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PHASE ONE | (r)evaluating SWOT

Before ze blog became another big black hole on the Worldwide Web, it had potential. Somewhere. It went from three posts a day to one in two days to well, one every decade. You had to carefully select the verbal vomit and pre-Photoshop collages from the opinion articles, but there was something. The rebranding process starts with an evaluation, a humble introspective, a peek into one's (digital) soul. And on day one, the brand professors created the SWOT analysis.


  • The Magazine Effect. I wasn't even aware of puling this one off until I did some serious evaluation. The combination of longer and shorter texts, collages and single-picture posts creates a readable and scrollable whole. Variety in a nutshell. 
  • My statistics (and they never lie) tell me that my AMFI-collegues are on the hunt for some inspiration, that Jasmin Sewell is still everyone's fashion darling and that the Givenchy Septum broke all records. My analysis: the interest in timeless classics lasts forever and I should seriously develop my sense of trends for countless page views.


  • No own images. I broke the copyright law for about 42238 times in my life so far. But since images without naming the photographer, stylist or model seems to be the next black sheep (referring to your own Pinterest our Tumblr account doesn't count), 2014 marks the era of credits. Not only does the initiator gets the respect he owns, it is also great for building a database of interesting people (and helpful for impressive namedropping on parties).
  • Inconsistency. Once a day, once a week, once a year. Regularly updating and posting is essential for a consistent blog. It also affects the coherency: without a clear creative direction the content just seems like a whole lot of blablabla.

Part two of this educational piece will soon be online.

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