Profit First

A simple system to transform any business from a capital-eating monster into a money-making machine.

• Author: Mike Michalowicz
• Publisher: Verlag Barbara Budrich, 2020
• Pages: 264
• ISBN: 9783847422242

The principle is amazingly simple and practical: uncover the financial situation in the company and focus on profit instead of sales, in short: profit first. The new financial management saves costs and gives the company owner time to move his business forward. The explanations in the book are detailed and suitable for everyday use. The author anticipates questions, summarizes again and again, serves the reader with tables and figures and, last but not least, with personal examples and anecdotes from his consulting work. Conclusion: Recommended for founders and SME owners.

The professional product owner

Successful Scrum Product Ownership: How to maximize the value of a product throughout its lifecycle.

• Author: Don McGreal and Ralph Jocham
• Publisher: Vahlen Verlag, 2020
• Pages: 270
• ISBN: 9783800660810

The authors are proven Scrum experts and have created a guide for successful product owners with this book. The work is not suitable for beginners: Experience with Scrum is necessary to follow the explanations and many practical examples. But don't worry, the most important tools of Scrum are also presented again in a short and crisp form. All in all, a reference book with in-depth knowledge for all product owners who want to get even more out of Scrum.

Trust - the hardest currency in the world

Why performance and attitude are essential for companies.

• Author: Arnd Zschiesche
• Publisher: GABAL, 2021
• Pages: 269
• ISBN: 9783967390353

Every successful company has managed to win the trust of its customers at some point. However, the numerous scandals of recent years show that some companies subsequently criminally neglect - or even shamelessly abuse - this trust. The author shows how a basis of trust can be built and explains why substance, clear demarcation and positive preconceptions are so enormously important. The book gains luster from the countless cross-connections that the author makes to the most diverse areas of life in which trust-building is at stake.

55 Business Turbos for SMEs

More time, more customers, more profit.

• Author: Philip Semmelroth
• Publisher: GABAL, 2021
• Pages: 272
• ISBN: 9783967390346

For Philip Semmelroth, selling is the basis of business success - much of his book is about selling. Semmelroth passes on his knowledge in a refreshing and practical manner and also has one or two original tips up his sleeve. Only at first glance is it a contradiction when he then calls for leaving customers and day-to-day business behind as quickly as possible. Why? Because the boss needs a free head to devote to strategy - and to his own growth. This book, which is both challenging and helpful, does not hide the fact that this is sometimes uncomfortable.

After a one-year forced break from Corona, the Olma will take place again in St.Gallen from Thursday. Avenergy Suisse will be there with its partners Empa and Osterwalder St.Gallen AG. A special exhibition will show what contributions the three partners are making in the field of fuels today and in the future for safe, reliable and environmentally friendly mobility.

Hydrogen mobility can be experienced at their joint stand at Olma. For example, the refueling of the Hyundai NEXO Fuel Cell electric car, which is already available in series production, can be tried out for oneself on a simulator. A model is used to explain the production of hydrogen.

In addition, an e-bike from the Linde company will be on display, which is powered by hydrogen. If visitors would like to delve deeper into the subject, they can take a look at the various infographics. Promoters will be present throughout the exhibition to answer questions.

There will also be a competition on site where visitors:inside can win a weekend with the new fuel cell car Toyota Mirai.

The website Walder.ch of "Schuhhaus Walder", which has over 20 stores across Switzerland, was set up in 2015 by the Zurich agency Update - and has been steadily expanded in terms of both functionality and scope. There are now over 10,000 shoes and accessories to choose from in the online store.

The overhaul of Walder's brand identity also required a redesign for the first time: logos and fonts were modernized and additional pastel colors were introduced for the page layout.

Update immediately implemented a flexible solution when making these adjustments. Color schemes can now be changed via the CMS backend, allowing the appearance of the site to be changed at short notice, for example for special events or promotions.

New functions are also included

The online store has not only been given a visual overhaul, but its functions have also been enhanced. Customers can now also choose to pay for their purchases by invoice, redeem a gift voucher or charge their WalderCARD customer card to benefit from a 10 percent discount.

In addition, the option to flexibly generate promotions with promo codes that allow discounts for certain products and/or certain days has been implemented. The filter functions for searching in the store have also been optimized.

