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Sep 14

Brand vs. Company

Posted by admin in Advertising
Brand vs. Company

Brand vs. Company in the food and drink world
I’ve had the great advantage and pleasure to work for almost 40 years for Nestlé. During that time, I have regularly been asked to explain the difference between a brand and a company or, in other words, between a product brand and a corporation.
As any marketeer well [...]

Aug 17

Be proud!

Posted by admin in Advertising
Be proud!

YES, be proud of your brand! Because without a brand, you don’t exist. So when you communicate, be it by advertising, packaging or in-store information, see to it that the consumer cannot avoid seeing your brand. Thus, in most cases, the brand must be a disturbing element.
Why do I say this today, when it is [...]

May 19

Henry went modern!

Posted by admin in Advertising
Henry went modern!

… was it a good decision? I’ll find out next time I am in Ireland!
Many of you have certainly read my article about Henry Keogh in Oughterard, the real salesman! I was back in Henry’s shop a couple of days ago and what did I find? Henry had changed his handwritten messages to nicely printed [...]

Dec 03

The HaHaHa Pentaward

Posted by admin in Advertising
The HaHaHa Pentaward

One day, I was sitting with my old friends Brigitte and Jean Jacques Evrard, chatting about humour, one of our favourite topics. I mentioned that humour seems to have no place in today’s business world. Digitalisation has made us so efficient that there is no time to lay back, think and smile. So Jean Jacques [...]

Mar 19
Sell your city, country or region

The origin of raw materials such as cacao or coffee is one way of promoting a country or region. This is done quite often, be it with or without quality seals as “Café de Colombia” or “Rainforest Alliance Certified”.

Jan 26
What do I learn when storechecking?

One of the most important activities for a marketing specialist is to learn what competitors are doing.

Oct 29
Typographic pack design

When art and the practice of typography joined forces with the invention of movable type and the printing press in the 15th centry, who could then foresee such a fantastic development, which was going to be amplified with the arrival of the digitalisation? Calligraphy, also used in pack design, is of course even older and if we go further back in time, we find the Chinese proverb “a picture is worth a thousand words”. And this is exactly what this article is about! Can typography ‘paint’ a picture on the front of the pack to tell a great story? Yes, in the manner of the “LOVE” art by Robert Indiana, first as a Christmas card in 1964 and then as a sculpture in 1970.

Oct 11
The killing of 7 myths

First: you have to show your pack in your ad,
Second: There is only one way to show the GDA,
Three: Recycle whenever you can…

Oct 11
Point-of-Sale, Henry got it all!

These days, my main interest has swung over from package design to in-store communication. Why? Because I find that so much more could be done in this area to trigger sales! Today, it seems that brand managers focus on sticking logotypes…

Sep 02

Lars Live!

Posted by admin in Advertising
Lars Live!

Did you know that you can have Lars’ learning live?

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