“Tech Tuesdays”

A letter to Logitech’s competitors

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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 >>

Target takes us home

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July 2015

Last week Target launched their new Open House concept store in San Francisco, an attempt to take the currently disparate parts of the world of the smart homes and home automation and try to make sense of them for the shopper. TWICE was invited to preview the new store the day before it opened. One thing became very clear as we toured this new approach; Target has completely reimagined the retail experience for these types of products.... more >>