LKAB was founded in the 1890s and is one of the world’s leading iron ore producers. We helped them rediscover their soul: the LKAB spirit. We brought the Group together under a common brand identity and gave them the tools to continue as leaders. Today the new brand is easily recognizable on everything from cars to office interiors in Shanghai.
It has been possible to surf on your mobile for many years, but it’s only now that it’s actually become part of everyday life. 2011 saw a breakthrough for mobile users, and more and more of them are now using their mobiles to quickly get information about products and services. On many of our clients’ websites, mobile traffic increased by 400-500 per cent during 2011.
A successful mobile web is founded upon an adjustment of form and function to suit the conditions of the service the user has chosen. What needs do your customers have when they are on the move? Do they need to find a nearby shop, take a queue ticket or find the right phone number?
We recently completed a project for FM Mattsson, in which we focused on identifying the needs of users working in the field. By means of interviews and a field study where we followed installers on the job, we got a fair picture of the everyday challenges they face.
The result was a mobile web with functions specially adapted to both professionals and DIY people on the move – for example a service that helps you find a retailer using the GPS in your phone or another that provides you with an instructional video showing you how to sort out a dripping tap.
We are sad to say goodbye to our CEO Charlotte Laike. During her three years with us, she has taken Essen to a new level, culminating 2011 with a dynamic and cohesive team of 40 people passionate about branding. At the same time we’re exited and proud to see her become Head of Strategy and Corporate Development at Nordea and wish her all the luck in the world. We are also proud to announce our new CEO Alex Holmén, who is a Graduate Economist from the University of Gothenburg School of Economics and has been a strategist at Essen since 2010 and part of the management team since 2011.
Until today it has only been possible to register a domain name within a certain number of Top Level Domains (TLD) such as: .com, .org, .se etc. As the result of long and intense discussions, from today and for the next three months it will be possible to register nearly any word, generic term or brand as a new TLD.
The new system, while offering exciting opportunities, imposes considerable responsibilities on those who choose to register. Registering a generic term or your own brand as a TLD means that you will be running your own registry business and controlling the second-level domains sorted under your specific TLD. The application process is enormous and requires large investments e.g. application fee 185 000 USD, yearly fee 25 000 USD.
It is still uncertain whether this is going to be a success or not, and to what extent the growing number of new TLDs might create confusion for Internet users. If you want to learn more about the new system or find out how to prevent your brand from ending up as someone else’s TLD, please contact one of our legal experts at legal@essen.se or call +46 8 503 001 00.
We welcome 2012 and Felicia, our new Brand Strategist. After completing her studies in Media and Communication at Södertörn University in Stockholm, Felicia was active for four years at Henrik Nygren Design.
We are really quite fed up with all the forecasts for 2012. We feel energized and optimistic for a great and progressive 2012. So, from the bottom of our hearts, we would like to wish you a big and fuzzy Merry Christmas and an Optimistic New Year!
