Issue 37 / 4th Quarter 2013
Focusing on customers is a theme that runs through issue 37: eBay CMO Richelle Parham explains the ecommerce giant’s renewed focus on visual discovery and product stories .
Our case study features sportswear challenger Under Armour and documents how a canny mix of innovation and marketing has allowed it to take on Nike at its own game.
That focus on customers, and digital brand building are explored in our second case study on Garanti. The Turkish bank’s integration of technology and product is crucial to creating customer-focused services that differentiate the brand in a highly-regulated, competitive marketplace.
Our Wildfire interview for this issue is with Motorola Mobility’s head of R&D Regina Dugan. The ex-Program Director of the US defense department’s R&D agency, DARPA, talks about engineering radical innovation, spatial storytelling and the rise of hardware hacking.
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