There's life in the old dog yet again. This also applies to car brands from time to time, even if most attempts at revival fail - let's remember Borgward or DeLorean. The brand that is the subject of this article now only produces one vehicle and is well on its way to becoming the next brand zombie with a glamorous history: Lancia.

In the ears of many automotive enthusiasts, this name still has a good ring to it, recalling classics such as the Aurelia, Flaminia or the rally legend Stratos. The Stellantis Group now wants to take up this great tradition again and presented a sculptural design study at the end of 2022 to mark the brand's resurrection, which had one thing above all: no wheels. In other respects, too, it was more reminiscent of a computer mouse from the 2010s - after all, it is supposed to anticipate the future design language of the recently all-electric brand (of course!) Lancia. The first new vehicles with wheels are to be expected at the earliest 2024. We can be curious, but already some (unauthorized) images are circulating through the net.

In addition to the sculpture, a completely new corporate design was also presented, which is supposed to be based on its logo predecessors from successful days - but still comes across as very "pure and radical" - that's how Lancia calls its new concept "PuRa". So much for the official diction, peppered with all sorts of elaborate 3D videos and slightly clichéd Italian lifestyle in moving images.

The logo itself represents a return to its semantic origins - and still manages to get everything wrong. The lance with the flag is practically impossible to decode. Furthermore, the design has considerable formal flaws, as shown by the black-and-white representation, which is to be used primarily digitally. It is practically unrecognizable at small sizes. Why such a rather clumsy old-school 3D logo is presented in our digital age is probably known only to the designers themselves. Better there is everything else that is in the brand construction kit.

In any case, they have succeeded here in making you immediately think you are in an elegant, Italian premium world when you see the brand: The Lancia typography, colors, materials and graphics, however, tend to speak a language that comes across as less modern than nostalgic in today's automotive environment. Is this what an automotive renaissance for the 21st century looks like? One wonders who this brand will inspire in the future. Certainly not Gen Z or millennials. It's more likely to appeal to the older generation, if they can be dissuaded from their ultra-modern Mercedes, Ferrari or Porsche models.

In any case, we can hope that the announced exciting new Lancias will go on sale before the actual reminiscent target group passes away.

* Heinrich Paravicini is founder and creative director of Mutabor.

The new principle free of charge

Win customers and increase sales with contemporary content marketing.

• Author: Kerstin Hoffmann
• Publisher: Wiley-VCH, 2023
• Pages: 270
• ISBN: 9783527511358

It may seem like an absurd business model to make one's knowledge freely available instead of protecting it. Nevertheless, Kerstin Hoffmann advises giving up the secrecy. The glasses through which she judges the sense of blogging positively to euphorically are relatively often those of her own web activity. Readers, however, get a good chance to judge for themselves whether the "principle of free" is for them. A book for anyone who wants to be introduced to the strategies and methods of content marketing.

Change it!

21 creative instigations to change the whole world, any organization, and even yourself.

• Author: Andri Hinnen and Gieri Hinnen
• Publisher: Murmann Verlag, 2022
• Pages: 220
• ISBN: 9783867746991

Why is the underdog Han Solo the perfect hero type? Why did Nemo have to leave his reef and Luke Skywalker sacrifice the father he longed for? The best films make use of archetypal metaphors that have a deep impact on the subconscious. Those responsible for change projects can do the same. Whether it's the hero's journey, Hegel's dialectical rule of three, or the obligatory temptation that every hero must resist, the Hinnen brothers very entertainingly show how to grab and activate their audience.

4000 weeks

Life is too short for time management.

• Author: Oliver Burkeman
• Publisher: Piper Verlag, 2022
• Pages: 304
• ISBN: 9783492058162

The life of a person who reaches the age of 80 lasts about 4,000 weeks. 4,000 weeks, from which - as time management advisors teach us - we always have to get the best out of. For Oliver Burkeman, that's a wrong approach that doesn't make people more satisfied, but only more stressed. His counter-suggestion: accept that time is limited and that we never have our lives completely under control. And recognize that rest has value in itself and that time spent with others is especially precious. An inspiring book for all those who no longer want to put themselves under time pressure.

The power of platforms

Politics in the age of the Internet giants.

