Tuesday , May 18 2021


When Flipping A Coin Sets The Fate Of A Nation


A ship with an august history is lost at sea. A dense fog has encompassed the ship, and the crew suspects that the navigation instruments are damaged.  No one seems to know the right direction to take in order to avoid encounters with reefs, shallow seas and bad …

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Opposite branding will damage your brand


Many years ago, Volvo was looking for a new marketing strategy to make its cars seem more exciting. Well known for making the world’s safest cars, often favored by middle-aged people, Volvo decided to put out a new message to the market: Volvos can also be fast and …

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A huge market opportunity in the sushi-industry

sushi front pic

One particular habit of the sushi-industry has become a hurdle for growth in the industry as a whole. The habit if using too much plastic food containers: For the sushi-industry, too much usage of plastic food containers is not only evoking negative thoughts towards the environment, it also dilutes the …

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Facebook needs to make three vital changes

FB cover pic3

People have started to think more negatively about Facebook than before because the giant, used by 1,9 billion people, has become a synonym for negative influences on peoples lives. For years, we’ve known it’s too much addictive and many are losing sleep over social media in general. But …

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Apple’s lack of ethics is decreasing profits

Apple Logo Pic1

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

HP Pottermore1

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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The One Idea That Could Save McDonald’s


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


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


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 VW Can Regain Trust: Communicate The Opposite


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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