The free app includes around 20 carefully researched beaches and cliffs throughout Switzerland. Like the book, it conveys the beauty of nature and the freedom of cliff jumping through a simple diary-style design, the agency writes in a press release.

The main navigation takes users directly to the spots, provides tips on how to get there and informs them of the most important local rules of conduct. The Nearby function in the "Spots" section tells users where the nearest spots for chilling out or cliff jumping are located. A list also provides an overview of all the spots. Each entry contains information about the water temperature and quality as well as information about where you can jump or relax. Once you have chosen a spot, you can find your way there using the SBB timetable integrated into the app. Another highlight, according to the press release, is the spot rating: On a scale of 1 to 6, users have the opportunity to rate the places they have visited.

The app is available as an iPhone app via iTunes and on the Android Market via Google Play.

Responsible at "Pied à la Lune": Thomas Hägler, Philipp Spale. Responsible at Eyeloveyou: Stevie Fiedler (art direction), Oliver Kirschbaum (conception, consulting). Programming: Open Interactive.

 

Until March 2013, Isabel Wenger will continue to work for Mediapulse on a reduced scale and complete the development of the new TV panel.

Mediapulse has found a qualified successor in Caroline Kellerhals (pictured), according to a statement. The experienced market researcher and mother of two studied sociology, earned a postgraduate degree in statistics and worked for more than ten years in market research at various large companies. After a career break in Australia and various projects on a mandate basis, she is looking forward to the new challenge in radio and television research. Caroline Kellerhals has already started her new job, resulting in a longer transition period that will facilitate a calm and orderly handover of all tasks.
 

Source developed and realized the concept for the 250-page reader "Grächen in the stream of time - From the spearhead to the trekking pole". The realization lives from the generously used visual material, the majority of which comes from the editor himself, dated from the beginning to the end of the 20th century.

One hundred years of history reworked in a modern way

According to a statement by the agency, the design focuses on readability and the pleasure of reading, and the text is presented in a single column and in a calm sentence. The chapters are each separated by a colored double-page spread, thematically setting the mood for the continuation. The images used for this purpose have a diagonal grid of lines, giving them a folkloristic effect. The pages are designed with a lot of white space and contain key data about the historical, social, political, ecclesiastical and cultural development of the community of Grächen over the past hundred years.

Commitment to the changing times

In four extensive chapters, the way of life of the mountain farmers from the 16th century to the present, their cultural development and customs, as well as the rapid development into a tourist destination are reviewed. Important documents come from the archives of the municipality and parish, from family chronicles as well as private records. Source supported the editor and carried out the implementation as part of a cultural commitment.

With its decision of 14 September 2012, the Federal Council is sending a clear signal in favor of private media providers and against further distortions of competition, the association said in a press release on Friday. In 2010, the SRG requested that the ban on online advertising be lifted on the grounds that advertising on websites would compensate for falling fee income. The Swiss Media Association succeeded in demonstrating that this necessity does not exist, as more and more money is flowing into the coffers of fee-financed television due to population growth on the one hand and more television advertising, sponsorship and product placement on the other.

Schweizer Medien welcomes in principle the Federal Council's intention to revise the radio/TV license. SRG must also fulfill its mandate as a provider of audio-visual content via the new distribution channels. TV channels should therefore also be accessible via the Internet, the press release continues. However, it must be clearly defined that SRG's mandate lies in the audio-visual sector and not in independent text-based content. With the largest online editorial team in Switzerland, the SRG has secretly created a basis that massively competes with the private media houses in their online presence. In the view of Schweizer Medien, the text-based offering on the internet and on mobile channels is definitely not part of SRG's legal mandate and must therefore be clearly restricted. The SRG should not be allowed to compete with the online paid offerings of private media providers with free offerings outside the public service.

This is the only way to maintain a diverse and high-quality Swiss media landscape in the medium and long term, writes Schweizer Medien. As a radio and TV provider that is financed by state-imposed fees, the SRG must accept certain restrictions in its appearance. Understood in this way, the revision of the license makes perfect sense from the point of view of private media providers, as it is unacceptable that SRG itself is constantly and insidiously expanding its offering. The supervisory authority must set clear limits here.
 

