Alex Woodruff Biz Buzz

I’ve been noticing recently the number of German advertisers who use “Sicherheit” (= safety; certainty) in their marcoms (marketing communications). I wonder if this is a cultural influence, relating to what Hofstede would call “uncertainty avoidance”. Two examples. Certified by experts One: posters for a new indoor adventure park called Sensapolis. I’ve not been to [...]

When your pricing strategy is like Aldi’s – low price, always low price, but good reliable quality – you’ll be pigeon-holed as a “discounter”. There’s nothing wrong with this strategy, as long as you sell products in high volumes. Which is precisely what Aldi does – it’s the No1 in Germany apparently (though it would [...]