By Benito Opitz
That society has become more critical over the last few years is not just a marketing ploy. We are constantly confronted with new examples of how user demands are increasingly specific and hold ever more sway over brands.
Within this article, I will outline two strategies that help brands to deal with the increasing potential for criticism. The secret lies in a higher, more meaningful form of differentiation than we have known in the field of marketing so far. A new form of differentiation that makes brands so meaningful that they might be protected against the hysterical form of social criticism that we observe regularly in the digital age.
By Jack Mitchell
“We work in Design Sprints.” We’ve all heard it, some of us have said it, for others, it’s on the horizon. The ‘made famous by Google Ventures,’ originally product-oriented working method has made waves across a number of industries as people everywhere refine and repurpose it to meet their needs in product, strategy, and even company culture. Unfortunately, it now also belongs to the most vilified cohort of words in the English language and, increasingly, many others: the buzzwords.
By Rupali Steinmeyer
Even at the risk of sounding somewhat polarizing, there is truth to the argument that brands are in a state of paradoxical crisis. The possibility of becoming irrelevant and disappearing is real in this competitive world. Many brands have already been negatively impacted. Some have seen their intrinsic value erode. Others have seen dwindling customers. Several have even folded. And while some manage to work their way back to success, they remain few and far between.
By Serge Barsotti
You have changed. You, me, we – the consumers of today. We have grown out of innocently accepting everything brands say, and grown into genuinely interested, cross-comparing and critically questioning consumers. We have become aware, talking about brands at any time and at any place – forming communities that serve as credible references. Yes, the consumers of today have become quite a tough audience.
By Filippos Petridis
As the modern-day economy marches on at a relentless pace, brands are being pushed further than ever before. Their core competencies are being challenged by the increased complexity, opportunity and volatility of nascent technologies. The ‘digital’ revolution has elevated consumer empowerment to an all-time high, and brands are expected to react.
By Anika Jessen
In 2017, Richard Thaler was rewarded with the Nobel Prize for Economics. “He makes economic research more human”, declares the official statement. His lifework focuses on the influence of psychology on economic behavior.
But unlike most researchers, Richard Thaler is not just known to the experts in his field. In 2011, he published a book in cooperation with Cass Sunstein, which some of you may know: Nudge. The underlying concept, so called ‘nudging’, is defined as a choice architecture that alters people’s behavior in a predictable way.
By Steven Cook
Five important factors to get your living style guide off the ground and start enhancing your brand’s experience.
Technology has always created game changing effects on infrastructure, processes, culture, and business models. What we are currently witnessing plays an existential role for a brand and compels leaders to start rethinking their strategy. But it seems that design and brand become an afterthought in the future success of a business. Here is what I think about it.
By Aude Kohler und Alessandro Würgler
Inspiration, laughs, sweat, tears and some Spanish flair: visiting the design festival OFFF in Barcelona was like peering directly into the microcosm of a designer’s life. From inspiring work to late-night talks on collaboration and to the struggles of balancing work-life routines – seeing, listening and talking to people who do what they love for a living was once again magical. Here are the top five take outs we want to share with you.
An Interview with Steven Cook
Steven Cook, who joined MetaDesign Berlin as Head of User Experience in April, in conversation with Linus Lütcke about the challenges of digital transformation, his advice to brands and how he sees MetaDesign’s role in the future.
By Dr. Alexander Haldemann
Successful brands convince us by taking a strong stand. To do this, they need a clear identity.
Change – even profound change – has always been with us. In the past, however, change was more predictable and thus it could also be managed better. You had the annual plan, the strategic three-year and five-year plans. Companies were able to continuously plan their product development and the resources that would be required. They knew their competitors. They were in a predictable environment with more or less high barriers to entry.