Responsible at Update: Oliver Arnoczky (project management); Urs Brauchli (programming).

The next issue of Streaming will be the last - Ringier Axel Springer Switzerland is discontinuing the program magazine launched in 2021 after only one year again. To the editorial staff of the TV magazine Tele, the Streaming has produced, the discontinuation will have no further impact, Ringier Axel Springer Schweiz writes in a statement.

The reason for the decision was readership figures that cannot secure an economically sustainable future for the title in the print market. The Tele-From now on, the editorial team will again focus entirely on its core product, the statement continues.

"Streaming is an innovative magazine and was quickly taken to heart by its readership," says Gion Stecher, Editor-in-Chief of Program Media at Ringier Axel Springer Switzerland. "However, after one year, subscriptions and individual sales are not at the level needed to continue the title successfully - we must now draw the consequences from this. My team and I are very grateful that we were allowed to venture such a journalistic advance at all and will apply what we have learned to Tele And take our other program guides with us."

"Streaming is an attractive product. From a business perspective, however, we have to accept that we have not achieved the desired response and are now acting accordingly," says Alexander Theobald, CEO of Ringier Axel Springer Switzerland. "I still believe in the potential of print journalism and look forward to seeing more good ideas emerging in our editorial teams."

In mid-September, On was listed on the New York Stock Exchange. Communication plays a crucial role in an IPO. A central instrument in most IPOs on Wall Street is a film that provides a deep insight into a company. In addition to facts and figures, the focus is also on purpose, culture and values: soft factors that are central to On and its growth story.

Seed developed and realized the half-hour documentary in close collaboration with On. In addition to several days of shooting in Switzerland, Seed accompanied further filming in Portland USA and in Shanghai, remotely due to the pandemic. For the editing of the film, Seed was able to draw on a large selection of existing footage in addition to its own shots.

Priority was given to showing the film on investor platforms in the days between the IPO announcement and the first day of trading. "The IPO film gets to the heart of On," says Alex Griffin, Head of Global Marketing at On. "Not only does it work as an investment case, but it also conveys the mission and spirit of the On team in a compelling way." The film was directed by Fabian Weber, who also directed the camera.

Responsible at On: David Allemann (Co-Founder), Alex Griffin (Head of Global Marketing), Ann Sterner (Head of Global Marketing Operations), Mike Stuart (Copy Lead, Author), Alexia Vitasse (In-house Line Producer), Capri Wu (Head of Marketing China), Ashley Gorze (Office Coordinator North America). Responsible at Seed Audio-Visual Communication: Fabian Weber (Director, Camera), Marietta Mügge (Concept, Interviews), Ben Steeper (Camera Portland), Fang Xiaohua (Camera Shanghai), Oliver Don (Editor), Patrice Gerber (Motion Design), Matthias Müller (Composition, Sound Design, Sound Mixing), Bastian Hertel (Recording Supervisor), Bettina Frymerman (Production Manager), Felix Courvoisier (Producer).

Founded in 2018, Boldt supports executives in the areas of strategy, communication and transformation. Services range from brand and reputation issues, culture, change management and organizational development to crisis communication and public affairs.

Founded in 2010, Geneva-based agency EWM specializes in the strategy, creation and development of websites, digital platforms and mobile applications, as well as digital marketing optimization.

With the mutual seat in the Geneva and Zurich offices, Boldt and EWM complement their service offering with digital know-how on the one hand and strategic and holistic communication on the other. In addition, this geographical axis should enable both companies to respond even better and in a more structured way to the requirements of various current and future customers in both German and French-speaking Switzerland.

"With EWM's expertise and services complementing Boldt's offering, and thanks to our networks in Switzerland and internationally, we can now develop a holistic approach to our campaigns to make the most of every situation and contribute to our clients' success," comments Matthias Graf, founder and partner of Boldt.

"Having a foothold and a competent and active team in Zurich is a goal for every entrepreneur in Switzerland. Having a presence in the Swiss financial capital is a matter of the heart and a long-held dream that I am proud to have achieved," adds Ramzi Chamat, founder and CEO of EWM.swiss.

