Baron on Tour: What comes after the over-staged illusory worlds?
Büro Baron, an agency specializing in identity-based brand management, is embarking on a small expedition. During his field research trip, Rolando Baron will hold discussions with companies, trend researchers, creative professionals, and scientists.
At the heart of this is the question of what comes after the era of over-staged illusory worlds. What do brands have to do in the post-advertising age to reach responsible customers? Baron's first stop is the furniture store Ikea, one of the world's most successful power brands, which is characterized by a high level of brand authenticity. Rolando Baron spoke to Carlos Friedrich, Head of Marketing at Ikea Switzerland. The interview is available on the new Online blog from Büro Baron. Further talks will follow.
Are you still advertising or are you already alive? Office Baron at Ikea.
