The Week in Business and Brands: April 10 – April 17

Each week, the Vivaldi team curates top stories around the web, from the biggest headlines in business to the most insightful opinions about brands. In our weekly roundup, you’ll find everything you need to keep up with what’s going down the week of April 10…

This week we’re focusing on the media industry – as the press put the spotlight on itself, with articles galore covering the massive transformation of media, and a few notable pieces such as Washington Post Executive Editor Martin Baron’s speech onJournalism’s Big Move: What to Discard, Keep, and Acquire in Moving From Print to Web”. Even the French pitched in with a view of the future of television in Europe. Continue reading The Week in Business and Brands: April 10 – April 17

Celebrating Sechseläuten in Zurich

As a global firm, we like to celebrate the holidays, traditions and customs of our local offices. For the third year, the Vivaldi Partners Zurich office had the pleasure of hosting family, friends and colleagues in the Swiss marketing, branding and media sphere for a celebration of the local “Sechseläuten” festivities.

The annual festival celebrates the passing of winter and the arrival of spring.Guests enjoyed scenic views of the festivities from the office balcony – guilds parade through the streets in medieval garb and to the tune of traditional song – and then a live stream of the culmination of  the festivities: the burning of the “Böög,” a giant artificial snowman (made of paper mache and filled with firecrackers), symbolizing the end of winter.

According to lore, the time between lighting the fire and the explosion of the head is believed to be an indication of the length and quality of the upcoming summer. To everyone’s disbelief, it took around 20 minutes until the “Böög” completely exploded (compared to 7 minutes the previous year), this could mean an extraordinarily gruesome, rainy and cold summer is awaiting us this year. However, the weather conditions the past few days have indicated the “Böögg“ might be wrong – we’ve seen sunny and warm days in Zurich and no sight of rain at all.

The Vivaldi team wishes you a beautiful and successful spring and summer!

The Week in Business and Brands: April 4 – April 9

Each week, the Vivaldi team curates top stories around the web, from the biggest headlines in business to the most insightful opinions about brands. In our weekly roundup, you’ll find everything you need to keep up with what’s going down in the world.

Varying perspectives on brand management were on display in this week’s press. A few feel-good testimonials focused on brands staying true to their promise: Daniel Lubetzky offers a personal account of KIND’s brand discipline and our favorite ice cream duo gives start-up entrepreneurs the inside scoop on their early success. Also heartening was how solid marketing and business development practices are allowing Google to enter the mobile telecom market.

More innovative is Xiaomi’s ambition of reaching world domination by hosting customer parties and social media. The approach seems taken from the HBR playbook from a few years back proclaiming that ”marketing is dead”. And yet there was the announcement that far from extinct, marketing is at the dawn of the next frontier, aka #MarTech, with a focus on optimization and personalization.

The pursuit of these many facets of brand management is just a reminder of how quickly the world is changing around us. As covered in the news, marketers today need to take into account the Birchbox effect as well as the impact of behaviors online and anticipate how their business will evolve once their industry has access to anonymized and aggregated information. All this while realizing that consumers don’t really want to talk to their toothpaste brand. Sometimes it calls for stepping outside of our digitally enabled world to reassess.

If technology is behind many of the changes to customer behavior, it is not necessarily the solution. Brands must understand how behavior affects expectations, values and ultimately, decision-making – perhaps enabling their understanding with the use of technology. And once effective systems are in place, marketers can then focus on making sure customers can’t live without their products. It should not be a surprise, really, that today’s best advertising doesn’t resemble advertising at all.

Make sure to follow Vivaldi on our Twitter and LinkedIn channels for all the updates, news and happenings.

San Francisco Meets Zurich

Zürich, Switzerland had an air of Silicon Valley last month as the worldwebforum hosted over 500 executives on the topic of “Digital Transformation & Leadership.” Key executives from companies such as Twitter, Swisscom, RedbareBull, and Paragon held engaging and vigorous presentations about the challenges and opportunities facing brands in today’s digital age. 

As a co-partner of the worldwebforum, Vivaldi Partners Group Founder and CEO Erich Joachimsthaler opened the event by putting a spotlight on Digital Darwinism and how to win with today’s customer.

Erich pointed out that digital transformation is consumer driven: “It is not technology that changes markets, but people!” With an empowered and always-on consumer, building brands in the digital age has changed fundamentally since the days of traditional marketing approaches. To be successful in the digital age, Erich suggests that brands have to adapt rapidly with a simple objective: solve the consumers’ problems and improve their lives.

Shortly after, the event’s keynote speaker and Co-Founder of Apple Computer, Steve Wozniak, took the stage. In an entertaining panel discussion, Wozniak addressed myths of Apple’s early days and the opportunities and risks in the brand’s new product, the Apple Watch.

The worldwebforum provided some thought-provoking insights and we were honored to participate in the discussion regarding the challenges and opportunities involved in facing digital transformation.

The Week in Business and Brands: March 28 – April 3

Each week, the Vivaldi team curates top stories around the web, from the biggest headlines in business to the most insightful opinions about brands. In our weekly roundup, you’ll find everything you need to keep up with what’s going down in the world.

While we usually start our news roundup with commentary on how the times are a-changin’… this week celebrates the return of the music album. And in another time-warping move, Jay-Z and his superstar friends are seeking ways to reverse the inexorable march towards free music in order to pocket the returns. But the digital transformation of the music industry isn’t slowing down and cash-poor fans can rejoice with the latest free apps, including a Tinder for tunes.

Another trend that isn’t relenting is the omnipresence of big data in the news and in our lives. Objects plugged into the Internet of Things are increasingly prevalent and will soon be powered by never-ending batteries. And companies like IBM are racing to make sense of the sea of data.

Used well, data helps uncover powerful insights into our daily activities and behaviors. This week’s news is full of innovations that emerged from understanding and finding ways of meeting consumers’ needs in novel and relevant ways:

  • Ever run out of laundry detergent because you keep forgetting to pick it up at the store? The Dash button may be just the right thing for you.
  • Now that the Dollar Shave Club has perfected one daily ritual, you might want to check out the next body part they can help you with.
  • On the days when you want to be extra safe driving your car, you’ll love the way Volvo is literally going above and beyond to protect cyclists and pedestrians.
  • Kickstarter studied user behavior and recognized that the relationship between funder and fundee doesn’t end with the financial transaction.
  • And Apple continues to make waves with its new healthcare platform and the promise to amplify the efforts of researchers and startups in digital health.

How to manage your organization to achieve similar results? We were intrigued by Brian Solis’ unfiltered opinion on the future of marketing and considered adopting the management system vouched by Zappos. But then we ended the week playing Pacman on Google Maps. We were caught looping around our office in NYC—more than a few times!

Make sure to follow Vivaldi on our Twitter and LinkedIn channels for all the updates, news and happenings.

Writing the next chapter in brand strategy.