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.
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.
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.
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.
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.”