• Author: Michael Seemann
• Publisher: Ch. Links Verlag, 2021
• Pages: 448
• ISBN: 9783962890759

Today, no one can ignore platforms. They are everywhere, multifaceted, and their influence is constantly growing. This can be extremely problematic, but under certain circumstances it can also be helpful - for example, with regard to global challenges such as climate change. What platforms are, how they function, and what political and economic dimensions they have are explained by Michael Seemann in The Power of Platforms in a detailed, vivid, and extremely well-versed manner. It's not always easy reading, but it's highly interesting.

Seven years after its founding, Too Good To Go is also taking the next step in its visual development. As of now, the company presents itself in a new design. The modernized look is intended to focus even more on the community and connect across all generations.

With this step, the brand wants to increase its impact and save even more food from the garbage can. Together with over 70 million registered users and more than 130,000 partners in 17 countries, the brand aims to end food waste and sustainably protect our environment.

Focus on broad audience

"The power of our brand has been instrumental in the growth of Too Good To Go. It has helped build a strong community of 70 million registered user:s, gain tremendous credibility and sustain a high level of organic growth. To further increase our impact, we recognized that we needed to reach out to a broad audience beyond the niche audience that already recognizes the urgency of taking action on food waste," explains Ivo van den Brand, Global CMO of Too Good To Go.

With the new brand positioning and identity, Too Good To Go aims to create an emotional connection with the community. The new brand personality is intended to be friendly, honest, humble and authentic.

The new brand identity was developed entirely in-house by TGTG's international brand, creative and design teams in Copenhagen, London, Paris, Madrid, Milan and Toronto.

For many years Thomas Schmid worked as a designer himself and over time increasingly specialized in programming websites and apps. From this developed the fascination for creative web development.

Most recently, Schmid was employed by the Bern-based agency Bold. 2022 followed with Fount the step into entrepreneurship. "We provide our customers with customized solutions for their digital needs by seamlessly combining design and functionality," Schmid says. "Our approach aims to prioritize aesthetics and user experience while communicating information effectively and efficiently."

In 2008, the Tiptopf was given an all-round makeover for the last time. Now, after more than two million copies sold, Schulverlag plus has done it again in collaboration with Komet. "As the father of three school-age children, I'm delighted that the good old Tiptopf has made the leap into the 21st century with this revision," says Komet CD Jeff Gerber.

For example, a 60-page basic section on food preparation raises awareness of the sustainable use of food and focuses on regionality, seasonality and the use of leftovers. The popular pulses and the many breakfast ideas even get their own chapter.

Komet's new editorial design is also in keeping with the times. Starting with the cover with its negatively set title, through the feminine headline font used inside, to the consistent image concept with its bright, generous backgrounds, which are intended to show off the colorful dishes to their best advantage. Created by Zurich food photographer Fabian Häfeli and food stylist Feride Dogum, the new Tiptopf is intended to whet the appetite for cooking traditional Swiss dishes as well as new, vegan creations.

In addition, new icons and color coding of the individual chapters help both young and adult readers find their way around the 464-page thick and over one kilo heavy new pot of ink.

Responsible at Schulverlag plus: Bettina Biedermann (Project Manager). Responsible at Komet: Jeff Gerber (creative direction); Lara Klopper (art direction); Timo Brandt (DTP); Corinne Hert (client service director); Claudia Shatri (senior consultant). Photos: Fabian Häfeli (photographer), Feride Dogum (food stylist). Print: Westermann Printing.

Marketing Day returns to the KKL Luzern on April 18, 2023. After a three-year break, the Swiss marketing scene will once again meet face-to-face on April 18 for the annual industry gathering at the KKL Luzern. This year's motto: Focus. Because although digitization is opening up unprecedented opportunities, excellent marketing still requires a sharp focus: away from the possible and toward the necessary.

The event will feature various keynotes, presentations, talks and breakout sessions. Five keynote speeches will shed light on the topic of focus from different perspectives.

Annette Felicitas Häcki, Managing Creative Director at Jung von Matt Limmat, explains how radically focused purpose marketing can transform entire companies. And "Marketoonist" Tom Fishburne bridges the gap between old-school thinking and modern marketing technology with his cartoons. The supporting program will once again be led by SRF presenter Kiki Mäder.

In addition, the Marketing Excellence Awards will be presented again this year as part of the Marketing Day. 15 creative projects are nominated in the categories of large companies and SMEs. (Werbewoche.ch reported).

