Turn Logic into Magic (5)

By Dominique Trempont, Guest Author Design an end-to-end customer experience. Designers tend to favor right brain thinking. People’s perception of a brand is also very much about right brain thinking. That is where magic takes place (or not).

Turn Logic into Magic (4)

By Dominique Trempont, Guest Author The success of Starbucks is outstanding. Howard Schultz recognized and understood what is a cafe in Europe: a safe place to meet, a place not be alone, an engaging staff, conversation, good drinks and simple food. He designed the customer experience in detail, executed and scaled. He came up with

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Gap’s Turnaround Strategy

Visualize the Banana Republic store. It has a few floors of merchandise. When you walk into this store, very little of this applies to you. You are a size 4 woman, dark haired, brown-eyed, olive-skinned. Your style is rather more professional and clean-cut, than much of the frills and laces that you look around and

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Turn Logic into Magic (3)

By Dominique Trempont, Guest Author Brand has become so crucial in the 21st century because our purchasing choices have expanded and we do not have the time or energy to compare every product or service. Furthermore, our buying decisions have become increasingly confusing: everybody copies everybody, everybody claims superiority and best value. Increasingly we base

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Turn Logic into Magic (2)

By Dominique Trempont, Guest Author A brand is a person’s perception about a company, a product and/or a service (support, training, customer service, straight service). It is emotional and personal: each of us decides to recognize a brand positively, negatively or not at all. A brand is what people say it is, not what a

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Turn Logic into Magic (1)

By Dominique Trempont, Guest Author Do brand and design matter? What is a brand, after all? Why has brand become so important these days? Why is it so difficult to build? How does brand relate to design? Ryan Air was launched in Europe 6-7 years ago to reinvent the airline travel experience.

Defying Google: Adify CEO, Russ Fradin (Part 16)

The discussion below is more specific to my own blog, and since I happen to be an Adify customer, I asked Russ some details about what are some of my options – current and future. I choose to publish it because I am sure there are other bloggers out there who would find this information

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Defying Google: Adify CEO, Russ Fradin (Part 15)

Strategy, market opportunity identification, positioning … all this good stuff apart, a successful ad network would require Adify to be able to execute in conjunction with the large media companies at many more levels of operational excellence. There, as per my own experience, so far, both Adify and Washington Post are only moderately acceptable. By

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