Alex Woodruff Biz Buzz

Nivea hand cream (source for all images: Nivea website) Carefully controlled Being the cynic and corporate sceptic I am, it’s rare for me to praise a monolithic, slow, plodding German giant. But Beiersdorf gets the “hats off” from me for its management of the Nivea brand. Maybe taking ages has its merits sometimes – especially [...]

Nivea knows how NOT to fall into the traps set by cultural differences and the meaning of images by country. I scanned in the press ad below from a German magazine. It would never have appeared in a UK magazine (or Australia or NZ). Why? Because this gesture – cleverly suggesting to the German that [...]