Alex Woodruff Biz Buzz

Fujitsu as a stand-alone brand If you can’t beat ‘em, join ‘em. Executives in Germany and Japan obviously concluded around the same time towards the end of 1990s that what sleepy Siemens needed most was a shot in the arm of Japanese inventiveness, and the thing Fujitsu needed most was a hefty slug of German [...]

To attract your audience, you have to talk the same language. This is where the I for interest and then D for desire in AIDA are important – plus understanding customer behaviour and the things that make them tick. Siemens does this well. Their campaigns may cover similar phones with similar benefits, but they work [...]