business Strategy

July 7 2025

The Instagramification of Everything

Kredo Marketing Branding, Marketing, Psychology, Social Media business Strategy, future, manipulation

Hey feed-surfers—

Have you noticed how everything looks like it’s trying to be… liked?

Coffee shops. Book covers. Packaging. Logos. Even cities.

We’re living in the golden age of “Instagramification”—a culture where every object, product, and experience is filtered through the logic of the grid: sharp lines, muted colors, sans-serif fonts, and photogenic shadows. Aesthetics optimized for scrolling. Not for meaning.

And that’s a problem.

When Form Devours Function

Go to any newly opened café in Paris, Milan, or Düsseldorf. Chances are it features terrazzo countertops, arched mirrors, plants in clay pots, and just the right hue of beige. It’s not that it’s ugly—it’s that you’ve seen it a hundred times.

What used to be local flair has turned into global sameness. A kind of aesthetic monoculture. Architecture, once contextual and expressive, is now often guided by how good it looks in a reel. Just like food, furniture, hotel lobbies, and even churches.

The logic is clear: if it photographs well, it spreads well. If it spreads well, it converts.

But what are we losing in the process?

The Instagram Brain

Psychologically, this shift has deeper consequences than we think. Studies in cognitive neuroscience suggest that our brains are increasingly wired to favor pattern recognition over substance digestion.

That is: we scroll faster, we judge quicker, and we remember less.

This is especially problematic in marketing. When visual branding relies too heavily on surface trends, brands begin to blur. They become pretty but forgettable. Studies show that the average brand impression lasts less than 2 secondsin a social scroll.

If your brand looks like the last ten your user saw, congratulations—you don’t exist.

And there’s more.

A 2022 paper from the Journal of Consumer Psychology notes that overly aestheticized product design creates what researchers call “cognitive friction”—when form overshadows function, users feel confused, even anxious. They hesitate. They churn.

But… Who’s It For, Really?

This aesthetic obsession is also an economic paradox. A company spends months designing a new app interface, storefront, or brand campaign. It wins awards. It gets reposted. But it doesn’t sell more. Or worse, it alienates the audience that actually pays.

Because here’s the catch:not every user is on Instagram. And even among those who are, not everyone values the same visual codes. In trying to please the algorithm, many brands stop speaking to their core audience.

They start designing for designers.

This disconnect is not just theoretical. Look at the countless rebrands that backfire because they swapped character for “modernity.” Think Tropicana’s infamous packaging redesign in 2009, which led to a 20% drop in sales—roughly $30 million lost in a few weeks.

Why? Because the new design looked cleaner… but felt generic. Customers didn’t recognize it. So they didn’t buy it.

A Counter-Example: Vitsœ in Germany

Let’s stay in Europe.

Vitsœ , the German-British company that produces Dieter Rams’ modular shelving system, has resisted this aesthetic contagion. Their branding is borderline anti-Instagram: minimal but not trendy, calm but not sterile. Their website feels more like a personal letter than a showroom.

Yet they have a cult following. Not because they shout louder—but because they whisper consistently. Their whole ethos is long-term thinking: sustainability, timeless design, slow consumption. And customers respond. They don’t just buy a product—they buy into a philosophy.

This is key: when everyone else is screaming visuals, a clear voice cuts through.

So what’s the cost of aesthetic conformity?

In economic terms:wasted budget. High design costs, low return.

In psychological terms: decision fatigue, shallow engagement, short-lived loyalty. In strategic terms: a brand that can’t differentiate itself.

Brands need to stop designing for screenshots and start designing for resonance.

Because in the end, likes don’t equal loyalty.

Tips for De-Instagramifying Your Brand

Audit your visuals — Does your website, packaging, or content look like a Pinterest board from 2021? Be honest.
Reclaim your voice — What does your brand sound like? If you took away all visuals, could someone still recognize you?
Design for use, not likes — Ask: does this asset help my user do something better? Or just look good?
Stay rooted in your story — Before choosing a style, revisit your why. Aesthetics should express it, not replace it.
Test with outsiders — Get feedback from people who aren’t designers or marketers. If they “get it,” you’re doing it right.

