IQ: The Digital Issue

The Digital Issue

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What's in Store
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Going Native

Philipp Riederle with Christian Beckstein

Riederle

Philipp Riederle is just 18 years old, but he’s already logged more than four years since he began a video podcast out of his grandfather’s basement in Germany called “Mein iPhone und Ich” (My iPhone and Me…). Now he’s got a weekly audience of 50,000, a successful business, and the ear of some of the biggest corporations in Europe, all eager for any insight into this strange new generation who have never known a world without computers and smartphones. Here he speaks the truth to Interbrand’s Christian Beckstein about how this up-and-coming wave of digital natives will lead established companies into the future—not the other way around.

Philipp Riederle on his early interest in digital technology and on his podcast, Mein iPhone und Ich (My iPhone and Me)
Philipp looks back on his childhood and his grandfather’s influence on his experimentation with technology. Philipp talks about creating, editing, and producing his own podcasts, and running his own business at 18.

Philipp Riederle on digital natives, digital immigrants, digital ignorants, and silver surfers
Philipp details the varying digital behaviors of 4 different groups.

Philipp Riederle on how innovation changes behavior
Philipp talks about how digital has deepened his personal relationships, and he expects brands to use digital to do the same – not to broadcast advertising messages, but to create relationships and deliver on brand promises.

FYIQ

  • ABOUT CHRISTIAN BECKSTEIN
    Christian Beckstein is Director, Digital Branding, Interbrand Cologne

    Christian answered: Let there be brain and heart to all of mankind.
    Christian.Beckstein@interbrand.com