Tag Archives: Schöller

Own label compensation

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 * To help cover fixed … Continue reading

Bum Bum in the UK?

Ice cream: two arses

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. I met someone who worked for Schöller ice cream, based in Nuremberg. I was burning to know why their brand “Bum Bum” … Continue reading