There’s nothing wrong with beauty.

But when everything is optimized for optics, we risk building a world of brands that look alive but feel empty.

So here’s a better goal: design things that matter in feeds and in minds.

Because your job isn’t to go viral. Your job is to be remembered.

Until next time, stay sharp.

Alex

Want to escape the scroll-driven marketing trap?

Let’s design strategies that actually stick. 👉 www.kredo-marketing.com

May 21 2025

Decoding the Cognitive Biases Hijacking Your Business Brain

Kredo Marketing Business Strategy, Economics, Marketing, Psychology behavioral economics, business Strategy, manipulation, Marketing

Hey there, business enthusiasts! I’m thrilled to have you back for another exciting dive into the world of business strategy and psychology. This week, we’re peeling back the layers on cognitive biases—those pesky mental shortcuts that can trip us up and lead us astray. Whether you’re making high-stakes investment decisions or just trying to pick a restaurant for dinner, understanding these biases can help you navigate the world with a sharper, clearer mind.

Ready to boost your decision-making skills?

Let’s get started!

+++ Article Roadmap +++

The Giants of Behavioral Economics
Anchoring Bias: The First Number Sticks
Overconfidence Bias: The Dot-Com Bubble
Confirmation Bias: The 2008 Financial Crisis
Authority Bias and Availability Heuristic: Everyday Examples
The Giants of Behavioral Economics
Mitigating Cognitive Biases: Practical Steps

The Giants of Behavioral Economics

Daniel Kahneman and Amos Tversky revolutionized our understanding of decision-making with their work on prospect theory. Kahneman’s book, “Thinking, Fast and Slow,” delves into the dichotomy between our fast, instinctive thinking and our slow, deliberate thinking. This book is a treasure trove of insights into how our minds work, revealing why we often make irrational decisions even when we believe we’re being rational.

Richard Thaler, another giant in the field of behavioral economics, introduced the concept of nudges—subtle changes in the environment that can lead to better decisions. In his book “Nudge,” co-authored with Cass Sunstein, Thaler explores how small interventions can help people make choices that are in their own best interests without restricting their freedom. For example, automatically enrolling employees in retirement plans (with the option to opt-out) significantly increases participation rates compared to requiring them to opt-in.

Let’s now see what are the main cognitive biases we encounter in everyday life and in business.

Anchoring Bias: The First Number Sticks

Have you ever found yourself irrationally fixated on the first price you hear when shopping for something, like a new car or a house? That’s anchoring bias at play. Anchoring bias occurs when individuals rely too heavily on the first piece of information they receive (the “anchor”) when making decisions. This initial information unduly influences their judgment and decision-making, even if subsequent data suggest otherwise. Let’s see an everyday case.

Shopping for a Car

Imagine you walk into a car dealership, and the first car you see is priced at 25,000€. This price sets an anchor in your mind. As you continue shopping, even if you find a similar car priced at 22,000€ the initial 25,000€ tag sticks with you, making the 22,000€ car seem like a better deal than it might actually be. This skewed perception can lead you to make suboptimal financial decisions based on the anchored price, rather than evaluating each option on its own merits.

Anchoring bias doesn’t just affect shopping decisions; it can have significant implications in the business world, particularly in negotiations, pricing strategies, and financial forecasting. For instance, during salary negotiations, the first number put on the table often sets the tone for the entire discussion. If a job candidate anchors high, they might receive a better offer than if tlhey had started lower.

Real-Life Business Scenarios

Negotiations: In mergers and acquisitions, the initial offer can set an anchor that skews subsequent negotiations. If a company is initially valued at $1 billion, all further discussions and counteroffers revolve around this anchor, even if a thorough valuation suggests a lower price.

