written by
Valeria Witsch
Valeria Witsch
Food for Thoughts
2018-02-14

The perceived unique

The perceived unique

Interview mit runtastic-Gründer Florian Gschwandtner über den Aufbau eines Start-ups ohne Investoren, den Verkauf an adidas und die Sorgen seiner Mutter.

Advertising in the era of the individual

People of today are desperate to assert theirindividualism but deep rooted in all of us is the need to belong to a widermovement. Successful international brands succeed in meeting both needs withproducts which feel like true one-offs but also offer mass appeal. Apple putstheir users at the centre of their advertising, for example, while at the sametime selling products which mean membership to an exclusive worldwide club.Brands flourishing in today’s society should show this higher purpose and alsooffer their users space to identify.

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