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.
A brand is a brand is a brand ...
MM.6 speaks to Rupali Steinmeyer
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 …
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 …
