MetaMagazin
We live in a time of rapid change. For companies and the business community as a whole, this change means constantly evolving conditions in globalized markets and far-reaching consequences for people and society. Our clients are also facing new challenges. They must find effective ways to present their brands in fiercely competitive global markets. They must engage with foreign cultures and cope with change from within. The following articles discuss some of the ways companies and markets are evolving.
In interviews, articles and workshop reports, MetaMagazin takes a look at the diverse developments and new ideas in the fields of corporate identity, branding and corporate design.
A brand is a brand is a brand ...
Branding and cultural context: Figures and numbers, shapes and colors, names and sounds—all these things trigger different associations in different cultures. Hence brands that employ these elements will be perceived differently in different regions—and quite often misunderstood. More …
“3…2…1… mine!”
Did you know that, according Nelsen Research, internet users in Germany spend 18.4 percent of their time online at eBay? Every two seconds someone purchases a car part, every two minutes a laptop changes hands and every ten minutes an electric guitar goes under the virtual hammer. The “3…2…1… mine!” feeling fascinates 24 million registered users in Germany alone. Without a doubt eBay is one of the few truly successful business models on the world wide web. The idea of an online market has conquered the world since its beginnings in California. More …
A 360° look at brands
A retail study gives new insights into retail branding
A retail branding study examines the brand images of supermarkets, discount grocery chains, drugstores, consumer electronic stores and DIY home-improvement markets – five in each category from an expert’s point of view. We take a closer look at the MetaSpotter® method and what it reveals about German grocery chains. What effect does focusing only on price have on a brand’s image? More …