Throughout the day, participants will also have the opportunity to network with other marketing professionals in the Networking Zone and learn about the latest innovations in the industry from numerous exhibitors.

The detailed program of the Marketing day is under Swissmarketingforum.ch to find. Tickets are now available online.

Since the beginning of 2023, the company Bücheler Werbegeschenke belongs to Kaiser Promotion and is operated as a branch office at the new location in Affoltern am Albis. In addition to the former managing directors Erich and Tom Oester, the employee Carmen Schuster will also be taken over.

Although Kaiser Promotion was already active throughout Switzerland and in nearby foreign countries, the branch office in the canton of Zurich strengthens the company's presence in central Switzerland and thus ensures a broader awareness, according to a statement issued on Monday. In addition, Kaiser will benefit from Bücheler's more than 50 years of experience.

Cooperation with 4Ocean

In addition, Kaiser Promotion - according to its own information, the first company in Switzerland to do so - is entering into a cooperation with 4Ocean with the aim of promoting clean oceans around the world. The company is aware that the promotional products industry leaves its mark globally, and has been committed to sustainable products and environmental protection for quite some time now.

4Ocean is a non-profit company that has declared war on plastic waste in the world's oceans. The organization conducts global ocean cleanups and employs full-time professional captains who work with their crews to remove plastic and other harmful trash from the oceans.

For every 100 Swiss francs in sales generated by Kaiser Promotion, one pound of trash is removed from the oceans. The amount removed is shown on a certificate for customers who generate an order value of more than 2,000 Swiss francs. In addition, performance is monitored by means of a tracking system.

The cooperation between Volkswagen Commercial Vehicles and freestyle snowboarder Pat Burgener has been running for more than half a year - various stories have already been implemented. A new video was now to showcase Pat Burgener with his ID. Buzz in the snow.

Originally, the video was only planned for social media. But what emerged was an action video that was intended to be shown to a larger audience. The 70-second video was shot in Crans-Montana and aired once on Swiss television and was watched by around half a million viewers on Saturday evening at 8 p.m., according to the statement. Now the video can be seen on Pat Burgener's social media channels and on the Volkswagen Commercial Vehicles website.

Responsible at Volkswagen Commercial Vehicles: Manuel Marchev (Head of Marketing), Marco Niggli (Teamleader Marketing Communication), Benjamin Menzi (Marketing Communication Manager). Responsible at WABS: Pat Burgener (Director), Etienne Claret (DOP), Lisa Beney (Camera Operator), Alexandre Coquoz (FPV Drone Operator), Boris Mouton(Runner), Marc-Antoine Burgener (Management), Erika Gritzfeld, freshcom (Video Editing), Tassilo Flamm, EssenceMediacom (Media), Raphael Marquart, Swiss Online Publishing (Social Media).

Anyone who sees the current campaign by Yes! Creative Digital Marketing probably can't help but frown in confusion: the Chur-based agency is advertising a cat cookbook - and no, it doesn't contain any recipes for cuddly pussycats: "Foodstuffs long thought to have been forgotten are making a comeback in the kitchen. Cat meat is one of them," writes the agency in a press release, and with its cat cookbook it supposedly wants to focus on this "new trend.

Product images show an elaborately designed cookbook that contains around 30 "modern recipes with cat meat" and is intended to be "convincing in terms of both content and high-quality craftsmanship". In addition, the agency is launching a cross-media campaign to "encourage ambitious amateur cooks to pre-order". This also includes the landing page Cat cookbook.ch - which finally brings the long-awaited resolution to this morbid campaign.

The whole thing is namely - or rather fortunately - nothing more than a publicity stunt. Rather, the agency wants to raise awareness of the issue from a different perspective: "We strongly condemn the fact that it is still allowed to eat your own cat in Switzerland," says Richi Brändli, owner of the agency. "The whole thing is a publicity stunt, the cookbook will of course never be realized. We initiated the campaign ourselves independently of NGOs or other clients." For the agency, he says, it's about attracting attention with creative advertising. At the same time, it wants to use the attention to do something good: The visitors:inside of the Website are motivated to donate for cats in emergency. For several years, Yes! Vier Pfoten, and also supports the organization Save The Children.

Responsible at YES! Creative Digital Marketing: Richi Brändli (Concept), Dominik Kurmann (Art Direction), Shirin Luchsinger (Development), Erina Dvorak (Digital Campaign Management), Mena Dressler (Text).

