About this Site

This is the personal weblog of Björn Ognibeni. I am a consultant for Digital Marketing Communications & Co-Founder of BuzzRank, living in Hamburg, Germany.

About me
About my work  

Blogpostings in English


Events I'll attend

OurSocialTimes Seminar: "Social Media im Kundenservice", 02.04.2014 in München


3. Deutscher Marketing-Innovations-Tag, 10.04.2014 in Nürnberg


re-publica 2014, 6.-8.05.2014 in Berlin


Marketing 2.0 Conference, 12. + 13.05.2014 in Hamburg


ADC Management Dialog Social in Berlin


Entries in English (23)


The perfect Brand Video for just about Everything

Last month, Kendra Eash wrote a nice little text for McSweeney’s, which contains everything a generic brand video needs these days. Now, Dissolve.com (a provider of royalty free stock video footage) took the text, added a voice over and a couple of HD clips from their archive - which look great, but mean nothing. Perfect fit.

The result is something that looks all too familiar: 

Are you still paying your agency insane amounts of money to come up with something similar? Why??

/via Amos


A Mobile Flying App that doesn't suck

A few weeks ago, I wrote a posting about how to build an airline website that doesn't suck. Now a small, but very international team from Hamburg, Amsterdam, Copenhagen, Vienna, Chicago and Palo Alto has put together a mobile app that doesn't suck: Flying - a promising little companion for anyone, who flies regularly...

How stupid was the Nokia / Microsoft Partnership really?

When Nokia-CEO Stephen Elop announced the exclusive partnership between Nokia and Microsoft in 2011 - abandoning all other options in favor of Windows Phone - he was Microsofts 7th biggest private shareholder! Since then he did a really fine job: making Nokia increasingly dependent on Microsoft, while driving down the purchase price of the company - in the end leaving Nokia with no other choice than handing over their consumer business for a few peanuts - killing the last European handset manufacturer left standing in the process... 
Mission accomplished, Stephen!
If you want to know how much of a strategic mistake the Microsoft partnership really was from Nokia's point-of-view, you can look at this chart or you can try the following thought experiment:
  • First: compare the hardware of the Lumia 925 with say the Samsung Galaxy S4 - design, build quality, camera etc. 
  • Second: imagine a world where Stephen Elop never left his windowless office in Redmond and Nokia has opted for Android instead of Windows Phone. 
  • Now: ask yourself where the Nokia brand would be today, if its only mission over the last 3 years would had been to build the best Android handset out there - competing only on the ability to produce really great hardware! 
Then you will become very, very sad! At least I did... #RIP #NOKIA
For more on that line of thinking, read the blog posting by Ben Thompson: "THE DEAL THAT MAKES NO SENSE" - which itself makes nothing but sense... 

How to build an Airline Website that doesn't suck

Nearly all travel websites I know suck... big time... Booking your travel usually is a real pain in the xxx... unfortunately...
But it doesn't have to be that way !
At least not if you look at this study from the digital design agency Fi.  They tried to imagine an airline website that uses all the magic of modern webdesign while focusing on a great user experience. And they came up with something that obviously doesn't suck at all... 

Is This The Future of The Airline Website? from Fantasy Interactive on Vimeo.

 You can find more details about Fi's ideas & concept on their website...

 #like #bigtime


Abercrombie & Fitch Gets a Brand Readjustment 

Last week Business Insider ran an article about Abercrombie & Fitch which mentioned the fact that the "teen retailer doesn't stock XL or XXL sizes in women's clothing because they don't want overweight women wearing their brand." To prove this they quoted the CEO Mike Jeffries saying...

"Candidly, we go after the cool kids. We go after the attractive all-American kid with a great attitude and a lot of friends. A lot of people don't belong [in our clothes], and they can't belong. Are we exclusionary? Absolutely."
That quote comes from a Salon article published in 2006. So it's pretty old. And the whole BI article doesn't contain anything new. But the 7 year old quote alone seems to spark a lot more controversy now than back then. Just check Google News for the reactions from mainstream media.
And now in the age of social media the reaction doesn't only come from traditional media outlets, but also from consumers - some are even trying to give A&F a "Brand Readjustment", with a little help from Youtube:
They ask people to donate A&F clothes to homeless people and tweet about it under the hashtag #FitchTheHomeless. If it works it turns A&F into The World's Number One Brand of Homeless Apparel !
Nice... ;-)


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