the beauty of small innovation as I was scrolling through my social media feed one day, I stumbled across a news update from Dutch nursing company, Buurtzorg. they are one of those interesting businesses I like to keep an eye on from time to time (and if you have read Frederic Laloux’s Reinventing Organizations, then […]
in the story of your brand, you’re not the hero a while back, I learned that a strong enemy could strengthen your brand. the example that was given at the time was Pepsi versus Coke. and it seemed to make so much sense. many good stories have a hero and a villain, right? so when […]
using the “metaphor of you” to explain the differences between product, brand, branding and marketing “brand” is one of those overused buzz words in the business and marketing world. and in my experience, most people use it to mean “company” or “product”, but not “brand” in its true meaning. some even use it because it […]
at the make sense academy, we have identified eight different groups of stakeholders that you should keep in mind when designing your brand strategy. if you thought the only one that mattered was your potential future customers, don’t be surprised if your brand doesn’t go anywhere. you might sell products on a short-term basis. but you will not build a strong brand in the long run.
when it comes to emotions, opinions, preferences and many other things, they are matters of perspective. most of our thoughts are relative to who we are, where we are, where we come from or grew up. and it is by exposing them to different perspectives that we can better understand our own unconscious biases or implicit stereotypes.
no language is better than any other. just like no culture is better than the other. they are different, value different things, structure things differently. they all have their own logic and weirdness. and it is by comparing them that those become obvious, and that you can get to better understand your own, and how it impacted who you are and how you think.
in this overwhelming world where everyone seems to be shouting for attention, softer and more intimate can be welcome. no need to shout if you build a message that is actually welcomed or content that actually matters…
there is a big difference between being available in a different language, and having a true and deep meaning for someone who happen to have a different way of expressing themselves and looking at the world.
even digitally, our senses can be engaged. some brands protect characteristics like strategic sounds or visuals, like the pshit of a bottle opening or the jingle of ice cubes.