Last summer I got on a train leaving Stockholm for Gothenburg. Together with freelancing project manager, planner and colleague Caroline Karlström I had a meeting set up with diving brand Poseidon. This was the start of a project where I truly had the opportunity to work with all aspects of branding and creative communication.
A dream project.
Ingvar Elfström, the founder of Poseidon back in 1958.
The Background
Back in 1958 this brand was founded by a young Swedish diver, Ingvar Elfström. Since then the brand has become famous for unique, different and great products. However over the last couple of years they’ve lost speed when it comes to innovation and marketing initiatives.
But then something happened. The company was bought by a small group of investors three years back. Headed by visionaire Kurt Sjöblom they set out on a journey – to develop the first ever automated rebreather for recreational divers.
This was why we were there. About a year from launch Kurt and his team felt they needed to do something about the brand. And after a successful meeting that actually started with me diving [click to continue…]
I spent far to much of my youth riding my snowboard, so getting me into MIT would probably involve both bribes and plastic surgery. But if I had, the MIT Media Lab is for sure the place to be if you wanna tap into the future for real.
Well, this morning when I browsed through the Shapeways blog I feasted my eyes onto the Fluid Groups latest vision for the future – a 3D food printer called Cornucopia. You heard me right. The 3D food printer.
This little beauty, yet to be seen in real life, will let you print your food. Get it? Cornucopia’s cooking process starts with an array of food canisters, which refrigerate and store a user’s favorite ingredients. [click to continue…]
This last year, 2009 has been a blast in many ways. Almost every day I’ve received interesting news from friends, other bloggers and my RSS feeds. Even thought we’ve seen one of the most severe economical downturns this year it seems advertising, communication and technology has been the business to be in.
Brands seem to have learned from the history and brand spend has rather gone up than down for a lot of brands. We’ve also seen Twitter and Facebook continue to grown faster than anything else on the planet and social media and open technologies has prospered due to that fact. The iPhone has continued to grow and Android is picking up it’s pace. Google has released lots of new cool products even though the Wave didn’t really become the clean double over head a lot of us expected.
Most brands have been looking for one-offs and as I look back at the 2009 Cannes Lions winners it strikes me that I can’t really remember one single campaign that stood out and changed the world of advertising. We’re slowly moving away from bought space to earned space, this is most certainly the reason why my brain plays these tricks with me.
I’m not gonna spend more of this post summing up 2009. Other people, papers, bloggers and personalities has done a great job doing this already. Instead let’s move on to 2010.
Click for a larger image
Here are the Brand and communication predictions for 2010 by Johan Ronnestam
REAL
This is more of a change in how we live, consume, work, advertise and communicate. We will of course use all technology available to become more real but we will strive to make things more realistic, true [click to continue…]
Formula one may be the most expensive sport in the world and only a few of us will ever steer one of those super cars. This season a lot of new rule changes has been implemented in order to increase the interest for F1. But how do we, the everyday people understand what those changes are all about?
This great video that I found over at Infosthetics takes you on a ride you wont forget. We’re seated along with F1 Red Bull racing team driver Sebastian Vettel who explains what the new rules are all about. While doing so he of course positions Reb Bull as a pretty cool racing team.
“We only got 8 engines per season, that means the engines has to last 3 races instead of 2”
I know. This girl isn’t really competing with real actresses…yet. But in 10-15 years time, powerful computers, 3D software as easy as textpad and downloadable models with different voices to go will become the must have tools for every Art Director out there who is looking to fulfil his/her new idea for a TV commercial.
ronnestam.com was voted Sweden’s first blog on Innovation, future trends and digital communication. It’s written by Johan Ronnestam. He's widely regarded as one of Sweden’s leading speakers and authorities in the field of modern creative and conceptual thinking and skill of innovating brands and their communication.
