Admittedly, when you write an A4 page about things you know nothing about, you have a hard time, especially if you can’t find anyone far and wide who could teach you, let alone help you. It’s true that we didn’t know everything in the past...
If you look for the inventor of the idea of a plan B, the declared goal is to minimize risks or to eliminate the problem. At the same time, plan B means twice as much work, twice as much time and therefore twice as much money. But let’s first...
The old marketing adage „sex sells“ still works – only in the 21st century it sells itself … and it is usually not the product to which it is artificially attached. However: The impetus must come from the product, directly. If one makes use of „means...
Or to put it another way: Profiling as the basis for new media and communication strategies does not produce a sole winner or better sales results.All those who correctly interpret the consumer’s catalogue of wishes, understand his wishes...
Now you will probably say: That’s all well and good but what does that have to do with me anyway? Why do I need to know all this? And what can I learn from it? Our clear and unmistakable answer: You don’t have to do anything! And as far as your...
This is the sentence your advertising agency (and the one that wants to become yours) is sure to hear the most. Because most of us know where this claim leads. To do this, it is quite sufficient to make the effort once and take a thorough look at TV...
How many shoes do you need, how many bags and glasses? How often do you really need a new car or a drill … and does it have to be the one with 5,000 revolutions? Exactly. In advertising, it’s all about what you think you need, but don’t really need....
To repeat once more: In no way do we want to lecture you with our blog or tell you something that you may already know or at least suspect. What are we going on about then? After all, we are only talking about a few lines but a not inconsiderable...
Whether it’s Mr. Fischer’s dowel, Albert Einstein’s theory of relativity, or Malcom McLean’s container, these were brilliant ideas. Before your beautiful ad or website, video or poster (or whatever advertising you paid for) can cause impetus,...
One of the greatest thinkers of his time, the philosopher Friedrich Nietzsche. He said this which can be considered the core of a purchase decision: „We believe what we want to believe.“ And what we want, we want. But we also do everything we can...
We have already dealt with the difficulties that German consumers have with change in another chapter. However, as is the way of thinking in this country, Germans have invented their own variant. This is in plain language: change, but please...
Anyone who tells you that you have nothing to offer, nothing to say and nothing to tell, anyone who tells you that you have already said everything is giving you bad advice. You have a lot to say – just not what everyone else has already...
The classic entrepreneur always has a drawer in which he keeps his competitors‘ advertising. With fondness and satisfaction, he presents these works to his own agency, accompanied by the sentence: „Now take a look at this. Why can’t we...
There is almost nothing that people in this country dread more than change. Having to give something up, to do without and to dare to step into the unknown, most people are usually panic-stricken. This is exactly why we try to avoid changes –...
Or to put it more practically: „We’ve always done it that way, and we’ll keep on doing it that way. And why? „Because we’ve always done it that way.“ Basically, this attitude is not even completely wrong. After all, it follows the well-known...
The manager of the legendary billiard player Willie Hoppe was once asked by journalists how it was that Willie could win all of the billiard tournaments. His answer: „Willie only ever plays billiards, everyone else only ever plays Willie.“ Far too...
Advertising should attract attention. But for what? And what is the impetus? For a product? A company? A service? Yes! But how, at the current noise level? Even louder? Not possible. Even more colorful, elaborate, more expensive,...
If you were to ask European consumers about the preferred form of government you would most certainly find a high level of approval for democracy. But … what, may I ask, has democracy lost in modern communications? How does democracy...
It was an impressive statement made by the crowd I saw at a demonstration by young people on the occasion of a Fridays for Future movement. And what does this statement have to do with advertising your product? Much more than you can or...
Much has been written about the myth of secret seduction. Roughly and in its essence, the myriad of authors who write about this topic can be divided into two factions: First, the practitioners. They set up a set of rules, how an advertisement,...
The best entrepreneurs have always had new ideas. But before an idea could gain traction and be monetized, it always caused offence. „The electric light can’t compete with the gas lamp, the oil lamp or candles,“ the competing companies sneered just...
To get straight to the point, you too can create fake news, spread doubts (agnotology) and fabricate counterfeits. You don’t need a permit, no training, no tried and tested virtues are required, and neither is an ethical attitude. All you need is...
The beauty of the digital revolution is that no one knows the route it will take, no one knows what the goal is and no one knows the laws by which it will operate. Check out all the tools, ideas, solutions and answers being promised to you in the...
AI is a newfangled term that is on everyone’s lips – comparable to the dewy „Wende“ of the German Chancellor Olaf Scholz or his writers: energy turnaround, climate change, economic change, etc. are the fashionable new terms. Are we all...
At times, the European Court of Justice, the Ministry of Justice, countless editorial offices discuss only one topic: the data of the self. How much more of this type of data do companies want to collect? What do they intend to do with the billions of...
Influencer marketing is on everyone’s lips. And why is that? Of course, because for heaven’s sake, no one wants to be labeled an eternalist, old-school, or even a relic. In fact, an entire industry has been established that can provide you with...
What was right yesterday is wrong today. What sold yesterday doesn’t work today. Or perhaps not? What has changed? Have people reinvented themselves? Have consumers been given a new knitting pattern? One that only a select few are...
When Cicero finished a speech, the audience used to say, „What a wonderful speech! What an incredible accomplishment!“ But when Demosthenes hurled his indictment against Philip of Macedon, the people leapt to their feet and shouted angrily,...
