Frontloading for Innovation

There is a widely spread conviction in innovation processes: companies seek needs in order to satisfy them with a new product or service. The creativity and efficiency of this approach is not only very limited, but most importantly it hardly yields any noteworthy innovations – most of the time it only brings incremental improvements. If you ask people what they…

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Brand and Culture as Creators of Identity

Companies often are especially successful when its employees stand behind them and can identify with them. A great and meaningful corporate vision can create the necessary framework for identification and orientation. It‘s an expression of "Why we do what we do“ as well as “Where we want to stand in five to ten years.“ But of course it is not…

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Realtime Metrics for Brand Managers

“Taking social data to the next level will be the next big advancement.
Instead of focusing on measures such as reach and participation, brands will begin 
to focus and act on the actual insights from such metrics.“ In 2003, the total volume of data produced by mankind comprised about five Exabyte. Today, the same amount of data is produced within less…

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