Marketing and Pricing: Retailers often use anchoring to their advantage by displaying the original price next to a discounted price. Seeing that a jacket was originally $200 and is now $120 can make the deal seem more attractive, even if $120 is still a significant amount to spend.

Financial Forecasting: Analysts might anchor their predictions on past data or initial forecasts, potentially leading to inaccurate future projections if they don’t adequately adjust for new information.

Strategies to Counteract Anchoring Bias

Awareness and Education: Being aware of anchoring bias is the first step in mitigating its effects. Educating yourself and your team about this bias can help you recognize when it might be influencing decisions.

Deliberate Delays: Taking a step back and deliberately delaying a decision can provide time to consider other information and perspectives, reducing the impact of the initial anchor.

Use of Objective Data: Relying on objective data and multiple information sources can help counteract the influence of an initial anchor. For example, in salary negotiations, consider industry standards and multiple job offers rather than just the initial number.

Scenario Analysis: Conducting scenario analyses can help you explore different outcomes and perspectives, reducing the weight of the initial anchor in your decision-making process.

Consulting Diverse Opinions: Seeking input from a diverse group of people can provide different viewpoints and reduce the influence of anchoring bias.

Overconfidence Bias: The Dot-Com Bubble

In the late 1990s, the tech industry was booming, and everyone wanted a piece of the pie. Investors were swept up by overconfidence bias, convinced they could predict the market’s next big thing. Initial high valuations (anchoring bias)set unrealistic benchmarks. Companies with flimsy business models, like Pets.com, were suddenly worth millions—until reality hit, and the bubble burst.

The aftermath? Trillions in lost value, numerous bankruptcies, and a harsh lesson in how biases can skew market perceptions.

Strategies to Mitigate Overconfidence Bias

Seek Feedback: Regularly seek feedback from trusted colleagues or mentors to gain an external perspective on your decisions.
Acknowledge Uncertainty: Recognize and accept the inherent uncertainty in predictions and decisions.
Break Down Decisions: Divide large decisions into smaller, manageable parts to evaluate each component more critically.
Historical Analysis: Study past decisions and outcomes to understand where overconfidence may have led to mistakes.
Risk Assessment: Conduct thorough risk assessments and consider worst-case scenarios.

Confirmation Bias: The 2008 Financial Crisis

Fast forward to 2008, where confirmation bias played a starring role in the financial meltdown. Financial institutions cherry-picked data to support the stability of mortgage-backed securities, ignoring contrary evidence. When the housing market collapsed, it triggered a global economic crisis. The crash exposed how dangerous it is to ignore dissenting data, showing the devastating impact of collective cognitive biases on a global scale.

Strategies to Counteract Confirmation Bias

Actively Seek Contradictory Evidence: Make a deliberate effort to seek out information that challenges your current beliefs or hypotheses.
Diverse Teams: Encourage diversity in teams to bring in different perspectives and reduce groupthink.
Devil’s Advocate: Assign someone to play the role of devil’s advocate in discussions to question assumptions and highlight potential flaws.
Pre-Mortem Analysis: Conduct pre-mortem analyses to identify potential reasons why a plan might fail.
Blind Review: Use blind review processes to evaluate ideas and data without knowing the source.

Authority Bias and Availability Heuristic: Everyday Examples

Picture this: You’re at a restaurant, struggling to choose between the steak and the salmon. The waiter suggests the chef’s special—suddenly, your decision feels easier. This is authority bias—trusting and following the advice of perceived experts. Or imagine scrolling through social media and seeing ads for a gadget you’ve been eyeing. Suddenly, it seems like everyone is talking about it. This is the availability heuristic in action, where the frequency and recency of exposure make the product seem more popular and desirable than it might actually be.

Strategies to Mitigate Authority Bias and Availability Heuristic

Question Authority: Always question and verify the advice or recommendations from authority figures, no matter how credible they seem.
Research Independently: Conduct your own research to gather multiple sources of information.
Diversify Information Sources: Rely on a diverse range of information sources to get a more balanced view.
Reflect on Decisions: Take time to reflect on your decisions and the factors that influenced them.
Awareness Training: Engage in training sessions that highlight common biases and their impact.

