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,...
