Category Archives: Nicely done


A name to kill for

Coming back to my earlier topic about naming brands and the semantics of words, I’d like to thank Florian not just for keeping his eyes peeled and continuing to ‘think marketing’ many moons after attending my course, but also for sharing this example with us. Over in China, Florian spotted a shower gel pack that many Germans will be familiar … Continue reading

Source: Meggle website screenshot

Diversification attempts

Two examples of German companies trying to diversify, one successfully, one not. Both went into related but still new markets, with new products. So according to the Ansoff Matrix this was diversification. The not-so-successful example comes from Meggle. To most Germans, this is a butter brand. A couple of years ago they moved into another dairy market but one that … Continue reading


Dyson does it right

Dyson has already created ripples in the past by completely rethinking vacuum cleaners. Shame on the whole industry for traditional product-led thinking – and not re-examining what really gets on users’ nerves: the loss of suction. Dyson came along and solved the problem by thinking “problem > solution”, not “how do I improve my vacuum cleaner”. Customers think “need”. Too … Continue reading


Quit smoking

This example of conative marketing – ie, A for Action, caught my eye a couple of years ago. You see a cigarette on the pavement, pick it up, but then find it contains a message on how to quit smoking. It’s simple and effective. What really hits home though is the way it reaches out to the specific target group. … Continue reading


Reverse positioning

On my last visit to the UK, I was pleased to see an English brand reversing its positioning and using a trick that sometimes cuts through the competition more effectively than saying who you ARE targetted at. This chocolate is NOT for women. Another reason this ploy works – it immediately negates the “chocolate might not be good for you” … Continue reading


You’re not thick are you?

German electronics giant Media Markt has been plugging its stores for years with the challenging slogan “Ich bin doch nicht blöd”, which I’ll translate loosely as “I’m not thick you know”. The tag line is now used from Berlin to Barcelona, as you can see from the Spanish ad on the right (by the way: just as well this ad’s … Continue reading

Catch up competitors if you can.

Forward integration?

Here is a wonderful example of cobranding. Develey, Bavarian producer of sauces, mustard and condiments and supplier of ketchup to McDonalds in Germany, has a growing presence in supermarkets. McDonald’s has none. Develey has the technical and product know-how. McDonald’s as a franchise has, more-or-less, none. But Develey really doesn’t have a strong national brand, it’s more regional. McDonald’s does. … Continue reading

Managing customers – post purchase

The AIDA process for planning marketing is a useful aid, but it has one major failing: it stops after stimulating action – what about aspects of post-purchase behaviour? Customer relationship management (CRM)? Customer lifetime value (CLV)? Managing complaints? Post-sale service and support? And in automotive markets: aftersales management? Well, that’s why modern techniques of caring for customers were invented. Shortly … Continue reading


Excellent data, free for all

It’s rare for me to be so enthusiastic about a website that I feel like giving it free publicity, but this site really does deserve praise: In recent years more and more free information has been going online. Companies seem keen to ride the trend, using RSS to publicise themselves in the age of online feeds and blogging. But … Continue reading

Alpine realignment in Austria

Temporary rebranding

I’m used to seeing manufacturers play to current events to capture people’s interest – as they did in Germany during the 2006 World cup (click here to see what the Germans did in the supermarkets). But you don’t often see them completely redesigning the logo to capture the public’s imagination. Not unless they have such a strong brand that consumers … Continue reading


Standing out

Grabbing attention at the point of sale (PoS) can be crucial in some markets. Especially highly competitive ones, where the first place the customer encounters you is not in the media – as you’d hoped – but standing on shelf, next to all your competitors just before the purchase decision is made. In such instances, stand-out is crucial. It’s P … Continue reading