Das Kundenmagazin der Andreas Messerli AG ... - Messerli3D
Das Kundenmagazin der Andreas Messerli AG ... - Messerli3D
Das Kundenmagazin der Andreas Messerli AG ... - Messerli3D
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Lifestyle statt blosses Produkt – die Markenwelt hat einen sichtbaren Wandel vollzogen.<br />
Foto: Marco Blessano Foto: Marco Blessano<br />
English Summary<br />
“A new era is dawning in the brand<br />
world” by Pius Sidler, Partner at<br />
McKinivan Moos and corporate and<br />
brand consultant.<br />
If you or<strong>der</strong> a cup of coffee with<br />
milk nowadays, you are behind<br />
times. It’s called a latte these<br />
days and more popular than ever.<br />
Starbucks, established in 1971,<br />
could be consi<strong>der</strong>ed a trendsetter<br />
in our business. In the process<br />
of supplying the USA with decent<br />
coffee, the company has elevated<br />
the consumption of coffee to an<br />
entirely new level. Starbucks has<br />
taught us how to achieve higher<br />
margins and open up new markets.<br />
We are well advised to go beyond<br />
the functional use of our products<br />
and turn them into a whole new<br />
experience for our customers.<br />
Opportunities to cultivate new relationships<br />
and develop innovative<br />
ideas abound, not only in the consumer<br />
goods industry. Two examples<br />
come to mind: Why are we<br />
left cold by insurance companies?<br />
Why are they unwilling or unable to<br />
look more attractive by portraying<br />
themselves as a helping hand,<br />
concerned about our future? Why<br />
are pinstriped private bankers<br />
hiding behind heavy furniture and<br />
even heavier carpeting? Would<br />
their clientele be put off by a more<br />
contemporary design, which has<br />
come to be expected in boutique<br />
hotels? Wouldn’t their client relationships<br />
benefit from a more<br />
relaxed atmosphere?<br />
What does this mean for those<br />
engaged in the live communications<br />
of tradeshows and events? There<br />
is good news and bad: First the<br />
good news: If we are able to convey<br />
our messages concisely, corporate<br />
funds will continue to flow in. The<br />
bad news is that more and more<br />
companies will invade “our” market,<br />
offering more restaurants, more<br />
flagship stores and brand lands<br />
along with colorful commercial<br />
adventures. The movie and gaming<br />
industry will develop more fascinating<br />
virtual experiences, and we<br />
will find it difficult to keep up<br />
with the tools we have available.<br />
New partnerships will spring up,<br />
competing with us, and therefore,<br />
the way out of the dilemma for<br />
our industry means expressing our<br />
messages even more succinctly<br />
in the three-dimensional space and<br />
timelines of our world. We have<br />
to turn into designers of feelings<br />
and sensations to be able to<br />
hold Hollywood, Nintendo and all<br />
the other mo<strong>der</strong>n heroes at bay.<br />
15..........
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