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 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.
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.
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 Aude Kohler und Alessandro Würgler
Inspiration, laughs, sweat, tears and some Spanish flair: visiting the design festival OFFF in Barcelona was like peering directly into the microcosm of a designer’s life. From inspiring work to late-night talks on collaboration and to the struggles of balancing work-life routines – seeing, listening and talking to people who do what they love for a living was once again magical. Here are the top five take outs we want to share with you.
An Interview with Steven Cook
Steven Cook, who joined MetaDesign Berlin as Head of User Experience in April, in conversation with Linus Lütcke about the challenges of digital transformation, his advice to brands and how he sees MetaDesign’s role in the future.
By Sven John
This article is concerned with the role humans play in the digital transformation of organizations. It assumes that whether or not such a transformation is successful depends on the convergence of “cold” (technical and infrastructural) and “warm” (social and cultural) factors. The second part of the article approaches potential pitfalls of human transformations within organizations and the deliverables MetaDesign provides to address these.
By John Winkleman
Reports of scandals and missteps at Uber over the last several months have been prolific. Allegations of sexual harassment, the theft of trade secrets, and regulatory obstruction, plus the resignation of CEO Travis Kalanick, created a sense of never-ending drama for the company and clouded perceptions of the brand.
By James Watson-Krips
Augmented Reality (AR) and Virtual Reality (VR) have become can’t miss buzzwords all over the world, and China – with its reputation for fast moving, tech-savvy consumers – is understandably no exception. In fact, “Virtual Reality” emerged as the most popular tech-related keyword on Baidu’s search engine in 2016, beating out other newsmakers such as AlphaGo and autonomous vehicles.
By Alexander Haldemann
Samsung’s brand crisis is worse than I thought it would be. The real severity of the problem dawned on me last weekend as I prepared to fly back to Zurich after a vacation with my family. Having just boarded the plane, I was busy getting settled in my seat when something unusual caught me by surprise.