Tag Archives: Siemens


BtB co-branding

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 reliability. Strangely this was Siemens’ second stab at silicon synergy … Continue reading


Emotional attraction

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 out carefully how the benefits … Continue reading