Marketing

multi level marketing

In today’s digital world is MLM yesterday’s business model?

Marketing / By

Let me start by saying I’m not in the MLM (multi level marketing) business. However I work with many clients who battle for market share against MLM competitors. The biggest category is health-nutrition like weight-loss, vitamins, minerals and supplements, and personal-care and toiletry. Whilst these products are pervasive offline in drug stores, pharmacies, supermarkets and …

In today’s digital world is MLM yesterday’s business model? Read More »

Italian Tiramisu

“From Panetone to Tiramisu, many iconic Italian classics are recent innovations.” What say you?

Leave a Comment / Italy, Marketing, Regulation / By

For those of you who think the financial press is just about stock prices, currencies and corporate goings on, think again! Two weeks ago, the Financial Times published a remarkable interview with an Italian academic who questions the origins and authenticity of many well known Italian staples. From Panetone to Tiramisu, many of these iconic …

“From Panetone to Tiramisu, many iconic Italian classics are recent innovations.” What say you? Read More »

Pop up kitchen

Hallowed Danish restaurant Noma closes to relaunch as a pop-up. Next stop Kyoto.

culinary, Marketing / By

Noma is the Nordic cuisine star of the gourmet foodie circuit. It has 3 Michelin stars too. A concocted name, Noma is a combination of ‘Nordisk’ and ‘Mad’ meaning food in Danish. It’s famous for two things. First its use of eclectic, even bizarre ingredients. Want to try cricket paste, spicy sorrel leaves or reindeer …

Hallowed Danish restaurant Noma closes to relaunch as a pop-up. Next stop Kyoto. Read More »

Cool Japan technology

The once acclaimed Cool Japan fund fights for survival; an ode challenging Governmental nannying

Funding, Japan, Marketing / By

What can possibly go wrong with a venture fund generously financed by the tax payer topped up by token contributions from a selection of corporates? Quite a lot it seems. Japan and specifically modern Japanese culture like animé, media, fashion and food were cool. Why not brand and fund them to promote the growth of …

The once acclaimed Cool Japan fund fights for survival; an ode challenging Governmental nannying Read More »

Sensory test

In five year’s time will we acknowledge that plant meats were a one-time fad?

Marketing, Turnaround / By

Beyond Meat’s shares took another pounding last week closing below $15, a massive drop from their peak of $239 in 2019. The company is now forecasting revenues of $400-425m for 2022 versus $465m in 2021. Management is cutting 19% of the workforce; that’s never a good sign. In a statement the company acknowledged it had …

In five year’s time will we acknowledge that plant meats were a one-time fad? Read More »

Asahi beer’s gutsy relaunch of ‘Superdry’ smashes sales targets; short term stock outs!

Alcohol, Japan, Marketing, relaunch / By

35 years after its original launch Superdry, Asahi’s iconic beer brand was relaunched this spring. The launch involved a change of flavour to improve its ‘sharpness’ and ‘crispness’ according to the company. According to Asahi’s consumer preference tests over 90% of the target market preferred the new formula, a fact the company has referenced in …

Asahi beer’s gutsy relaunch of ‘Superdry’ smashes sales targets; short term stock outs! Read More »

Why is the jury still arguing over NZTE’s ‘Made with Care’ campaign?

Agriculture, Marketing, New Zealand / By

The ‘Made with Care’ campaign was launched in 2020 by New Zealand’s trade and Enterprise and aims to showcase the country’s commitment to being a trusted, sustainable global food source. It targeted key markets such as Australia, China, Japan, the USA, and the UK. So far it has reached over 79 million consumers around the world*. …

Why is the jury still arguing over NZTE’s ‘Made with Care’ campaign? Read More »

Does your ‘clean label’ marketing message hit the bull’s eye? Nova knows

Innovation, Marketing, Regulation / By

‘Clean label’ is the antithesis of ultra processed food. Jump back 30 years or more and food was all about taste and texture, ingredients panels were present, largely unread and certainly not understood. Not many knew, or cared whether packaged food was healthy. Clean label is an off shoot of the ‘natural’ or ‘organic’ food …

Does your ‘clean label’ marketing message hit the bull’s eye? Nova knows Read More »

It’s not just Beijing who’s relishing the Winter Olympics. Ask French ski brand Rossignol

Export, Marketing / By

Personally I enjoy the winter olympics more than the summer games. Since I go to the slopes myself, I know how difficult many of the disciplines are. In particular I have the utmost admiration for the ski jumpers and the downhill racers; nerves of steel is an understatement!  I digress. This year the Olympic committee …

It’s not just Beijing who’s relishing the Winter Olympics. Ask French ski brand Rossignol Read More »