Experience the next level of brand

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’?

Brands – The End of Digital Standardization

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?

The Dada Brands – When revolutionary niche-concepts become leading idea(l)s.

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.

Meaningful differentiation strategies

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.

Your Design Sprint is Actually a Relay Race

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.

Survival of the Relevant: The Evolution of Brand Governance

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.

Branding in transition – four ways to get it right

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.

Photo-Credit: TheGreenEyl - Photo-Credit: TheGreenEyl - www.http://www.thegreeneyl.com

Beyond the brand: are you experienced?

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.

A Brand’s opportunity to nudge – for good.

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.

Trying to Fix a Broken Workflow

By Alessandro Würgler

The current design workflow is broken. It was with this premise that the InVision team set out to develop their new incarnation: InVision Studio. The tool was unveiled in October for a January 2018 release, and promised to be “The world’s most powerful design tool”. Can they deliver?