All in opinion

Branding: A one-trick pony 🐎

As creative people, we are wired to keep things fresh, new and original. You probably know this feeling: "I should change my logo" or "Maybe I need a new approach". It's often times hard for us to keep 'repeating' things because we fear repetition and sameness more than a heavy storm on a Sunday morning. 

Ikea's customer based strategy in India.

I'm really fascinated by Ikea's move into India and how they used customer research to create a new strategy: "If we build it, they will come". Ikea furniture will be assembled by a team of people so Indian people at home do not have to do this anymore. Why? Ikea's research indicated that Indian people are not well acquainted with the concept of self-assembly furniture.