Red Rabbit is an agency devoted to growth through innovation and design. It’s founders are Carsten Buck, Jochen Matzer and Markus Stolz – they all are experienced founders willing to create value for their customers. They are mentors at next media accelerator to help our startups with their communication concepts.
How important is design for a startup?
Carsten Buck: Today Design has become a crucial factor in all business segments. It literally describes more than a formal-aesthetic work. Even more, when it comes to startups. A fresh start seems to offer endless possibilities. It’s the designers’ responsibility to guide the newcomer towards the optimum balance between stand-out and fit-in. Anything new is firstly confronted with the user’s long-standing preferences. Even if it’s the actual aim of everything innovative to establish new habits – a market challenger will only be perceived as relevant if it somehow takes up with existing schemes. That’s where design comes into play. It defines the level of familiarity (Trust) and as well creates the missing link between what the consumer feels and what the brand stands for (Attraction). After all, the majority of purchasing decisions are emotional ones. Design not only triggers the emotional connections, but materializes them into something visible – regardless of whether it’s a product, a brand, a service or a new business model.
Why do you support startups at next media accelerator?
Markus Stolz: While shareholder economy is driven by quarterly reports a startup accelerator at it’s best is a playground, a laboratorium for pioneers and mavericks. For us as an innovation company knowledge sharing and co-ideation are a precious experience.
What is the most important thing startups can learn from you?
Carsten Buck: How to put your own preferences and discussions about aesthetics aside, and focus on a clear strategic vision instead.
You closed Red Rabbit some years ago – now you are reopening it. Can you tell us the story behind that?
Jochen Matzer: I started Red Rabbit as an advertising agency. After ten successful years, I have realized that we have to specialize or grow stronger to continue to be successful. Because the advertising industry changed drastically, I am convinced that a successful advertising agency a critical mass of staff need to be serving needs of diversification and fluctuating budget. Since we have been working for years on innovation and new product development over time these projects were more important for us, as well as they are crucial to the success and the sustainability of our customers. Innovative companies grow faster and are more successful long term. We had to find the other hand, more and more often that the traditional marketing tools hardly act and often no longer manage to boost the necessary revenue growth. The current focus is therefore for us a logical development.
You have a whole tool set to work with and for your clients. How different is this from classical agency work?
Jochen Matzer: The first difference is that we bring all relevant disciplines under one roof to an agile and holistic process together. From the trend and market research, through strategic advice, ideas and new product development to design. This means that we not only understand the whole innovation process “end-to-end”, by the company to the costumer, but due to our unique line-up can also completely cover. This is different zu classic agency work because nearly all advertising agencies still cover only an excerpt.
We also believe in market research instead of gut feeling. And at the center of our approach alongside the analysis kit is the visualization. We visualize ideas at a very early stage in order to bring our clients from the beginning into the boot and put new products into a market-driven context. As a result, the potential can be much more effectively communicated and verified.
By what have you been inspired recently?
Carsten Buck: I’m still inspired by 3d printing and virtual reality. I’m curious about how these technologies might overcome the unequal balance of economic and political power between owners, producers and user of resources and services.