The Federal Council "does not yet see any need" to allow the SRG to advertise on its website, it writes in a press release. In principle, it is sticking to its position that SRG must also be commercially active on the internet in the medium term in the interests of fee-payers. However, in view of the positive development of SRG advertising revenues over the last two years, he considers it premature to open up the service today. The Federal Council writes that the solution is economically viable for the SRG.

The Federal Council wants SRG to be able to offer non-broadcast-related content on its website in future "within a clearly defined scope". Since the last SRG license was granted in 2007, the trend away from traditional media towards online offerings has increased significantly, the Federal Council explains.

The Federal Council's decision had become necessary because publishers and SRG were unable to reach an agreement on the issue. The dispute between the publishers and the SRG began over two years ago. (SDA)
 

The aim was to give the traditional Hardegger store, formerly known as Hardy's, a new face without denying its tradition. So the former name "Hardy's" became "Hardegger". The Zurich lion characterizes the appearance.

Responsible at Hardegger: Dominik Thomas (Management & Marketing). Responsible at Studio Geissbühler: Nadine Geissbühler (Creative Direction), Caspar Schmidlin (Illustration), Jonas Kuhn, Mathias Zuppiger (Photography).
 

But in times of saturated markets, this no longer works, Peter Marti is convinced, "because the usual marketing tools have worn out". Consequently, the CEO of Marti.Seiler Communications uses the latest online technologies and strategies in his work and combines them with a clever offline presence "to focus on the individualized approach to the consumer".

Peter Marti has now also written a new non-fiction book about this. "Don Pedro and the Mouse" follows on from his first book "Lizard Marketing". It was about the "Absolute Return". In the sequel, the method developed by Marti is now taken further into the online world. "Cross-media marketing in digital times" is the subtitle. The title "Don Pedro" goes back to Marti's wife. "She gave me this name two years ago. And the mouse is my work tool. The Apple mouse, of course." Don Pedro and the mouse have written numerous well-known advertising campaigns for well-known Swiss and international companies - advertising campaigns with bare bottoms, with girls, golden rabbits and Hollywood stars such as Penélope Cruz. The poses have earned Don Pedro the nickname "Füdli-Marti". Provocations of this kind are no longer Don Pedro's style. However, the aim of Pedro's advertising remains the same: an absolute return for the brand and, of course, for the client. In his current essay, Marti also uses this "absolute return" as a control instrument again. "It's not just about loving the customer, it's about having the goal of every advertisement in mind: to sell successfully!"

The 200-page book analyzes the role of the Internet in the present and future. Even Marti "cannot see" into the future. But he dares to go out on a limb with a few predictions. However, he does not want to "fall into the trap of most futurologists who extrapolate the future linearly from the present". Marti sees "intelligent cross-media marketing" as the appropriate response to the changes of the last ten years since "Eidechsen Marketing" was published. Some of these changes have also been incorporated into the new book. Attention has become an important commodity in our over-information society. Advertisers are increasingly asking what happens to the money they invest. Marti's answers: The "Absolute Return" method uses state-of-the-art database technology to handle every customer contact effectively and in a customer-friendly way. It uses cross-media marketing in all available media. The method uses a media focus around which all activities can be grouped. And the "Absolute Return" method compares income with expenditure in a fundamental and differentiated way. After chapters such as "Cross-media marketing in digital times" or "The change in customer satisfaction", Marti also writes about Facebook, Twitter and YouTube. The dangers and opportunities on the net. Or "How the design can promote the return of the website." The "New Diversity" section looks for new directions, for example the "end of television in the living room". The chapter "From mass communication to communication on demand" also provides valuable insights. Attached to the multi-layered considerations are "75 tips from Peter Marti" as well as various practical aids and checklists - from the briefing and presentation to the choice of channels and, of course, the advertising agency. pan

 

For two days, the advertising scene stood on each other's feet in the gallery. The photo book includes most of the creative minds from the Bernese advertising scene (77 in total), and all the strong agencies are represented. And all photographed by top-class Swiss-German people and advertising photographer Werner Tschan.

