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.

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.

America (TM)

By Hozy Rossi

Rupali Steinmeyer recently left Berlin to take the role of managing director of MetaDesign San Francisco. Her arrival comes at an interesting time in U.S. history, to say the least. In this conversation with Hozy Rossi, she looks at the country past and present from her perspective as a branding expert.

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?