29
Apr
2011
Segmentation, differentiation, positioning. Three well-known concepts used by many marketers. But are you totally sure what each word means?
The b2b agency for better business
25
Feb
2011
Tour & Andersson is the world’s leading producer of manual balancing valves for hydronic heating and cooling systems. Now they are about to launch the next generation of their best seller, the STAD valve. First introduced in 1957, sales took off during the 80s (with the help of Sandberg & Co), through smart segmentation, differentiation and positioning.
14
Jan
2011
Raptor is a brand new system for tank gauging with radar. Behind the introduction is the world’s leading company in this area – Emerson Rosemount Tank Radar.
27
Sep
2010
Ever heard of Moore’s Law? This law has had a devastating effect on those that failed to grasp its implications. Multinational corporations collapsed in a matter of days. Respected companies. They just happened to overlook one important detail.
9
Jun
2010
Competition in industrial pneumatics is cut-throat. But Parker Hannifin has made up its mind – within a couple of years they are going to be one of the top three preferred suppliers of pneumatics.
19
May
2010
Just do it (Nike). Das Auto (Volkswagen). Connecting people (Nokia).
Sometimes it feels like the world is awash with taglines. Some get etched on your brain like the ones above. But most of them just vanish. And yet the question turns up time and again here at the agency: Does my company (or product) need a tagline?
27
Jan
2010
With all due respect to friends and clients at SKF, the question is not quite as ridiculous as you might think. At least not for this layman. Some background. SKF has provided bearings for over a century, in the process learning just about everything there is to know about how objects rotate – and just as importantly, why they suddenly stop. And guess what they discovered? The vast majority of mechanical breakdowns can be attributed to a malfunctioning rotating part. Who’s the greatest expert on those parts? SKF. And who’s the world’s leading supplier of them? Right again.
No, dear reader, as you’ve already guessed, I wouldn’t dream of blaming SKF. My aim was simply to share with you what an extraordinary company it is. But had the headline been ’SKF is fantastic,’ you would never have made it this far. After all, nothing bores a reader more than bluster and blarney.
4
Dec
2009
Distance Selling Day (Distanshandelsdagen) celebrated 30 years on November 19th, this year. It was only natural that Alektum Inkasso, with many clients in distance selling, was among the exhibitors at Åhaga event centre i Borås.
27
Oct
2009
A friend sent me this link the other day. It’s a simple little website for a simple little idea:
The Fun Theory.
The theory is this: Changing people’s behaviour is easy if you make it fun.
From that small seed, they’ve developed several short films showing people enjoying themselves while making a small difference to the world. We’ve got musical stairs, the world’s deepest litterbin and an arcade machine that recycles at the same time. Take a look and enjoy.
22
Oct
2009
Now is the time. Those who dare to invest in a recession are more often the winners when the market recovers. But there are still those who hesitate, postpone important decisions until ”later” or wait with that special campaign.
Don’t be one of those also-rans – continue to develop your offer. It’s when your competitors cut down on their advertising that you can make a bigger impact. All it takes is courage, an eye for new possibilities and being smart about how to use your resources.