Heroes target group
Andreas Panzeri shares his thoughts on a brand «for today’s heroes» and on strategies that leave nothing to be unclear.
Fashion "Be aware of what you have experienced. Always believe in new things. Defend your convictions." This is not a new song lyric by Xavier Naidoo ("Wenn mein Lied Deine Lippen verlässt ..."). The nonetheless beautiful and powerful words are the text in an advertisement for - and here comes the problem: is this motif supposed to catch my eye as an advertisement for chic raincoats, or does it want to tell me that Bäumler makes the sharpest razor blades? The small print of the Internet address finally helps: according to its website, the Bäumler brand "stands for safety in terms of high quality, style, fit and styling".
In other words: We are in the "clothes make the man" box. The website goes on to specify: "All design elements are geared towards the lifestyle of the modern and discerning man." For an "even more concise target group approach", Bäumler presents itself as a brand "for the heroes of today".
Which, of course, completely answers all other questions about this ad. And you almost feel a little ashamed of your inability to have read this picture correctly at the first attempt. As a consolation, the website also clearly states the agency's strategy for this advertisement, namely: "Say what you want. Do what you say."
Andreas Panzeri
In other words: We are in the "clothes make the man" box. The website goes on to specify: "All design elements are geared towards the lifestyle of the modern and discerning man." For an "even more concise target group approach", Bäumler presents itself as a brand "for the heroes of today".
Which, of course, completely answers all other questions about this ad. And you almost feel a little ashamed of your inability to have read this picture correctly at the first attempt. As a consolation, the website also clearly states the agency's strategy for this advertisement, namely: "Say what you want. Do what you say."
Andreas Panzeri
