Nike’s: The Sneakers I Want!

chiligum-nike-flyknit-racer

Again and again, I ask myself: How do they do it? I just simply want (!) these superb sneakers from Nike and can’t wait for ’em!

I guess, it’s because of the perfect interplay of the multiple facets of branding. At the bottom, a very salient association links Nike’s to sports wear on my mind. Next, the brand performance and brand imagery is just, what I am kind of looking for. There are innovative and distinctive products meeting a progressive and dedicated mind-set. Always cutting edge. Big win on points-of-parity and points-of-difference. Thus, I do very positively resonate relating to my judgments and feelings on the next level. Read more →

Top 5 Events in 2016

01. Rockstars Festival
#online #marketing #ecommerce
26.02.2016, Hamburg
http://www.onlinemarketingrockstars.de

02. re:publica
#web #culture #innovation
02.-04.05.2016, Berlin
https://re-publica.de

03. beyond tellerrand
#design #web #creativity
09.-11.05.2016, Düsseldorf
https://beyondtellerrand.com

04. dmexco
#online #marketing #ecommerce
14.-15.09.2016, Köln
http://dmexco.de/en/Home.html

05. Research & Results
#market #research #conference
26.-27.10.2016, München
http://www.research-results.de

(Almost) No Brand like Coke: Taste the Feeling

chiligum-coke-taste-the-feeling

Almost no brand around manages to always totally keep up to date, to distill the spirit of the time, but still to totally stay true and keep it real and consistent to where the brand comes from, to what the brand has told us before. Respect!

Detergent – Same Same, but Different?

detergent

Let’s have a look at a typical detergent retail shelf. First impression, massive oversupply. Hard choice, isn’t it? Now, what to do?

First, you talk to your retail expert. You take category management seriously. You optimize your placement. You vary pricing and package volume. And offer seasonal promotions. Next, you talk to your neuromarketing expert. You craft the packaging to implicitly send signals to persuade the shopper’s auto-pilot. While you claim your spot on the emotional map.
Read more →

REWE – Dein Markt