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What Advertising Can Learn From BuzzFeed

Posted by in Advertising, Communication, Consumer, Strategy

A few days ago I attended a panel discussion/interview with Juliane Leopold, founding editor of BuzzFeed Germany, at betahaus Hamburg. She talked about how everything started, how she set up the team, how BuzzFeed wants to be political and opinionated, etc. All of this wasn’t really surprising until the moment when she opened the site on her computer and referred to one of the post as „identity post“. An identity post is content that aims to appeal to a user’s identity rather than his hunger for news. It’s related to his…read more

JWT’s Take On Marketing Trends 2015

Posted by in Advertising, Consumer, Innovation, Technology

With the new year right in front of our noses, it’s time to look at what 2015 marketing trends might hold. Thankfully, many agencies are happy to provide their predictions. One of the more extensive looks into the future (110 pages) is served by JWT Intelligence: The Future 100 offers a glimpse into trends in food, beauty, retail and more. And obviously, it is mostly about our favorite target audience – the Millennials. It makes for a good (holiday) read and will probably give you at least one idea for 2015….read more

Rotting teeth and immediate communication

Posted by in Communication, Consumer, Technology

I stumbled upon an interesting fact in this Youtube video by Erik Qualman: It seems that more people own a mobile device than a toothbrush. Despite the fact that there’s not a source for this fact, I don’t have a problem believing it. It just proves what all of us somehow knew already: people are more concerned with their virtual illusion of an appearance than with their actual appearance. It seems as if we look after our Social Media profiles more carefully than after our actual selves. It could also be another…read more

The Un-Joy of Technology

Posted by in Consumer, Technology

I was on the subway on my way home today, when an interesting – maybe symbolical – scene caught my eye. Three women were sitting in their seats, self-absorbed. Two of the three women were starring at their smartphones: heads down, biting their lips, looking tensed, frowning. They didn’t quite seem to enjoy their time. The third woman – she was significantly older – held her head up, sometimes looking outside the window, seeming quite content. In her hands not a smartphone nor a tablet. She was holding knitting needles. And she smiled.

How Apple’s iOS 8 Puts Words In Your Mouth

Posted by in Brand Experience, Consumer, Innovation, Technology

I upgraded to iOS 8 yesterday. Besides the fact that I was slightly disappointed (it looks exactly the same, how boring!), I became a little bit upset after typing the first message. I have read about the new keyboard’s contextual word suggestion, yet I wasn’t aware what that actually really meant. The phone happily suggesting words above the keyboard was distracting me from what I initially wanted to write. And I caught myself altering my intended sentence structure in order to go with a suggested option from the phone. That…read more

What A Priest Told Me About Lovemarks

Posted by in Advertising, Communication, Consumer

Two weeks ago I attended the wedding of my cousin. I expected to hear a lot about love and faith and relationships. What I didn’t expect was hearing about brands. Most of you have probably heard of the lovemarks concept, introduced by Kevin Roberts some 12 years ago. That book made me think about the power of brands and ultimately got me into advertising. Over the years I somewhat dreaded how everyone got obsessed with their brand having to become a lovemark – a brand people were loyal to beyond…read more

The Tinder Effect: How Tinder Robs Us Of The Highs of Dating

Posted by in Communication, Consumer, Technology

I have a friend who is on Tinder. And a few other dating sites and apps. They are working quite well for him. (Just to be sure: this friend is not real. He’s the sum of all the people I know – male and female – using such apps.) I’m not condemning Tinder or the likes. There are reasons why people are using it and I can actually relate to those reasons. That doesn’t mean I can’t be concerned about it. To understand my point, you have to consider Tinder as…read more

Drivers vs. Passengers: Google’s Driverless Car

Posted by in Consumer, Technology

Google unveiled a prototype of their driverless car – and the Internet goes all crazy about a simple, obvious fact: that the car doesn’t have a steering wheel or pedals. Why would it need any of the two? If you are committed to your idea, you’d follow it with as much rigor as possible. If the idea was a self-steering, self-driving car then why design it with a steering wheel? Or pedals? It would be compromising the very core idea. Steering wheels and pedals are needed by drivers. That’s why…read more

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Jelly is a Great Opportunity for Brands

Posted by in Brand Experience, Communication, Consumer, Technology

A little new app called Jelly sparked some interest among tech blogs yesterday. Their motto: Let’s help each other. I downloaded it and surprisingly it’s quite fun answering questions of your larger social network (friends of friends are included). People ask the community by uploading pictures of the „problem“ and add a short question. The interesting thing: most of the questions appearing in my feed where about problems related to consumer electronics (laptop keyboards, cameras, tech devices, etc.). Sounds like a decent and very simple opportunity for brands to actively…read more

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The Top 6 Things You Shouldn’t Waste Time On In 2014

Posted by in Advertising, Communication, Consumer, Social Media, Strategy

We all like compiling lists (just take a look into your Twitter feed, there should be a few of them zipping around at that very moment), so I figured I’d compose one of my own. Today, on the eve of an exciting new year, I present to you: the top 6 things you shouldn’t waste time on in 2014. 1. Content Marketing Remember Cannes 2013? Yeah, no one does by now. But as every year, the festival created a buzzword that was too charming to not be turned against ad land…read more

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