that I’m not the only one like that.

alex-blog

The Samsung Galaxy Crisis

By Alexander Haldemann

Samsung’s brand crisis is worse than I thought it would be. The real severity of the problem dawned on me last weekend as I prepared to fly back to Zurich after a vacation with my family. Having just boarded the plane, I was busy getting settled in my seat when something unusual caught me by surprise.

photo-1462690417829-5b41247f6b0e

My First Ten Minutes

By Cornelius Hummel

As brand strategists, we are generally expected to be comprehensively informed about a brand. This can be challenging when the area is unprecedented and there is little time to do a thorough research. At MetaDesign, we’re lucky to count on a team of highly capable research analysts who can deliver amazing results at short notice. Their work provides the perfect ammunition to surprise clients with a comprehensive understanding of their market right off in the first meeting.