medium.rare

„Find out what the real problem is, understand why that’s the real problem“

Rob Campbell

3
Read More

The Misguidedly Targeted Flyer

Posted by in Advertising, Brand Experience, Communication

Every now and then a little piece of direct marketing gets lost in my mailbox. This particular time it was a flyer from an online retailer where I had bought some technical accessory for a washing machine a while ago. They offered me a 10 EUR discount code for my next purchase. On the front page of the flyer: a blonde woman in a winter coat. The guys in the marketing department there know my name (a common first name for a male in Germany) and they have my one dimensional purchase…read more

„We have to become more obsessed by the outcome we create rather than the output we make.“

0
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

Why Innovation Really Eats Strategy For Breakfast.

Posted by in Innovation, Strategy

It happens not very often, but every now and then I stumble upon an article that is pretty much complete bullshit. Usually, you discover at least something valuable in an article. Not this time. In his piece „Why innovation eats strategy for breakfast“, Josh Linkner argues that…well, that innovation beats strategy, because innovation changes the game while strategy only optimizes „current resources and conventional wisdom“. I couldn’t agree less. Innovation is changing the game, yes. And obviously a change in the game sometimes calls for an adjustment of strategy. But…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

0

A 20 Minute Sprint Through Digital Age

Posted by in Strategy, Technology

I sincerely recommend watching Scott Galloway’s talk at DLD NY about the winners and losers in the digital age. He ratters through his speech like a machine gun, but most of his words make a clear point. He observes an increasing visualization of content, not only on the web but everywhere, and consequently declares Instagram the big winner and likable new king in the realm of Social Networks. He suggests that Apple will make the shift from tech company to luxury brand within the next years and points to the…read more

0