Man kann auch nicht immer nur über Twitter, Social Media im Allgemeinen und GTD reden, dachte ich mir. Also habe ich mich ausnahmsweise mal hingesetzt und für das Barcamp Köln eine Präsentation über drei meiner derzeitigen Lieblingsmarken gebaut: howies, good und incase.
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Es gibt smarte Leute bei Avenua A | Razorfisch, der Mutteragentur von Neue Digitale. Z.B. David Deal, Marketing Director in Superhype » Blog Archive » Boy, did I screw up:
At a time when Forrester Research urges agencies to become more connected with consumers, marketing executives need to think like this: “Blog as much as you can to stay connected to the world around you. In all things, strive for balance. Don’t let your other work responsibilities interfere with your blogging, and don’t let blogging interfere with your other work responsibilities.”
Forrester’s new report, “The Connected Agency,” urges agencies to become active participants in consumer communities, not just observers. Employee blogging isn’t the answer to being a connected agency, but it’s an important part of having a real dialogue with your community, which leads to stronger consumer insight.
Ich kann die Aussage nur unterstützen. Mal sehen, wann die Erkenntnis bei der Tochteragentur ankommt…
McDonalds versucht mit seinen McCafes Starbucks das Wasser abzugraben. FastCompany beschreibt in einem Artikel, wie sie mit der Strategie vor allem sich selbst schaden:Competition: How McDonald’s Will Kill Itself Killing Starbucks.
Ganz interessant ist dabei auch der Einblick, wie eine FastFood/FastCoffee-Kete funktioniert.
Support your local coffeeshop!
Das Geheimnis von Apple liegt nicht im Detail, sondern im großen Ganzen. Deswegen scheitern Firmen, die sich nur ein Aspekt von Apple abschauen.
Apple: More Than a Pretty Face
To succeed like Apple, companies need to understand more deeply the consumer they are targeting. Apple recognizes that it can’t have everyone as its customer. It is willing to alienate some segments by appealing to a strong core of people that sociologists refer to as the Cultural Creatives. These are the people who wait in line overnight for the latest iPod or MacBook. Focusing on the Cultural Creatives in turn attracts followers who might not otherwise trust the brand.
Observe the next 10 people you see on the street with an iPod and ask yourself how many of them represent the Cultural Creatives featured in Apple’s advertising. One, maybe two? Address your core audience. The rest will follow. That’s how you sell 10 million iPods in one quarter.
In the hands of an artful company like Apple, design is the vehicle for driving meaningful, relevant experiences that are authentic to the brand. It’s not about paring product lines or making cool stuff. Done right, design can add value to the bottom line and the brand. Design done right goes beyond the appearance and behavior of the object itself. It takes the entire product ecosystem into consideration. Design done right sees technology as an enabler, not the solution.
Apple creates holistic experiences that inspire strategic partners like accessory manufacturers and content providers to build up the platform. Apple understands: It’s not about market share. It’s about mind share.
Johannes Kleske, 31, lebt in Frankfurt/ Offenbach, arbeitet als Stratege bei Neue Digitale / Razorfish, denkt nach über schlaue Städte, vernetztes Arbeiten und zukünftige Kommunikation, hat Spaß an gutem Essen, inspirierenden Medien und urbaner Kunst.