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Monthly Archives: November 2014

How to kill a premium brand

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Remember when they wanted to change the recipe of Coca Cola? Very bad idea. If there’s one golden rule in marketing, it’s not to mess around with well-established household brands. You may surprise the customer with brand extensions – diet coke, cherry coke, coke zero – but you never ever alienate him from the core […]

A growing feeling of hysteria

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The pictures on French and German television showing Vladimir Putin all alone at his lunch table in Brisbane and explicitly meant to illustrate his alleged ‘isolation’ at the G20 summit were obviously fake. Dilma Roussef had already taken place at the other side of the table and both were waiting for other guests to join […]

Half full or half empty? What an APEC summit reveals about the EU

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Food for thought in China-Europe relations is again as abundant as ever. ‘Hang on’, one might be inclined to intervene, ‘it’s been the APEC-summit this week – since when is Europe either Asian or close to the Pacific?’ Moreover, the Asian style dress code (aka “silly shirts”) for the APEC family picture gives room for interpretation of the symbolic […]

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