Levi Strauss: Submit Your Brand To a Torture Test!

Levi Strauss Horse Power

What is your brand story? How to find an intriguing positioning, relevant and differentiated to your target group? Let’s have a look at one of the earliest brands at all, Levi Strauss.

Invented by Levi Strauss & Co. in 1873, the first denim work pants with copper rivets entered the market. The iconic trademark was first used in 1886, since the patent was only to protect the brand until 1890, when competitors were expected to enter the denim market. As such, Levi’s found a great way to communicate it’s original and quality positioning.

“Using this trademark was a way of saying not only that we created the first jeans but also that our jeans were the strongest and most durable.”

To any marketer in search for positioning options, there is a great tool, which is called Positioning Roulette by Ulli Appelbaum. In the case of Levi’s, there are actually various items to pick up on:

Check!

Jasper James: City Silhouettes

city silhouettes

Jasper James is a Beijing based photographer, also working in Shanghai, and has lived and worked in New York and London shooting editorial, advertising and corporate work. This really nice set of double exposure shots shows people as heart of the cities and urban environments, where they live in.

http://www.jasperjames.co.uk

airbnb: Never A Stranger

Nextgen Studie: Digital Natives unter der Lupe

Digital Natives

“Leere Marketingstorys und Spielereien werden von Twens sekundenschnell entlarvt und verweigert.”

SinnerSchrader und das rheingold Insitut haben jetzt die Digital Natives in einer Studie einmal näher unter die Lupe genommen. Und dabei Unterschiede zwischen Twens, Teens und Kids in ihrer Grundhaltung zu Digitalen Medien und Marken herausgearbeitet.

Wichtig: Es steigen nicht nur die Anforderungen an Digitale Marken hier echten Mehrwert zu bieten. Auch für die Digital Natives selber birgt die schöne neue Welt der Multioptionalität ihre Tücken bis hin zur Handlungsunfähigkeit.

Hier zentrale Erkenntnisse zu Twens und Teens:
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