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.

Kill the PDF

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.

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?

Brand Strategies for a Digital World

By Lisa Krick 

For many years branding and corporate design agencies understood themselves as the “preservers of the brand.” After stripping down the brand’s content and identity to clear visual codes, it was up to the corporate design experts to preserve these codes consistently across all touchpoints and evolve the brand gradually over time. “360-degree marketing” became the mantra of tortured advertisers for decades. One relict of this era: the typical PowerPoint chart illustrating a brand that looks the same across all media touch points.

How to Keep Up: Honest Thoughts of a UX Designer

By Laura Müller

The world is changing constantly. The internet gives us access to all the information we need (and don’t need). Every day I work on UX challenges. I read blog articles, books, new usability studies, follow my heroes, and watch tons of videos. If I am really honest, I feel overwhelmed sometimes and have the feeling I can’t keep up with all the change happening around me. My brain doesn’t seem to get half of the stuff that’s out there. This makes me really insecure sometimes.

Analog Touchpoints in a Digital World

By Nora Schäfer

In a world in which everyone talks about digital transformation, the new truth seems to be clear: Analogue is old school, complicated, and slow. Digital is state of the art, convenient, and fast.

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.

Don’t Bore Me

By Jennifer Przywara

Two of the key success factors of content marketing are the relevance and the value of the content being distributed. But how to create valuable content while achieving relevance for both the sending brand and the receiving audience?