The new issue of Contagious investigates how brands are borrowing from startup culture by launching bespoke seed funding and accelerator programmes and assesses the value of a collaborative approach.
An in-depth case study on US airline Delta reveals a brand that has adopted a service design approach that places the customer experience at the heart of everything. With its audience front of mind, Delta has lifted the veil on data that usually stays hidden, for instance with an app that enables passengers to track their bag. As Erik Rogstad, managing director at AKQA, Delta's mobile and portability agency of record states: 'For Delta, the product is the brand, the experience is the brand.'
A second case study, on Kenyan telco Safaricom - which was awarded at Most Contagious 2012 along with agency Squad Digital, Nairobi, for its Daktari 1525 project connecting patients directly with doctors - shows the long-term value of building infrastructures and services that improve lives.
An interview with Seth Godin
, who recently wrote The Icarus Deception
, champions the benefits of embracing failure, while this quarter's sector focus take a look at beer.
As ever, we profile bright young things in upstarts and seven startups that are disrupting the status quo in Small But Perfectly Formed
. The magazine also features a round-up of the inaugural Most Contagious 2012 event where Raspberry Pi
, the cheap credit-card sized single board computer that aims to inspire kids to code and adults to make things, claimed the Most Contagious Audience Award. Being such a popular piece of tech innovation, it seemed entirely fitting that it graced this issue's front cover (above).Check out extracts from issue 34 here.
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