"Advertiser at Werner"

Tired of door-to-door canvassing, Werner Tschan invites his customers to his studio for a photo shoot. Word of Tschan's own affair quickly spreads in the favor industry. The first 45 or so confirmations were followed by mostly voluntary registrations. The photographer receives the last request less than 24 hours before the data needs to be prepared for the print shop. Nevertheless, even the very last advertiser is placed in the center of attention in front of a neutral background at Studio LTD. The customer is the concept, Tschan comments meaningfully on his labor of love.

The self-promotion campaign becomes "Werber bei Werner" - the portrait book that was on display and for sale at the "Keine Kunst" exhibition on September 8 and 9, 2012. In the end, the photographer managed 77 variations - despite mostly black clothing and many dark glasses frames. And just as everyone was allowed to submit their own picture to Tschan, each portrait is given its own double page: In the open "flatbook", the expected fold in the middle of the book is practically impossible to make out. With no visible binding, the photographs are shown to their best advantage across the entire width.

25 years are "no art"

Since 2010, the free art forum "KeineKunst" has been presenting artists, "Keinekünstler" and their works in Werner Tschan's studio for photography in Bern on a quarterly basis, concentrated on one weekend. There is a good reason why the initiator of "KeineKunst" is using the institution to exhibit his own photographs: Studio LTD is celebrating its 25th anniversary this year. In addition, Tschan emphasizes that he has always made commerce, not art.

The portrait book is being published in a first edition of 250 numbered and signed copies and is available from Werner Tschan at a price of 200 francs.
 

The aim was to offer the participants interesting and varied days in Zurich. This is what the agency writes in a press release. The Marbet project team put together a program consisting of culture, leisure activities and culinary experiences.
 

It is a magazine that stands out from the other magazines on the newsstand: With its elegant linen cover and handy format - barely larger than A5 - Reportagen is somewhere between a magazine and a book. A booklet to read, not to leaf through. The graphic design alone makes it clear that the text takes center stage. No photos or photo spreads compete with the words. Only occasionally are the reports supplemented with illustrations and elaborate infographics. Instead, the text blocks are played with. The sections alternate between left and right, with the occasional quote at the bottom of the page. With the exception of the few advertisements, which are bundled together at the beginning and end of the magazine, the colors are two-tone. The dominant color on the cover is picked up on the inside pages and lends structure to the magazine by visually separating the reports with a plain-colored title page.

In terms of content, Reportagen offers six current and one historical report on over 100 pages - Ernest Hemingway and George Orwell send their regards. "A world is coming to an end", "Sharia hotline", "Bankers underground" and "Dreamboat for everyone" are the titles that are intended to make the world tangible for the reader. "We want to whisk you away to this mountain above the fog," writes Editor-in-Chief Daniel Puntas in the edito of the first issue. Renowned authors report on their experiences, impressions and distant adventures - well-known reportage writers such as Margrit Sprecher and Erwin Koch, but also prominent writers such as Alex Capus and Susanna Schwager. Puntas' aim is for the stories to surprise, captivate and touch the reader.

The texts are usually between 10 and 16 pages long. Only at the end are short snacks served up. Some poetry, a column and the section "The Duel", in which the reports of two reporters who both received the same assignment are juxtaposed. The subjectivity of the reporting becomes obvious here. It becomes clear how differently two authors deal with one and the same topic. For example, what two journalists know how to do with the Zurich derivatives fair and the question of whether bankers are learning from the financial crisis.

Reportagen is published every two months with a circulation of 20,000 copies in Switzerland, Germany and Austria. The magazine is available by subscription and at newsstands. On Reportagen. com, the texts are also available individually or as audio books.

Isabel Imper

WW: Reportage goes against the spirit of the times: long texts, no photos, no iPad edition... How were you able to convince the investors of your project?
Daniel Puntas: The investors were convinced precisely because reportage does not correspond to the zeitgeist and does not offer the same as everyone else. The credo of many publishers that you have to provide information quickly and briefly may be true for the majority. Nevertheless, there are enough readers who like to immerse themselves in a longer story and are prepared to pay for this quality. I also believe that the haptic aspect is not only appreciated by the 40-plus generation, but also by the young.
 
