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.

OFFF: A Designer’s Life Squeezed into a 3-day Spanish Extravaganza

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.

Finding the Right Story

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.

On the Road, In the Flow

By Christian Manns

Even though three years have past since we started working for our client TVS, I remember the beginnings of the project as if it was yesterday. Because the way we got to know the client was very special. It was definitely one of the most impressive experiences of my career, and I feel like it’s worth sharing.