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 […]
Tag: communications
in the story of your brand, you’re not the hero
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
schedule a call share it if you like it Share on linkedin Share on facebook Share on twitter Share on email 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 […]
customers are not your only stakeholders – except if you’re only chasing money
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.
are dutch direct?
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.
those who know nothing of foreign languages, know nothing of their own – J. von Goethe
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.
capital letters? we choose soft and sweet over loud and obnoxious – any time
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…
we don’t need words as much as we think
we tend to over-index on words. there are more human and universal ways to communicate what we mean, but many marketing professionals tend to overlook them much too often.
how Disney truly understands the difference between translation and localization
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.
ice cubes and pshit sounds
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.