Alex Woodruff Biz Buzz

Some companies deliberately sell the same product for a much lower price, even though there is a real danger customers will find out. Why? * To recruit customers to the brand (Boss selling ‘seconds’ in factory outlets can attract people who may trade up next time to higher price products) * To clear out stocks [...]

Naming brands is never easy, but if you’re a regional ice cream maker and hit upon an idea that works in your country, you’re probably not thinking about words and meanings beyond the borders of the domestic market. Bum Bum in the UK? I met someone who worked for Schöller ice cream, based in Nuremberg. [...]