By Filippos Petridis and Jack Mitchell
Branding—or rather the concept of what a brand is—has faced an onslaught of change in the dot-com era and the years that followed. One consistent reaction among many was, and still is, ‘we have to become digital’. Asking why is like questioning a proven fact: you just don’t do it. Just ‘go digital’. If you don’t, you will be a speck of dust in the afterthoughts of your former customers within the year. But what if there was another way of approaching ‘digital transformation’, one that, in fact, didn’t focus its gaze solely on ‘digital’?
By Lisa Krick
We can all agree that the future will be governed by Artificial Intelligence and Non Interface. Even today, every fifth search query on Google is submitted by voice command. And Amazon employs over 1000 people just to further develop voice control. But if products and services are primarily controlled by language, how can brands code them and make themselves recognisable?
By Tina Weise
When Hugo Ball initiated the Dada movement in Zurich, I bet he would never have imagined that his idea of random art would become a major influential art trend that has already lasted more than 100 years. After the first night at the Cabaret Voltaire, the idea of creating anti-art and opposing both expressionism and futurism quickly became popular – always bearing the key-principle in mind: to mean absolutely nothing.
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 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 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 Arne Brekenfeld
If you talk about design in Germany, you’ll find a very one-dimensional way of seeing things. To put it crudely, the general perception is still that design is about “making things look nice“ or “polishing the surface.“ Using design to impact innovation and transformation processes, as well as brand development, is not yet widely recognized. Even though the quality of German design is exceptionally high and there’s a strong design tradition dating back to the Bauhaus school almost a century ago, Germans often underestimate the potential of design.
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.