Why does Reportage do without photography?
For two reasons: Firstly, photography would go beyond the budget. The second and perhaps more important reason is that most of the media that are going in the same direction as us rely on a large visual language with long photo spreads. If we did the same, we would be interchangeable. We want to differentiate ourselves from Geo or National Geographic. These are products that produce reports with a much larger budget.

In your opinion, what makes a good reportage?
A good reportage is created when an author gets stuck into a topic and is determined to tell a story. When he is so enthusiastic about a person or a topic that he devotes a month to it.

Then the spark automatically jumps over to the reader?
If the author really puts this commitment into the text, then yes. Provided, of course, that he has mastered the craft and can write above average.

But what is so special about a reportage?
The report takes the reader into a world. A 10-minute TV report about a Bolivian saleswoman on Lake Titicaca can certainly give me an idea of what her everyday life is like. But then something new comes along and I have forgotten the Bolivian woman again. If, on the other hand, I spend half an hour reading about her fears, her worries, her feelings and her everyday life, I am more likely to remember it. You don't forget a good reportage. Because it manages to make the reader empathize and participate in someone else's life. Something that otherwise only novels can achieve.

Who is your target audience?
Our readers are first and foremost "readers". People who like to read a lot. Who exactly belongs to our target group, however, is only just beginning to crystallize.

What do you already know?
The typical reader is over 25 or 30 years old. And tends to be male. We have a ratio of around 65 percent male readers to 35 percent female readers. Something we didn't expect. We focus on storytelling, we let writers tell their stories. That's why I would have guessed that female readers would be in the majority. After all, over 80 percent of customers in the novel section of the bookshop are women.

How do you explain the lack of interest among women?
We are perceived as a journalistic product at the newsstand. Our cover tells a story: It's about stories. But reporters explain the world. It's about Afghanistan, the financial crisis, raw materials. That probably appeals more to men. We need to place even more emphasis on non-fictional storytelling. Show that stories are told.

Are you about to make this fact known to your readers?
Yes, we are increasingly organizing readings with authors in bookshops. There are usually more female visitors than male visitors. We will also communicate the storytelling even more via the cover. And we are placing advertising in targeted places, for example in women's magazines.

Advertisements only make up a small proportion of reports. How many readers do you need to be in the black?
It's hard to say: the figure fluctuates depending on whether we sell more magazines at newsstands and in bookstores or by subscription. If someone buys reports at the newsstand, we only receive around half of the 20 francs. That's why we naturally want to attract subscribers above all.

How many subscribers should there be grosso modo?
We currently expect to have around 6000 subscribers. That should be the point at which we can cover our costs.

How many are there at the moment?
Just under 2000.

How long do you have to reach your goal?
That remains to be seen. I assume that we will have to fight for the next three to four years and may be forced to make improvements on the capital side if the start-up capital is not sufficient.

How long will this last?
When we started last October, we assumed that we would certainly be able to work with the capital for two years. That will be roughly the case. Everything else is written in the stars...

How important are Germany and Austria as markets?
At the moment, their importance is still marginal. Switzerland accounts for around 75 to 80 percent. As soon as we have a stable base in Switzerland, we will make efforts to reach people in Germany. It would be bad not to have a presence in such a large market.

Why is the proportion still so small?
I think the price sensitivity in Germany is quite different: 20 francs for an issue is accepted in Switzerland. 15 euros, on the other hand, is too much for many Germans. Our German subscribers are real enthusiasts.

There are six current and one historical report in the magazine. Why a historical one?
There are many good reasons for this. Firstly, they are high-quality texts that people still enjoy reading. Secondly, the reports are written by famous authors. That should show: Top authors also write reportages. Thirdly, with the historical reportage we want to signal that our magazine is part of a tradition. To show that reportage has always existed.

To what extent have reports changed?
In the past, nobody consciously wrote a reportage. They were travel journalists. Or even earlier: conquerors, scientists or explorers who kept records. Christopher Columbus' diary, for example, is excellent reportage! The texts fulfill all the criteria: go there, watch, describe and link the observations with your own thoughts. The journalistic genre of "reportage", on the other hand, only emerged in the 20th century.

