Suffering from Borer Fielding Syndrome
This year's Marketing Gala in Freiburg celebrated the power of vision
This year's Marketing Gala in Freiburg evoked the power of visionsBy Anita Vaucher The projects submitted by this year's Marketing Trophy winners stood out for their high quality. However, it was not only the award winners who had visions, but also the speakers at the Marketing Gala.
For the fifth time, the Swiss Marketing Day took place in Fribourg with the presentation of the Marketing Trophy 2002. With this award, the Swiss Marketing Club (SMC) honors companies that create customer benefits with marketing activities, contribute to success and also still take into account the interests of the public.
The idea for the conference originated in 1995, and because this year's event was themed "The Power of Vision," SMC President Roman Zenoni quoted Antoine de St-Exupéry to recall the founding of Marketing Day, which also needed vision at the time: "If you want to build a ship, don't drum up men to build the ship, but try to inspire people to go far."
National Councilor Walter Bosshard confirmed that politics also needs visions. Actually, a society that does not attach any importance to tradition should be a society of visionaries. But this is not the case. It is also difficult to develop visions in an increasingly hectic environment, Bosshard noted. In addition, it takes courage to position oneself with one's own and perhaps also unconventional opinion.
Paola Ghillani, Managing Director of the Max Havelaar Foundation, expressed the vision that one day the Max Havelaar nonprofit organization would no longer be needed. Consumers should one day take it for granted that they will only buy products that have been produced under humane conditions. Founded in 1992, the company first gained a high profile by selling coffee and then numerous other products that guarantee a fair income for producers in the Third World through fair trade.
Johannes Matyassy, head of Presence Switzerland for a year and former press spokesman for the FDP, spoke of the Borer-Fielding syndrome when he thought of the discrepancy between the Swiss view of their country and the impression that
the small alpine country abroad. As a recent example, he cited the Swissair grounding, which was "hyped up" to a national catastrophe in this country, while abroad Switzerland's image had not suffered at all as a result.
The winners of the Marketing Trophy
For the fifth time, the Swiss Marketing Day took place in Fribourg with the presentation of the Marketing Trophy 2002. With this award, the Swiss Marketing Club (SMC) honors companies that create customer benefits with marketing activities, contribute to success and also still take into account the interests of the public.
The idea for the conference originated in 1995, and because this year's event was themed "The Power of Vision," SMC President Roman Zenoni quoted Antoine de St-Exupéry to recall the founding of Marketing Day, which also needed vision at the time: "If you want to build a ship, don't drum up men to build the ship, but try to inspire people to go far."
National Councilor Walter Bosshard confirmed that politics also needs visions. Actually, a society that does not attach any importance to tradition should be a society of visionaries. But this is not the case. It is also difficult to develop visions in an increasingly hectic environment, Bosshard noted. In addition, it takes courage to position oneself with one's own and perhaps also unconventional opinion.
Paola Ghillani, Managing Director of the Max Havelaar Foundation, expressed the vision that one day the Max Havelaar nonprofit organization would no longer be needed. Consumers should one day take it for granted that they will only buy products that have been produced under humane conditions. Founded in 1992, the company first gained a high profile by selling coffee and then numerous other products that guarantee a fair income for producers in the Third World through fair trade.
Johannes Matyassy, head of Presence Switzerland for a year and former press spokesman for the FDP, spoke of the Borer-Fielding syndrome when he thought of the discrepancy between the Swiss view of their country and the impression that
the small alpine country abroad. As a recent example, he cited the Swissair grounding, which was "hyped up" to a national catastrophe in this country, while abroad Switzerland's image had not suffered at all as a result.
The winners of the Marketing Trophy
In category 1 (companies with 1 to 49 employees): International Sport Agency AG, Buchs SG, with the market launch of Aqua Nova.
In category 2 (companies with 50 to 299 employees): Kuhn Rikon AG,
Rikon, for the concept "Heiss gerichtet".
In category 3 (companies with over 300 employees): Südostschweiz Presse AG, Chur, for the launch of the member club "high5".
