May 5-6, 2014

bcc Berlin

days to go.

This is the new normal


The Three Big Shifts in Brand Strategy

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.