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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.

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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.

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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.

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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.

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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.

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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.

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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.

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Coopetition: The Power of Many

By Arne Brekenfeld

Never before have markets experienced changes as quick or disruptive as they are today. Fast-paced technological progress, growing environmental and social awareness, and the megatrends of globalization and digitalization present extreme challenges for companies. At the same time, the growing transparency in markets allows people to compare products and services more easily than ever before, thereby totally changing consumers’ research and buying behavior.

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Breaking Down the Walls

By Andy Giles

For decades, the way agencies like MetaDesign worked with their clients remained the same: The client defined what they needed and their deadline, and the agency structured a sequential engagement based on work phases over a number of months. During the course of the project, the agency would meet with the client periodically to conduct workshops and present work. Otherwise the two sides would work separately, within their own walls, communicating by email or phone when necessary.

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Brand, My Friend

By Nora Schäfer

This was a first. Recently I used social media to contact a company. The lunch I ordered was 45 minutes late, and I asked for a status update via the company’s chat. The chat employee (no bot yet!) explained that the whole city was ordering food due to rain. He told me that I should consider cancelling my order because he could not promise a quick delivery. I was positively surprised by the honest answer from someone I would expect to rank quick revenue over long-term customer satisfaction.