Translating Strategy

An Interview with Olaf Schroeter 

Olaf Schroeter, head of creation at MetaDesign Berlin in conversation with Linus Lütcke about his teaching approach and his recent project in cooperation with students from the HTW Berlin.

Branding with Zero Sugar

By Cornelius Hummel

I’ve recently changed my diet to avoid added sugar. You might have heard a phrase like this before — be it about sugar, meat, gluten, processed foods, and whatnot. So, well, yawn. By itself, another statement of a food hype apologist with missionary zeal wouldn’t be very interesting. But in the case of sugar at least, if you follow the news you’ll know that it’s not just me. There is a sizable and growing anti-sugar movement with a ton of media coverage. Even legislative action with taxes on sugar is well on the way in a number of countries. At the end of the day the message is clear: sugar is the new killer. That sticks.

All in a Name?

By Mauro Marescialli

In late March, Airbnb unveiled its Chinese name in Shanghai. And while the move was intended to start a new era for the brand in China, it instead went awry, earning ridicule from thousands of Chinese netizens, the likes of which were seemingly horrified by the new moniker. Following such a reaction, a barrage of articles published by ‘experts’ in the branding or naming field appeared on all sorts of media to educate us on the lessons to be learned from such an ill-conceived brand name, whilst — in the usual patronizing fashion — distributing advice on what is the correct methodology to adopt when coming up with a Chinese name for a brand.

A Brand Named Sue

By Fabian Fallert

“Life ain’t easy for a boy named Sue.” Country singer Johnny Cash apparently knew what he was talking about. Your name determines your road in life. Thus, a well-chosen name is often considered the first fundamental decision related to each new being — a decision that grounds personality, be it the personality of a newborn baby or newborn brand.

3 TIPS FOR CREATIVELY NAMING YOUR STARTUP

storytelling naming

Great names are more than arbitrary creations. They tell a story, are easy to remember and most of all, have strategic impact. At MetaDesign, I help create names for all sorts of companies, products and services. Over the years, we’ve honed our naming strategy and are happy to share a few tips we’ve gathered along the way.

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