Toyota has a rather conservative image, although the car manufacturer is committed to C02-neutral mobility. The current image campaign of Toyota Switzerland, conceived and implemented by Ringier Brand Studio, is all about boredom, or rather the opposite of it. "No more boring cars" is the claim, and with it Toyota's new self-image. The message is conveyed with two-stage headlines, where clichés are taken up and refuted at the same time.

The campaign is intended to be consistent, self-deprecating and honest. So honest, in fact, that it even raises the question of whether the new car really has to be an SUV in every case. The campaign relies on large-scale, interactive display formats, an Landing page, social and moving image. In collaboration with Shining Film, three video clips were produced in which relaxed dialogues between friends lead to a twist with the respective car model.

"The Brand Studio has managed to position us with "No more boring Cars" in the way we want to be seen: bold, fresh, innovative and sustainable. Because "No more boring Cars" is a promise that Toyota can keep. Toyota has incredibly good models. This message had to be conveyed in an unconventional and fresh way. That's why we relied on self-irony, humor and eye-catching advertising media. The result is an unexpected campaign that fits Toyota's models perfectly," says Anita Gerber, Toyota's marketing manager.

Responsible at Toyota: Christian Künstler (Managing Director); Anita Gerber (Marketing Manager). Responsible at Emil Frey Digital (landing page): Melanie Herbst (Project Manager; Martin Stocker (Project Manager). Responsible at Ringier Brand Studio / Ringier Advertising: Fabian Zürcher (Director Brand Studio); Iva Bozovic (Head of Strategy); Elgee Wee (Art Direction); Daniel Marx (Head of Video); Katharina Warszawska (Project Manager Content Marketing); Corinna Rota (Head of Content Marketing); Digital Team Ringier Advertising. Responsible at OMAG: Dario Frankhauser (Head of Content & Strategy); Marcel Zirkel (Business Development Manager); Andreas Schärer (Team Manager Paid Direct); Flamur Dina (Account Manager Paid Direct & TV). Responsible at Shining Film: Sophie Toth (Executive Producer), Yanik Müller (Producer), Flo Brunner (Production Manager), Manuel Flurin Hendry (Director), Filip Zumbrunn (DoP), Alessandro Biffi (Edit). Sound Designer/Mix: Jingle Jungle Sound Studios.

Localsearch is going into the next round with its SME marketing solution "DigitalONE": While the launch campaign last fall communicated the "all in" idea, the current campaign focuses on decision-makers from Swiss SMEs who have already benefited from the "DigitalONE" solution.

The campaign was designed and implemented by Zimmermann Communications and runs nationwide on TV, online and on social media. The measures also lead to the landing page, which has been revised for the new phase Digitalone.ch.

Responsible at Localsearch: Vanessa Marr (CMO), Pascal Robache (Head of Marketing), Florence Kälin-Studer (Senior Marketing Manager), Ruba Afram (Senior Marketing Manager). Responsible at Zimmermann Communications: Dominik Mätzener (GF Consulting), Christoff Strukamp (Creative Direction), Lara Cavelti, Florian Bieniek (Project Management), Hekuran Abdyli (AD/Graphics). Responsible at Markenfilm Switzerland (film production): Klaus Kneist (Director), Pierre Castillo Bernad (DoP/Photo), Michael Gloor (Producer). Programming/Realization landing page: Lab360. Media Planning: Mediaschneider. Programmatic Advertising: Gamned.

"We welcomed more than 70 million users from other platforms," Durow's statement said. He called the new users "welcome to Telegram, the largest independent messenger service." Telegram does not abandon users when others do, he said.

Facebook and the services Instagram and Whatsapp, which also belong to the group, were down for around seven hours on Monday. Accordingly, users were unable to send many messages and posts. (Werbewoche.ch reported). Facebook blamed a faulty reconfiguration of routers for the total failure of the platforms and apologized to users.

Telegram was founded in 2013 by Pavel Durov and his brother Nikolai. The brothers had previously developed the Russian online service Vkontakte, which is similar to Facebook. In January, Pavel Durov reported the number of monthly active Telegram users at 500 million. (SDA)

The qualities of the city of St.Gallen are not recognized. This was the result of a survey of people moving to and from the city. Potential newcomers in particular are less aware of the advantages of the city and underestimate the location.

