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Our interview with Oakley/Luxottica w/ Creative Strategist, Kristoffer Reiter on the M1 Podcast (Ep. 19)

Our interview with Oakley/Luxottica w/ Creative Strategist, Kristoffer Reiter on the M1 Podcast (Ep. 19)

  • Leadership /
  • Mobile /
  • Podcast /

Innovation’s not at all about thinking ahead. Innovation, nowadays, is thinking about what somebody else needs versus what they think the needs.

Kristoffer is a brand evangelist with solid expertise in visual design. He is a multi-disciplinary brand strategist with an international experience in content development for consumer experiences and brand positioning. He designed for brands like IKEA, H&M, Brooks Brothers, Lagos, Luxotica, Bloomingdales, David Yurman, Bjorn Borg, and Oakley.

How to get this week’s and past podcast episodes:

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Here are the highlights of our conversation with our guest:

  • Getting to know Kristoffer as a dad of two, how he shifted interest dramatically, him being a passionate runner and biker and why he loves sports which forces you to get out of your comfort zone. He also shares how his upbringing and his sightseeing tours to churches during his early age relates to his current profession.
  • The characteristics of the company that he goes for and how he views brand experience: having the will to adapt to change and knowing who you are.
  • What he thinks is his strongest point and how he mends brands which had lost their purpose. Kristoffer gives detailed examples on how he focuses on a certain brand’s opportunities, does his magic and ignites them again.
  • He also discusses creating sub-brands without the risk of fragmentation, how to succeed using this strategy and names companies who had done this successfully.
  • Why he thinks that some big brands, such as IKEA, can take stupid steps and gives scenarios supporting his opinion.
  • His thoughts on how digital can and cannot be useful depending on how you utilize it. Kristoffer also shares his strong belief why we have to stop thinking mobile as a revolution and in contrast, just think about it as a different vehicle. He throws in examples of how you can misuse this channel but also featured small brands that had excellently used digital: Black Sheep Cycling, Rapha, and I Love Ugly.
  • What he thinks is the next disruptor in retail and where he thinks the future lays in brand experience: how far can you customize a product from the consumer from the get go.

Rapid Fire Questions

  • What is your definition of innovation?

Innovation’s not at all about thinking ahead. Innovation, nowadays, is thinking about what somebody else needs versus what they think the needs.

  • Would you put more emphasis on the idea or the execution? How would you weigh each of them and why?

Execution is 90% of your idea. If you can’t share your idea in a 10-second elevator speech, there’s no point in trying to say it. It has to be that clear.

  • What is your biggest learning lesson on your journey so far?

That I am always wrong. The most important realization for me is that I need to listen way more than just come up with ideas first.

  • What is your favorite business book?

Miles Davis Memoirs

  • What is your favorite digital resource?

Yellowtrace

  • What is your favorite app and why?

Instagram

  • What is the coolest thing that you are working on right now that you want everyone to know about?

I’m starting my own brand! I’m creating a brand platform for other brands. I am the future department store. My job is to promote leather and accessory artisans from across the world which are too small to live in the environment that we have created.