Understanding cognitive biases isn’t just a theoretical exercise—it’s a practical tool that can drastically improve your decision-making in business and life. By being aware of these biases, fostering diverse perspectives, using structured decision-making processes, leveraging technology, and conducting pre-mortem analyses, you can mitigate their impact and make more rational, informed decisions.

For those eager to delve deeper into this topic, “Thinking, Fast and Slow” by Daniel Kahneman, “Nudge” by Richard Thaler and Cass Sunstein, and “Predictably Irrational” by Dan Arielycome highly recommended.

These books offer profound insights and practical advice on navigating the complex landscape of human decision-making.

Thanks for joining me in this exploration of cognitive biases and the market. Stay tuned for more insights and hacks to boost your business acumen in next issue of “Business Hacks & Theories”!

With Love

Alex

April 29 2025

Why Logos Will Become Obsolete in the Next Decade

Kredo Marketing Branding, Marketing brand identity, business Strategy, design, future, logo

Hey brand builders—ready to rethink everything you thought mattered?

For over a century, the logo has reigned supreme. The golden arches. The swoosh. The bitten apple. The assumption has been simple: your logo is your identity. But what if that’s no longer true? What if logos—at least as we know them—are quietly losing their power?

This isn’t a hot take. It’s a shift already in motion.

And the next decade might bury the logo as the centerpiece of brand identity.

Let’s start with the obvious: your audience doesn’t live in one place anymore.

They float between TikTok and Discord, Slack and Threads, wearables and AR lenses. Each space has its own rules, rhythms, and visual languages. Static logos, even adaptive ones, just can’t stretch that far.

They’re not dynamic enough to speak in all those dialects. And so, brands are moving from symbols to systems, from icons to behaviors, from static shapes to living, breathing presence.

Think about it—do you love Patagonia for the mountain outline?

Or because they take a stand, repair your jacket, and speak like real people? Do you trust Apple for the logo? Or because the interface, the hardware, the rituals of interaction are so deeply baked into your life that you don’t even think about them anymore?

Logos might signal identity, but behavior defines it.

In our saturated world, we remember how a brand makes us feel—not just how it signs its name.

And brands that understand this are already moving beyond the badge.

They invest in tone, interaction, and experience.

They know your memory isn’t visual—it’s emotional.

Generative Design and the Death of Distinction

Then there’s the rise of generative design.

AI can now spit out a logo in seconds, sleek and shiny and perfectly centered.

Want a rebrand? There’s a prompt for that.

When design becomes a commodity, identity can’t be. Because identity doesn’t live in a file—it lives in how you show up, how you speak, how you respond to cultural change in real time.

In short: your brand isn’t your logo.

It’s your presence.

And presence isn’t made in Illustrator. It’s made in every micro-touchpoint—from the tone of your emails to the timing of your replies, from how your product feels in hand to how your social media sounds at 11:47pm on a Tuesday.

That presence is becoming increasingly embodied.

We’re entering an era of avatar brands and brand-as-person.

A logo can’t smile, can’t joke, can’t respond to a comment on TikTok. But a character can. A virtual influencer can. An AI mascot can.

We’re not just talking about icons anymore—we’re talking about brands with personalities, voices, even faces.

People don’t form relationships with symbols.

They form them with other people—or with brands that act like people. And it turns out that’s exactly what today’s users want: something relatable, responsive, and real.

The New Language of Brands

And while logos used to be stamps—certificates of consistency—they now need to be shapeshifters. But even flexible logos aren’t enough.

What audiences really want is adaptive presence: sonic branding, UX microinteractions, voice consistency, cultural fluency.

You can’t package that into a PNG.

But you can build it into every touchpoint that isn’t visual. The logo becomes background noise. The vibe becomes the real message. This is why modern branding feels less like architecture and more like jazz.

It’s not static; it adapts to the room. It listens before it speaks. It’s less “Here’s who we are,” and more “Here’s how we move.”

