Michael Schmidt

Director Consulting at Virtual Identity. I spent a decade on automotive brands in digital, and blog about brand strategy, #ubx and #AppleCar / #ProjectTitan.

Medium member since August 2019

Editor of Thoughts on Apple Car, Digital Brand Architecture, and UBX - Useful Brand Experiences

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Michael Schmidt

Dec 1, 2019 · 7 min read

Reflecting on my emotions walking with the global climate strike

Friday for Future feelings of a 35…

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Michael Schmidt in Thoughts on Apple Car

May 23 · 3 min read

Dyson blew it by not blowing conventions

Thoughts on Apple Car, Part 144

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Michael Schmidt

Apr 8 · 3 min read

Welche Normalität?

Dieser Tage sprechen alle davon, dass wir hoffentlich bald wieder in die gewohnte Normalität zurückkehren können. Merkel, Kurz, Macron – alle wollen nach der Krise möglichst wieder den Zustand vor der Krise herstellen.

Michael Schmidt

Apr 8 · 3 min read

What’s normal?

These days we hear a lot of talk about hoping to get back to normality soon. Trump, Macron, Merkel – everyone wants to recreate the pre-crisis world as soon as possible after the crisis.

Obviously, this will take time and have its dangers, but let’s not focus on that for a…