Sunday , May 28 2017

Welcome to my blog: 'Ideas for the Corporate World'

Recent Posts

The Assumption Fallacy

SIZE 2C - The Danger of Assuming w TAG

Recently, Porsche ran an advertising campaign to promote their new Cayenne S E-Hybrid electric/gasoline SUV in Scandinavia. The core aim of the campaign was to establish awareness that the new vehicle had been manufactured by the most skilled designers and engineers in the car industry, and the tag …

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Should Skoda stop using the “Simply clever” slogan?

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The aftermath of Volkswagen’s emissions scandal (nicknamed ‘dieselgate’) has just started. In September 2015, customers were told that the falsified emissions reports would affect not more than 482,000 cars, but since then, this number has risen to more than 11 million. That figure makes VW’s scandal counts as …

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Apple’s lack of ethics is decreasing profits

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These days, we are catching a glimpse of what might be the future at Apple: Its continuous success of rising share prices, earnings and revenues might be over. A 27% decrease in share prices within a year is one sign of a changing tide: Financial experts at Bloomberg, …

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Harry Potter’s Marketing Empire Breaks Down

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Without a doubt, Harry Potter is one of the best-known fictional characters to inspire some of the most successful products of recent decades. Not only are the haunting tales of Potter’s adventures particularly well-crafted, the marketing empire has done well when it comes to captivating readers’ hearts, thereby eliciting …

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Stop glorifying terrorism and promoting ISIS

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Would you be offended if I glorified the members or actions of ISIS? Or if I said the Paris attackers were cunning and tactical? Or if I called Anders Behring Breivik savvy, dominant, resourceful, impressive, or even a mastermind? Of course, I wouldn’t say those things. Yet this …

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The One Idea That Could Save McDonald’s

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McDonald’s is in trouble. Sales have dropped (see WSJ), the brand image is weak, and the company seems to have lost its sizzle. Every other business magazine is writing a story about the decline of the brand (1, 2, 3, 4 etc.) and the company itself seems to be reacting …

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VW’s scandal is a big opportunity for Mercedes Benz

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Years ago, when Volkswagen was working on emissions problems regarding the EA189 TDI engine, they did not know how to keep nitrogen oxides (NOx) emissions within EPA‘s standards. Now it has been revealed that VW “solved” the problem by installing test-rigging software that activates low levels of emissions …

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Big Banks: No Need To Rub It In

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They are considered to be the least trusted sectors of our day: banks and financial services. Therefore, it is of the utmost importance for banks to steer clear of messages that make consumers think more unfavorably about them than they already do. I have no doubt that banks are full of …

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How Financial Companies Can Inspire Trust

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Since the economic crisis of 2008, the level of public trust in corporations has decreased precipitously. The distrust is more evident among banks and financial companies, the fast food industry, genetically modified food producers, and even governments and elected officials. Therefore, everyone has suddenly become fascinated by the …

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How Sony Can Boost Its Brand Image: Put More Super Gear On Display

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We’ve heard it too many times: All the top professionals prefer this particular brand (and therefore it’s the best). It’s a unique position in the brand ranking hierarchy to be the brand preferred by the best.  Then you don’t have to remind your customers that you have something …

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How Much Does Apple Need To Respond To Ethical Demands?

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For decades, management books have described how the world’s biggest brands have achieved dominance and captivated consumers worldwide. We have heard tales from Coke, Intel, Apple, McDonald’s, Procter & Gamble and other prominent players. Their work has been both glorified and vilified, but almost all of us have …

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How VW Can Regain Trust: Communicate The Opposite

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The diesel emissions falsification disaster is a difficult case for Volkswagen because many fundamental brand values and beliefs towards VW have been damaged. Greed, arrogance, dishonesty and product deception were not at all a part of VW’s brand image in the past. But now, these negative traits have …

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