MetaMagazin 6

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.

Change must be visible

MM.6 speaks to Prof. Dieter Herbst

Markets have changed drastically over the past several years. Companies can adapt to these changes only by changing themselves fundamentally. A number of studies have shown that such processes can be successful only if they are accompanied by professional communication. Uli Mayer-Johanssen and communications professor Dr. Dieter Herbst talk about the role of visual communication in corporate change processes. 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 …

Corporate design is a process

Stations of visual branding at Volkswagen

It has now been more than ten years since Volkswagen asked MetaDesign to create a first-rate appearance for its corporate logo. What started as an initial adaptation of the logo to a new strategy has developed into a continuous corporate design process which included around 230 projects in the year 2006 alone. Time for a short overview of the foundations, the most important milestones and new challenges. More …