Still on the online strategy: The texts are available on the website. Is this offer being used?
No, practically not.

The reports are even available as audio books. What about these?
These are also hardly used. Although the offer is included in the price for subscribers. We had the feeling - as everyone is now "plugged in" and permanently online - that it would be a good idea to produce the texts as audio books. That way, you could listen to the 20- or 30-minute texts during a train journey, for example. Without success. Either we're not doing it well enough, or the demand simply isn't there.

What happens online?
Our website is currently used 90 percent of the time to order a subscription. However, we have deliberately established the online window to keep new options open. I'm not ruling out the possibility that we'll have an app at some point. Or maybe in two or three years there will be an iPad version, which will be much more in demand than the physical product. I don't know.

And in the near future: What is planned for the next two or three issues?
The next three issues will look more or less the same. There are still some fine adjustments to the layout. Conceptually, however, it will remain the same for the time being. We will decide on the basis of the current year's experience whether we will delete some of the articles next year or whether we will, for example, increase the number of reports from six long texts to eight shorter ones or vice versa.

You have written reports for the NZZ, Geo and Cicero. Will you be joining them as editor-in-chief?
No. I don't know when. However, it is my wish that we will have enough readers at some point and that the company will function in such a way that I can afford it again. You can assume that: When I start writing again myself, things will work out the way we want them to.

Interview: Isabel Imper 

 

In the still young mobile association SMAMA, "the swiss mobile association", the companies Coop, Migros, Ringier, Tamedia, NZZ, SBB, Swiss Post and the Publigroupe subsidiary Publicitas are already represented after half a year. Publigroupe board member Andreas Schönenberger serves as association president. Fritz Reust serves as Managing Director.

The SMAMA association wants to be an information broker in the mobile business and representative of its members towards authorities and other organizations. "The mobile market should be professionalized by an efficient generic marketing", the initiators think. Thus, the association has already set up various working groups on mobile marketing and mobile advertising to strengthen the channel. The SMAMA management has also already made contact with representatives of the BSW. For the time being, however, the "leading Swiss agencies" do not want to know anything about joining. "A wait-and-see attitude that surprises us a bit. For us, it's not about the membership fee, but about an exchange of experience," Fritz Reust wonders.

Accordingly, there were few advertisers or even top creatives in the audience at SMAMA's first annual event in ETH Zurich's lecture hall HG F5 on September 4. On the other hand, among the more than 176 interested people, numerous other big names in the currently fastest-growing segment of new media were informed about future developments. Strikingly, only about 10 percent were women. On the other hand, the mix of speakers was quite equal.

Telecom companies are also not yet members of the SMAMA association. The fact is, however, that according to scientific estimates, data traffic will grow by 26 percent annually in the near future.

Impressive numbers

As Fritz Reust said in his welcome address, 2.2 million people in Switzerland are currently online every day. An estimated 800,000 to 1 million iPads are in use. In addition, there are more than 8 million cell phones, according to the latest calculations by OFCOM. 74 percent own a cell phone with Internet capability. The market share of smartphones and iPhones is 50 percent each. On average, iPhone users have downloaded 60 apps each onto their devices. They spend 48 minutes a day using them. Another interesting fact is that 63.1 percent of all Facebook calls are made via mobile. At Google, we find that 30 percent of all search queries are made via mobile. One may wonder why, according to the statistics, users of Apple devices make more use of the new possibilities than Androids. The development of smartphones is growing ten times faster than the number of computers in the early years of the PC revolution. As a result, the PC may soon be relegated to the sidelines. "We are living in a smart phone era."

These and many more details and latest findings can be found on the association platform www.smama.ch. Twice a week, this website is updated. You can expect at least 40 new technical articles per month. Much of this info is freely accessible. Other research, studies and news from around the world are open only to SMAMA members. These also have access to four additional professional meetings per year. Membership is open to "interested parties without commercial interests" from 300 Swiss francs. Students pay 100, companies from 1000 to 3000. A deliberately futuristic strategy of SMAMA: start-ups are admitted to the association "for free".

