Between the two World Wars, the Swedish businessman Ivar Kreuger built an emporium with safety matches. They were no doubt of the highest quality, but so was the marketing of these matches, marketing built upon design! Fascinating designs by acknowledged artists, as the profession ‘package designer’ was not yet established. The very diverse designs were not built on today’s positioning, nor on target thinking, but according to the clients’ taste. Unfortunately, Mr Kreuger’s ‘empire’ broke down with his sudden death in 1932.
I’ve spent all my life trying to figure out how to sell more. I have always had the ambition to try new things, using creativity, design and communication as tools. But the goal has always been, how can we sell more, longterm. Some wise professor once answered the question “How do you define marketing”? “Marketing is to create longterm survival”, he said.