If everything seems under control, you’re just not going fast enough.
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branding Archive
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New Worlds
Posted on January 5, 2010 | View CommentsRecently in Amsterdam I stumbled across a book called ‘THE ISLANDERS: AN INTRODUCTION’. The book documents the first four years of work by Scottish artist CHARLES AVERY on his magnum opus project, which begun in 2004, describing a mythical archipelago populated by a dizzying mixture... -
OLIJF OLIE
Posted on December 30, 2009 | View CommentsO.LIJF O.LIE |, o’live oil; ‘ cuisine| noun, Dutch 1 an oil pressed from ripe olives, used in cooking, medicines, soap, etc. 2 Dutch product…. (?) Countries such Italy, Spain and Greece have long had their monopoly on the olive grape. We all know that,... -
What else? Participation!
Posted on November 11, 2009 | View CommentsThe biggest marketing hit of the last years would probably be Nestlé’s Nespresso. This concept grew because of its innovative character and a little bit because of ‘Mr. Nespresso’, George Clooney. But what does Nestlé have to do to keep this cash flow going on?... -
New & yummy!: Creative Destruction Fondue!
Posted on October 12, 2009 | View CommentsBefore I start – By giving this essay once again a title referring to food (for which I’m sorry for!) I’m participating on this little experiment that Wouter started out. We want to subliminally manipulate all Klatergoud.com readers to eat stuff while reading an article... -
Human Centered Branding
Posted on July 16, 2009 | View CommentsOne of my mentors, Erik Roscam Abbing (@roscamabbing, we’ve interviewed him once as part of our 18 minutes series) of Zilver Innovation has introduced the idea of brand driven innovation and now, based on his work with clients and teaching at the Delft University of... -
What Is Real Luxury?
Posted on February 19, 2009 | View Comments‘If you have to ask, you can’t afford it.’ There’s some truth to that overused maxim: What’s expensive to me may be mere pocket change to you. Yet we all want value for our money. Luxury goods are supposed to be far more than expensive:... -
How is luxury going to survive?
Posted on February 19, 2009 | View CommentsIt’s hard, but basically – it’s time to face the facts: In this global economic downturn, even rich consumers are taking a deeper look, and more carefully weighing purchase decisions – much to the discomfort of marketers worldwide. Every luxury brand fears the critical eye... -
Nalden on NALDEN.net
Posted on January 12, 2009 | View CommentsDiscovered Thoughts #2 from Alfredo Silva on Vimeo. Now in its 8th year of existence, NALDEN.net is an extraordinary blog (Rich Media Application) attracting thousands each day. Its owner, Nalden (1984), is an expert on youth- and online trend research. Nalden.net has many followers and... -
Ars Longa, Vita Brevis* – The Story of Mr. Brand
Posted on November 25, 2008 | View Comments(*Brands last forever, Marketing Directors don’t) Meet Mr. Brand. Mr. Brand once entered the market with a brilliant idea: he would solve all your problems and make you feel good. As time past, everyone got familiar with Mr. Brand. Everyone would trust Mr. Brands’ advice... -
The 5th P = Porn
Posted on November 24, 2008 | View CommentsRecently I’ve read an article about Adrian van Hooydonk, BMW’s brand chief designer. This Dutch-born designer raced up the ranks at BMW from his first job sketching cars at BMW’s Munich studio to become BMW brand chief designer in only 12 years. Van Hooydonk, now... -
Design 2.0
Posted on September 14, 2008 | View Comments18 minutes Klatergoud #1 from Rik Wuts on Vimeo. Erik Roscam Abbing is the founder of Zilver Innovation, a creative consultancy. He has coined the idea of brand driven innovation about which he writes on his blog and teaches a class at Delft University of...