Support for start-ups

In his presentation, Christian Wenger explained what else one should know when founding a start-up. The lawyer and partner of Wenger & Vieli specializes in IT companies. He was able to show that the five largest IT companies in the world today together generate more revenue than the entire economy with all the major industries in Germany. And all these companies like Twitter, Google, Facebook were founded later than 1970. Wenger regretted that start-ups are not promoted enough in Switzerland. The exciting people are migrating to Berlin, where they are well on their way to becoming "Silicon Valley number 2.

Another speaker, Juliana Sutanto, explained how, as a lecturer at the ETH Zurich, she is currently conducting research on the much-anticipated "mobile payment". For this study, which is being conducted in collaboration with Italian scientists, Sutanto is working with 40 stores in Varese and the bank BNP Parisbas.

Lack of harmonization

With a bow to advertising, it became apparent in the discussion rounds that there is no harmonization in formats for the advertising media currently used in the mobile sector. Even for different titles in Tamedia's publishing house, different formats have to be submitted. This makes work more difficult, which would actually no longer be necessary with constructive cooperation. And it is precisely at such points that SMAMA wants to come to play with its mediation. "We want to bring together all the people who move in this space." As a further goal, the association wants to "also critically question the development," was defined at the annual event.

The adoption of mobile marketing apps
Katarina Stanoevska from the University of St. Gallen provided information on the state of play of a study on branded apps. How are such apps from companies like H&M, Red Bull, BMW or Nike accepted by the target group? "Such channels are becoming increasingly important. Advertising, however, has not yet grasped this," Stanoevska dared to claim. From the field of numbers, she was able to point out that 30 billion apps have been downloaded worldwide to date. Half a million of such gadgets can be found in the Google store. An additional 150,000 can be purchased through Apple. The most sought-after apps at the moment are still games. This is followed by entertainment, travel, books and lifestyle. Surprisingly, more apps are used in Switzerland than in Germany and Austria. On average, Mr. and Mrs. Swiss have downloaded 34 apps, according to Stanoevska. Of these, 18 are paid for. The perception of advertising on an app can be rudimentarily measured by how many of these apps are updated later on.

"Make IT sexy"

Christian Wanner was able to come up with concrete figures and projects at the annual event. The co-founder and CEO of Switzerland's largest online supermarket presented the LeShop iPad app as a preview. It has only been officially available in the Apple iTunes Store since September 6 and is now at the top of the iPad app hit list. A customer survey conducted by LeShop.ch in May 2012 showed that 36 percent of LeShop.ch customers already own an iPad - and of the remaining 64 percent, one in three said they planned to buy one by the end of 2012. Le- Shop.ch therefore invested in the development of a new iPad supermarket. Today, almost one in five orders is already placed via smartphone or tablet.

Christian Wanner showed why the app just developed for the iPad could not simply be a "blown-up" version of the already successfully used app for the iPhone. LeShop.ch's briefing to the developer made it a condition that the graphic layout should be ideal for a 3.5-inch screen. 62 different items should be able to find space in the shopping cart. These are selected from over 10,000 products. Such a "weekly bulk purchase" takes on average no longer than 12 minutes.

Faster than the web

Because uploading the images for 62 different products over the network would take far too long for a purchase, with the apps for the iPhone and iPad a catalog with the entire LeShop.ch range is downloaded once and installed quickly on the device's hard drive. Each time the app is started, any price changes are later synchronized automatically - but this only takes a fraction of a second. The customer can then click, view and select their goods offline. They only go back online when they submit their order. With the new app, LeShop has placed great emphasis on a graphically very easy-to-read display.

An additional advantage of the new app for the iPad is that the shopping basket can be kept open for longer periods of time. "Multichannel" is the name of the concept with the mobile shopping basket. In concrete terms, when I brush my teeth in the morning, I can order a new tube of toothpaste in the bathroom via the iPhone. Then, in the kitchen, I use the iPad to order new coffee capsules - because I realize that they're about to run out. Later, in the office, I use the PC on the desk to order a few more items - which are added to again on the train ride home via the iPhone or iPad, until the order is finally sent off at home with further additions from the rest of the family.