Tilsiter cheese from eastern Switzerland has been produced in family cheese dairies for 130 years. To get the traditional brand back on everyone's lips, Tilsiter Switzerland - with the support of Ruf Lanz - launched "Tilsiter Wisdom" at the beginning of the year.

The campaign takes the centuries-old tradition of peasant wisdom and translates it pointedly into the present day. With tongue-in-cheek allusions to current trends, topics and events.

"The campaign hit a nerve. The population took it up immediately and continued to rhyme cheerfully. Within 14 days, more than 1,000 of their own Tilsiter sayings had been written," says Sibylle Marti, president of Tilsiter Switzerland. "As a result, we are in happy dialogue with consumers on social media. It's quite possible that we'll incorporate their poetry into future campaigns," adds Tilsiter Managing Director Urs Hänni.

Now the next campaign wave is already starting. The main medium is again posters throughout German-speaking Switzerland. This time with pointed allusions to current topics such as AI, vegan nutrition or climate strikes and with special subjects for recruits and the numerous hobby investors in the country.

In addition, Tilsiter will continue to react quickly and shrewdly to the latest news on social media - with the help of the population's love of fables.

Responsible at SO Tilsiter Switzerland: Sibylle Marti (President & Strategic Marketing), Urs Hänni (Managing Director), Claudia Moya (Marketing & Communications). Responsible at Ruf Lanz: Markus Ruf, Danielle Knecht Lanz (Creative Direction), Isabelle Hauser (Art Direction), Mario Moosbrugger, Isabelle Hauser, Markus Ruf, Danielle Knecht Lanz (Text), Armin Arnold (DTP), Gian Marco Juon (Consulting Management), Kevin Meier (Consulting Assistance). Media agency: PMC Prezzi Media.

Most recently, Alessandro Monsurrò led the marketing key account management team for the private client segments at UBS Switzerland and acted as product owner of an agile marketing pod.

"With the change into the film industry a dream comes true for me" Monsurrò is quoted in a press release. "Whoever knows me better knows my passion for the moving image. What the young ZFF has already achieved for Zurich as a location, the film-loving public, the international networking of the industry and the loyal sponsors deserves great respect."

Since March, Monsurrò has been bringing his extensive expertise to the Spoundation Motion Picture team. In the newly created position of Head of Marketing and Media, he is responsible for the marketing of the Zurich Film Festival.

"I am very pleased that with Alessandro Monsurrò we were able to hire the right personality and a marketing professional with many years of experience to continue the successful growth course of SMP and ZFF in the future. With his experience, his skills in marketing and his passion for cinema, he will set new accents, especially on digital channels," emphasizes Jennifer Somm, Managing Director of the ZFF.

If he had made a mistake, it was in 2014, when he had "perhaps been out of tone" in the workforce and "communicated harshly," the 57-year-old said in the interview with Radio 1 broadcast on Sunday.

The reason, he said, was primarily the structures or the Tamedia Group at the time, which had imposed strict requirements on him to save more than a million francs within a year. "I was under extreme pressure," Canonica said.

The former Magazine-editor Anuschka Roshani had in a guest article in the German magazine Mirror made serious accusations against her former supervisor a month ago. She had been a victim of abuse of power for years. Under Canonica, a regime of bullying and sexism prevailed. He had verbally belittled her and, among other things, called her "the unfucked one." She accused her ex-employer of inaction.

Report: allegations insufficiently substantiated

Canonica's attorney had denied all allegations. Canonica says she is considering legal action. An external investigation commissioned by the Tamedia publishing house concluded last year that a significant part of the allegations, in particular the accusation of sexual harassment, could not be confirmed. In general, the allegations were partly insufficiently substantiated, it said.

Roshani worked from 2002 to 2022 as an editor at the Magazine of the Zurich-based Tamedia publishing house. She was dismissed at the end of last year. Canonica stood by the Magazine, the weekend supplement of the Zurich daily newspaper Tages-Anzeigeras Editor-in-Chief between 2007 and 2022. The publishing house parted company with him last summer.

According to Canonica, the publication of the allegations hit him hard. It was "a world come crashing down" for him and his family. After the Mirror-He had fallen into a "depression," no longer dared to go out on the street, had to take medication and go to a clinic. His family had also suffered, and the children had been absent from school at times. (SDA)