“Research & Insight”

A letter to Logitech’s competitors



August 2015

When a company makes major changes to its brand it usually signifies a strategic shift in direction. This can be triggered by numerous things, from entering new markets, to competitive positioning, to reinvigorating sales by appearing "new." Whatever the reason, it impacts their competitors. In the case of Logitech, their recent rebranding is made more significant because they are a leader in so many categories, from peripherals, to mobility and gaming. If Logitech applies the same Designing Thinking across all of their categories, the way they are starting with the Blok iPad cases, their competition will be left scratching their heads while they lose market share.... more >>

Tech Retail



December 2014

The Consumer Tech retail channel is as massive as it is competitive. Products and brands that seem to take over the market one year can disappear the next without a trace. Every year at the Consumer Electronics Show 150,000 people converge on Las Vegas just to get a glimpse of some 20,000 new products that will hope to filter down into a store near you. For those that successfully make it into your hands and then to the cash register, product packaging is where the “rubber met the road.”... more >>

Social Sabbatical: Episode I



December 2014

See, over the past ten years I’ve developed what I would describe as a galactically robust addiction to a whole host of social networks. I’ve got LinkedIn for my “professional face,” Facebook for keeping tabs on my friends and acquaintances, Twitter for my quick thoughts and observations, and Instagram for my visual life, and those are just the main ones. I realize that I’m that guy who is constantly zoned out while staring at his life through the small window of a phone, and I absolutely hate that.... more >>

Tech Recon: Be true to your shelf



November 2014

In general, the consumer tech industry is run by engineering and sales types. Not a shocking revelation I know, but the public wants to believe that at the helm of every company sits a visionary “Steve Jobs” type challenging the status quo in their tireless quest to make the world a better place. It’s a nice thought, but when you consider some of the missteps we see while walking the aisles of Consumer Tech retail it would appear that the reality of the situation is quite the opposite.... more >>