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Jul 26

Go “mini”!

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Go “mini”!

I grew up on a farm on the west coast of Sweden and my father who was an agronomist used to say: you can eat and drink a little of everything and you’ll be fine. How right he was! He even said a little bit of dirt won’t harm you, it will produce antibodies! [...]

Apr 20
When it’s premium, it’s premium!

Marketeers like to divide the market into categories like premium, superpremium, etc. I have nothing against this, as it is a language understood by those involved in marketing.

However, the fact that each of these categories have to have a visual language that informs the consumer about the quality and price level is not always [...]

Feb 09
Aluminium, the modern material

Time has come to write about a material that I especially like at this time of the year, just before Christmas, because it glitters! It can even have a bling-bling effect when mixed with plastic, as for instance the Coca-Cola Christmas edition.

Before writing about branding and communication, which is the purpose of this site, here [...]

Feb 09
Want to be noticed…? Amplify! Exaggerate!

My advice “simplify, amplify and repeat” has never been more actual than today when young marketeers believe that everything has to appear on the front of the pack.
To help these young marketeers, here are examples of great communicating packages which show that in order to stand out and be seen, we have to exaggerate something [...]

Oct 26

It’s local!

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It’s local!

… and it’s in your big supermarket! One of the most visible trends in today’s fast moving consumer goods markets is no doubt the arrival of small local producers in the big supermarket chains.

How refreshing! … to now have the choice between buying from and supporting a local business or getting ‘factory-made’ products which sometimes [...]

Jun 08

Listen to me, please!

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Listen to me, please!

The other day, I went to our family doctor for a check-up. Well, all was fine, I just needed to lower my blood pressure a little, so he prescribed a new medicine for me which I fetched at the pharmacy.
At no moment did I question my doctor’s advice, although he is quite young. I see [...]

May 19
Why competition leads to high quality, good taste and constant improvements The Estonian experience

This site dealing with communication is, or should be, non-political. However, let me make a small exception… My latest two jobs before going on holiday to my beloved Ireland were in Russia (Moscow) and Ukraine (Odessa), so I have learned quite a lot about what ‘closed societies’ lead to.

I’m writing these lines after my visit [...]

Oct 22
The ultimate information panel

This panel should on purpose not be called the “back panel” as the word “back” immediately leads us to believe that something is less important. Another possible word could be “communication panel”, as the main purpose of this panel (be it side, top, bottom or back) is to achieve a dialogue with the consumer.
It is [...]

Jul 16

The living brand

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The living brand

In teaching Marketing, one often compares a brand to a living person. Why do we do this? Because a great brand must be ‘living’, either through new product developments or through constant change of its visual appearance. When I say “change of appearance”, it does not mean a change in any direction. A great strong [...]

Jul 09

What Lindt has learnt

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What Lindt has learnt

I constantly repeat: “if you are not seen, you cannot be bought”. Lindt discovered, probably a bit later than Ferrero, that surprising, highly visible POS material, i.e. shelf-ready corrugated displays, sell more. So they now use their Easter Bunny in a prominent way to promote this product. Here the product and the pack are basically [...]

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