Unstoppable boom

LeShop.ch sold goods worth CHF 77 million in the first half of 2012 and delivers 200 tons to its customers every day. The largest Swiss online supermarket sees growth potential primarily in new channels. At the beginning of the year, 12 percent of orders were placed via mobile devices. In the last two months, 19 percent or 15,000 of a total of over 90,000 orders were placed via mobile devices. Soon, one in five purchases will come from the mobile Internet. Christian Wanner is delighted: "The fact that the mobile share is developing so rapidly exceeds our expectations. The share of sales via mobile applications has grown from 12 percent in the first quarter of 2012 to 19 percent in the second quarter. We are convinced that this trend will intensify even further."

LeShop.ch customers buy online at LeShop.ch and have their purchases conveniently delivered to their doorstep. Delivery is made the next day by express mail. The trend toward mobile web use supports this development. At LeShop-Home, customers can choose from 10,000 products, more than half of which are M products at M prices. The minimum purchase is 99 francs. Depending on the value of the purchase, delivery costs range from 7.90 to 15.90 francs. Delivery takes place the day after the order is placed, between 5 and 8 p.m., and on Saturday morning. LeShop now also operates a LeShop.ch drive-in in Studen in the Bernese Seeland region. LeShop.ch is the Swiss market leader in Internet retailing. LeShop SA was founded in 1997 as a pioneering company by private entrepreneurs. Since January 1, 2006, the Federation of Migros Cooperatives has held the majority of the share capital of LeShop SA.

Andreas Panzeri

 

While "eco" has now made a dubious career from an "it" word to a "shit" word, today everything that can't run fast enough is "organic". First and foremost, of course, fruit and vegetables, but also meat, gas, wall paint, toilet paper, bread and even clothing. The manufacturer promises that organic clothes decompose by themselves when they are no longer needed. Fortunately. Imagine if they decomposed when they were still needed. I can imagine some very unpleasant situations. Especially when I think about who typically wears such organic clothing. But that's not the point here today.

Cheerful brand guessing

Resourceful marketers have even created biodiesel, although there can hardly be anything more absurd than heavy fuel oil and organic hand in hand. True to the motto: the truth is what consumers are prepared to believe in. However, our times are obviously not as organic as the "organicized" range of goods makes it seem. For anyone strolling along the streets and through the woods imagines themselves in the middle of the garbage heap of a throwaway society: paper, boxes and bottles everywhere. The rubbish isn't pretty, but it does have one good thing: on long walks through the woods with our son, I can play "recognize paper" as soon as the person I'm talking to has fallen asleep. Very entertaining! There in the bushes, the faded yellow packet with the barely recognizable "-ne" on the back: clearly a Parisienne packet. Even a passionate non-smoker can see that. A little further on is a PET bottle with embossed vertical stripes, a slim waist and a red cap. Although the label has long since disintegrated (presumably in the acid rain), this disposable bottle is clearly a Coke bottle. And at the front, under the tree trunk, an elongated, white and black paper. What might that have been? Oh, how nice, a children's bar.

On the mossy wall a little further on is my next riddle: an empty cup, transparent, with a plastic dome like a porthole and a green figure with a double fish tail on its belly. Do you know who produced this disposable product? That's right, Starbucks. And what is that? Another PET bottle, but without a face and without a name. Too bad. The green and white can right next to it fared better. It may be crushed and a little rusty, but it is and remains a Heineken can. Even from a distance.

Finally, a red plastic bag with plain white lettering hanging out of the bin (correctly disposed of, after all) reminds me that I need to restock my wardrobe. The best place is Esprit. 

Brand management posthumously

My little trash reading leads me to the following, admittedly somewhat daring thesis: A brand is only successful when products are still recognized by passers-by as belonging to exactly the same brand and no other, even after decades under stinging nettles. Only those who still advertise posthumously are the true masters of being remembered.

Perhaps you could start a small test series in the forest to test my thesis. Long-term and sustainable, of course. That wouldn't really be organic. And certainly not organic. But it would be exciting.