Strategist creating distinctive love brands that will shape the future and impact the lives of many. Working with ❤️and 🚀 attitude | Ex-Zalando | Ex DrSmile.
Written in the bathtub while listening to a record. Guess which one ;) A brand that does not inspire and invite you to dream today has not recognized the seriousness of the times. It usually starts with the briefing. During the first scan, it quickly becomes clear that someone is once again trying to create the egg-laying wool-milk sow. There are then two scenarios for how to react and proceed. The busy bee simply rewrites the briefing a little without any critical reflection, adds some "insights" and then briefs the creatives directly, who have usually already switched to "I couldn't care less mode" in advance and respond with bitter irony paired with sarcasm and develop two "creative" routes, which are then presented to the customer. We all know what that amounts to. An expensive, huge 0 is created and unleashed on humanity. Yes, exactly, a "zero". It is the absolute biggest goal that is being worked towards. Do nothing wrong, have everything somehow taken into account, a tick is placed everywhere. That makes us "safe". And that's basically what it's all about: safety. Safe that I won't get into too much trouble, that I'll keep my job, that I might even get my next bonus. This safety-oriented behavior is fueled by resignation. And this is usually triggered by superiors in the first place. The fish stinks from the head. The second option is to completely crumple up the briefing and throw it straight into the wastepaper basket. That was the only purpose of the briefing: to let the account director play Michael Jordan or Koby for a few seconds. Thank you. Then they sit down with the client and discuss one question: what's the problem? This second scenario sounds catchy, but it hardly ever happens. Self-confidence, clear, progressive and creative thinking. These characteristics nourish the very attitude that is so often missing. And that's why all these slick ‘brands without attitude’ communicate so much and say nothing and reach no one, let alone put them into dream mode. It is clear to all of us that it is precisely the ambiguity, the blurriness, that arouses our interest. And it is precisely in these times that it is our job to inspire people and even invite them to dream. This is your time to shine. More risk, please. More otherness, more courage to be ambiguous and blurry. More attitude. More focus on the less. More courage for friction. More courage for discourse. More courage to dream. You may say I'm a dreamer, but I'm not the only one.
