Month: September 2012

Same, same but different?

Author: Daniela Jenni [youtube http://www.youtube.com/watch?v=iBoXvgysltw&w=530&h=298]   “Costly, irritating and interchangeable – the Swiss bank’s advertising.”  This was the lead in a recent article in the Swiss daily Tagesanzeiger. It is precisely in times of crisis, the paper argued, that the banks should seize the opportunity to win back lost confidence, project a self-assured image and take a firm stand for customers.  There is no place for interchangeable advertising, it said. Same, same but different? Is this bland uniformity in evidence beyond …

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“Glocal” – To be or not to be?

Source: Gerd Altmann, www.pixelio.de Author: Carla Sager How comes that the three letters “I B M” are today worth 70 Billion$ according to Interbrand’s ranking? To achieve an internationally reputed brand value is truly not easy and requires a sound global strategy, e.g. outlined nicely by MarketingWeek. A pre-requirement for going global must be based on a successful performance in the home market and a consistent brand culture. A pure global brand strategy focuses on creating a sole brand concept …

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Managing a nation brand

Author: Michael Domeisen What does “Switzerland“ mean to you? A tourist destination? A herd of Simmental cows? A strong business location or a tax heaven? Origin of quality products? A German airline? A hot spot of high prices and strong currency? The values underlying the nation brand “Switzerland” are manifold. And so are the challenges when it comes to manage a nation brand. Checking out www.switzerland.com gives you an impression about the number of stakeholders caring about the management of …

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