Archiv für die Kategorie ‘Brand Management’

The Business Model Canvas Explained

Samstag, 02. Juli 2016

How to get your customers “hooked”

Montag, 20. Juni 2016

EDEKA: Alles super(geil)

Sonntag, 23. Februar 2014

Otto hats vorgemacht, Edeka zieht nach und bewirbt seine Supermärkte und Produkte mit einem etwas bizarren Spot.
Im Ergebnis vielleicht laut etwas schrill aber herrlich unkonventionell und somit das 100%ige Gegenteil des typischen USP-Bla Bla Einheitsbreis. Nach anfänglicher Verwirrung gefällt mir das ganze nun richtig gut. Und wer dieser Friedrich Liechtenstein ist muss ich jetzt auch mal recherchieren…
Enjoy!

Smart Fortwo Offroad – fresh served from Cannes

Dienstag, 25. Juni 2013

The Business of Social – social media tracker 2012

Montag, 03. Juni 2013

Getting ready for Super Bowl 2013 – a look back at the best ads ever

Sonntag, 03. Februar 2013

Audi A7: Auto Pilot Car of the Future: who needs valet parking??

Dienstag, 15. Januar 2013

BMW's The Urban Driving Experience Challenge

Freitag, 19. Oktober 2012

BMW teamed up with Local Motors, an online community dedicated to mobility solutions, to crowdsource the search for new mobility trends and solutions that could be integrated in BMW and Mini vehicles in 2025.

Here is the intro trailer emphasizing BMW’s leadership role when it comes to automotive innovations:

Here the design brief video from BMW:

Learn more about the competition here:

https://forge.localmotors.com/pages/competition.php?co=77&tab=design-brief

The submission phase has just ended, now it is the crowd’s turn to vote for the most innovative and promising submissions until 23 October 2012. The winner will be announced 31 October 2012.

Sounds like an interesting competition and from a first glance at the submissions more than 400 ideas and concepts have been entered. Quite a good result in my eyes. I do not know how and where this competition was advertised (I only read abot it in an automotive blog) but looking at 400 submissions the right audience was reached via adequate channels and platforms.

Take a look at the submissions now and register to vote.

Some tips on how to use pinterest for business

Mittwoch, 25. Juli 2012

Etsy – the social marketplace for handcrafted goods

Donnerstag, 07. Juni 2012

Do you know Etsy?
Well, if you are into handcrafted items that reflect your personal style and can barely be found among the mainstream retailers, this is your place – as a seller and as a consumer. Or simply to get inspiration.
Etsy was launched in 2005 as an e-commerce website that focused on handcrafted items. A clear opponent to the shiny, fast-paced online fashion shops, etsy focused on the products with a more personal note, handcrafted by people like me and you. Etsy quickly became the place for all those undiscovered artisans who so far only had three possibilities to merchandise their goods:
1) open up a local shop – which often times was too big a step in terms of the fix costs or
2) sell their stuff on ebay. Well yes, you surely reach a big audience on ebay, but only if they find you. And often times ebay was not the appropriate platform for such goods since these were not yet brands that gave you a certain reference of quality but instead you simply had to hope the product is as good as it looked on the photos. However, the advantage of ebay is that it offers a gigantic marketplace and you are only charged if you sell anything.
3) open up your own online shop. This may make a lot of sense and costs should today be quite easy to control. However, here again, you may also have to invest into ad spending in order to assure people will find you. The web is huge and confusing.

I remember speaking to friends about the problems young German designers have when they try to sell their dresses, costumes, etc they had to design and create as part of their fashion design university curriculum. It takes a lot of effort and then in the end they ended up without an adequate marketplace to sell it. After some research, I found dawanda which does exactly this: sell unique products from small-scale producers, very often handcrafted. So there was no need to come up with such a marketplace since it already existed. And since Etsy was founded in 2005 it soon also entered the German market of course supported by what had by then already become a strong brand and the synonym of a marketplace for handcrafted uniques.

Today, 7 years since its foundation, Etsy has more than 15 million registered members and more than 875,000 registered sellers who have found on Etsy their personal storefront to sell their goods. And customers found an online marketplace where they can spend hours browsing through unexpected products from all over the world and also sharing them with their friends via facebook, twitter or pinterest. Since e-commerce projects can easily (well compared to traditional business models, I do know what an online rollout means!) be rolled out in numerous markets, Etsy is today present in more than 150 countries. That’s what you call a head start.

One thing I’d like to add: Since Etsy not only sells handcrafted items but also antiques or vintage products, this marketplace also profits from the current trend to invest in such goods. In a different product category such as cars we do see a very strong trend towards youngtimers and oldtimers which is clearly reflected in price increases of up to 10% per year.

Here is some insight into the technical side of Etsy and how it harnesses SlideShare (a little bit promotional though):