Tag Archives: Aldi

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German safety

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. One: posters for a new indoor adventure park called Sensapolis. I’ve not been to the place (apparently it costs a small fortune … Continue reading


Discounter hotel?

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 be nice to see this … Continue reading