What Remains

This isn’t to say logos will vanish completely.

They’ll still live on packaging and PDFs, on app icons and merch. But they’re not the main event anymore. They’re supporting actors.

The real brand is what moves, what changes, what lingers in memory. Because the future of branding isn’t what you see—it’s what you feel when no one’s looking. It’s ambient. It’s behavioral. And it’s becoming more invisible every day.

Stay fluid,

Alex

🔥 Want to future-proof your brand?

At Kredo Marketing, we build identities that move, speak, and adapt.

💬 Let’s create something bigger than a logo.

April 29 2025

From Curators to Dictators: How Recommendation Algorithms Are Collapsing Human Taste

Kredo Marketing Unkategorisiert AI, Algorithms, business Strategy, Curators, Marketing

Hey culturonauts—ready to explore how our digital playgrounds became cultural prisons?

Once upon a time, algorithms were hailed as tools of discovery. They would surface hidden gems, match unknown creators with niche audiences, make the world a richer, more colorful place. Spotify would introduce you to obscure Icelandic jazz bands.

Netflix would suggest indie films from Korean directors. Instagram would show you an artist from Nairobi you never would have found on your own.

That future never arrived.

Engagement Over Exploration

Instead, recommendation algorithms became engagement machines. Optimized not for curiosity, but for retention. Not to broaden your world, but to enclose it.

They learned that the quickest path to more clicks, longer views, and deeper hooks wasn’t exposing you to the new.

It was giving you more of the same.

More tracks that sound like what you already like. More shows that resemble the last binge. More visuals tuned to the same aesthetic pulse.

This isn’t personalization. It’s a feedback loop of familiarity.

The paradox?

The more an algorithm “understands” you, the narrower your experience becomes.

What starts as curation turns into dictatorship. Your taste, once a constellation of accidents, experiments, and evolutions, collapses into a few dominant clusters reinforced again and again.

You don’t find new desires.

Your existing ones are endlessly mirrored back to you.

Take Spotify’s “Discover Weekly”. Initially a marvel of musical serendipity, it’s now been trained so aggressively on prior behaviors that it often feels like a polished remix of last week’s listening, not a true discovery engine.

Or Netflix’s homepage: after a few clicks, it becomes a hall of mirrors, reflecting only the genres and tones you’ve already consumed.

Even book recommendations on Amazon increasingly shove you toward bestsellers adjacent to your last purchase, rather than revealing hidden literary worlds.

The Cultural Flattening Effect

This subtle collapse isn’t just about entertainment. It’s about culture itself. When the architecture of experience rewards sameness, risk shrinks. Artists produce work more likely to “fit the algorithm.” Experimental sounds, difficult stories, messy aesthetics get filtered out before they ever reach the feed.

Result? Global monoculture dressed up as personalized variety.

The small creators lose. Niche voices get drowned. Regional styles blur into a global average optimized for passive consumption. The algorithm doesn’t just learn your taste. It trains your taste.

And we let it.

Reclaiming Human Curiosity

There’s nothing wrong with recommendations per se.

Humans have always sought guidance—bookstore owners, DJs, indie film critics.

But those curators were human. Their biases, their passions, their oddities kept the landscape imperfect, messy, alive.

Algorithms, by contrast, optimize toward one goal only: engagement at all costs.

What we lose is the space for randomness, the spark of unanticipated wonder. The transformative magic of stumbling into something that doesn’t fit, but stays with you forever.

If we want a future where culture doesn’t flatten into an endless playlist of déjà vu, we have to reintroduce friction, imperfection, chance.

We have to resist being told what we like by systems that prize predictability over possibility.

Because a culture that only feeds you what you already know isn’t culture. It’s captivity.

Until next time, stay unpredictable.

Alex

—————–

🔥 Want marketing that respects curiosity, not just clicks?

At Kredo Marketing, we build brands that think beyond the algorithm.

💬 Let’s create a world worth discovering.