In order to highlight St.Gallen's strengths, a marketing campaign will close information gaps and communicate the location's advantages as a place to live, study and work via various channels. The entire campaign will be communicated over three years in three time-limited waves. The first phase will start at the end of September 2021 and last until the end of November 2021.

Digital showcase of the city

Against this backdrop, Forb worked with the City of St.Gallen to further develop the "Sankt" campaign launched last year and expand it into an integrated location campaign. The campaign is aimed at specific target groups, with activities focusing on social media, online marketing, live communication and media relations.

All content is aimed at the website My-city.sg. As a digital showcase, the newly designed website is intended to inform visitors about St.Gallen as a place to live, study and work. This also includes leisure opportunities in and around the city as well as a diverse and dense cultural offering. Background reports, guest commentaries, interviews and stories convey the essence of St.Gallen in multimedia form.

Further actions planned

The campaign is set to provide further surprises in the coming months. For example, a gift box with St.Gallen specialties can soon be sent to homesick St.Gallen residents throughout Switzerland via Meine-stadt.sg. Live events are also planned in Swiss cities where St.Gallen can be experienced. Finally, special city tours on the topics of living and working in the city round off the offer.

Cooperation with business

In order to position St.Gallen even more strongly as an attractive place to work, companies, associations, educational institutions and other stakeholders are to be recruited for joint marketing under the umbrella of "Sankt". By the start of the campaign on Tuesday, a total of 24 campaign partners had been recruited.

The participating partners present themselves as attractive employers or generally as strong players in the areas of work, housing, culture or quality of life in St.Gallen and should strengthen the campaign.

Responsible at the City of St.Gallen: Samuel Zuberbühler (Head of Location Promotion City of St. Gallen), Kathrin Stäheli, Annina Huber, Marion Stadelmann. Responsible at St.Gallen-Bodensee Tourismus: Tobias Treichler (Vice Director / Head of Marketing & Customer Experience), Mario Gantenbein (Head of Digital Marketing Services). Responsible at Forb: Roman Burch, Oliver Forrer (Partner), Klemens Vetsch, Elena Freydl, Julia Roman (Design).

Electric and hybrid vehicles are becoming increasingly important in the mass market. Accordingly, they are also increasingly becoming the focus of communication.

Heimat Zürich has developed a campaign for Citroën that is flexibly deployed to meet the needs of market development. The focus is on the two models Citroën Ë-C4 100% ëlectric and Citroën C5 SUV Aircross Hybrid. The two models are shown in the context of illustrations showing the towns of Bern and Zermatt.

A variety of assets were implemented, which are geared towards generating leads in coordinated contacts. To this end, the possibilities of different channels were and are used in a campaign-specific manner. From building reach via posters and display banners, to interactive digital measures with the possibilities of engagement ads, to the performance-oriented level.

Responsible at Citroën Switzerland: Daniel Fuchs (Marketing Director Citroën and DS Switzerland); Vanessa Maruccia (Head of Marketing Communications). Responsible agency: Home Zurich. Media: MMB/Capture Media. Illustration: Anne-Marie Pappas.

Wenger Vieli's existing visual identity was no longer in tune with the times and could hardly convey the firm's value proposition in an appropriate way. In particular, it no longer met the requirements of digital communication - a comprehensive rebranding was overdue.

The challenge was to develop an image that is progressive and unique in its environment, but at the same time expresses Wenger Vieli's seriousness and professionalism. In addition to the new wordmark, the intense color scheme and a font selection that is untypical of the industry, there is also high-quality portrait photography of the firm's employees: snapshots that are as varied as they are authentic are intended to underscore the personal, people-oriented flair of the firm.

The new designed website should offer a balance between information and emotion, calm and dynamic. Wengervieli.ch is intended to invite users to linger and discover, while at the same time making content quickly and specifically accessible. A subpage dedicated to the anniversary features a chronicle and interviews, including with the founder Jean-Claude Wenger.

In addition, a 100-page publication entitled "50 Years, 50 Questions" was produced as part of the new image. It provides exclusive insights, amusing anecdotes and specialist articles.