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Survey: If Your Child Wanted To Become A Planner…

Posted by in Strategy

I became a planner without wanting to become one. Almost accidentally. That’s nice because this way I never really had to deal with the challenge of „becoming a planner“. But what if there are people out there who deliberately want to become planners or strategists and don’t know where to start? That’s why I decided to set up a first short survey. Just to find out which agency planners consider a good place to learn planning. The survey is short, the questions – there are only two of them –…read more

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Brand and User Experience: The Rule of One

Posted by in Strategy

I’ve been attending an inspiring event held at fork unstable media in Hamburg recently. Karen McGrane (@karenmcgrane) and Josh Clark (@globalmoxie) have been talking about content strategy and mobile development. The following paragraphs are a wrap-up of what they said, what I think they said, and what I took away from those two hours. I won’t go into the details of what they said and will jump directly to what I think is the essence: the (brand and user) experience. Josh approached that conclusion from a developer’s perspective, defying seven…read more

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Two Questions on Brand Differentiation.

Posted by in Strategy

I have read a really interesting article dealing with the question if it might actually be more important for a brand to be interesting than being different. If I got it right, the author argues that research shows that people don’t really make differences between particular brands, marking the whole process of positioning and differentiating at least, let’s say, overrated. The article sparked to different questions in my head that I’ll try to bring together in the following paragraphs.   #1 What if it is a methodical problem? Without having access…read more

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Customers Catering to Customers

Posted by in Communication, Strategy

Converse is extending their campaign with a new sales approach onto Facebook. Users can design their own pair(s) of Converse and sell them to their friends and/or can even open their own store. Since the program only launches in the UK and US, I wasn’t able to try it, however, this post deals more with the underlying principle rather then the execution. With this app, Converse basically outsources risk. The risk of failing to recognize trends. The brand provides their customers with the infrastructure and technology (store & shoe) and…read more

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