Nils Wollny, Managing Director Strategy at SinnerSchrader, described in his introduction at NEXT Service Design 2013 the three major shifts in brand strategy:
1. Positioning to Purpose: What is the brand’s role in people’s life?
2. Single solutions to fully integrated systems: How does this idea connect with other ones?
3. Move from Powerpoint slides to prototypes: You’re not just talking about theoretical methods, but actually building things. Try things out, build prototypes.