Mindblown: a blog about philosophy.

The challenge Filling a covid-shaped hole Like many international B2B companies, the Triott Group has always relied heavily on trade shows, events and exhibitions to get together with customers, prospects, partners and suppliers. Personal relationships are an essential part of doing business in the global feed industry – but 2020 saw Triott’s sales & marketing…

The challenge Translate vision into an effective campaign Hitachi delivers innovations that answer society’s challenges, as summarized by their slogan: “Inspire the Next”. The group’s European medical systems division needed a broad campaign architecture that translated this vision into a practical and consistent campaign style that stood out from the pack while being flexible enough to be…

The challenge How to create brand synergy? Ottevanger is one of the world’s leading milling engineering companies in the animal feed segment. This fast-growing family-run business has spent several years on the acquisition trail, buying seven complementary companies and extending its production technology expertise into food and other emerging business areas – across all corners…

The challenge Creating one brand for a complex organization UWV, the Dutch public employment service is a very complex organization with a broad and diverse range of legal duties – not least guiding the unemployed into work. The challenge for UWV was that its image was understandably muddled and strongly determined by the individual parts…

The challenge How to implement in a non-hierarchical organization? UWV, the Dutch public employment service, is a large matrix organization with a fairly flat structure. Divisions and districts often have their own approach. Yet UWV wants all units to be recognizable to everyone as one UWV. To achieve that without top-down orders (which are highly…