The German carmaker Volkswagen said “we regret if it appeared to some that we overshot the mark of this campaign.”
The campaign involved announcing that it would change its name in North America from Volkswagen to “Voltswagen” as a reflection of its commitment to an electric car future.
The market was impressed by the news and the share price of the company shot up by 5%.
One of the leading newspapers in the UK, the Guardian wrote that “For 65 years, Volkswagen has been one of the most popular names in American motoring, its VW Beetle snaring generations of enthusiasts and selling millions of vehicles. But now, in North America at least, the Volkswagen brand is no more.”
Wall Street analysts provided guidance about the company’s strategic direction. Wedbush analyst Dan Ives was reported as saying to investors that the name change “underscores VW’s clear commitment to its EV [Electric Vehicle] brand”
The problem with the announcement though was that it was a joke.
An April Fool’s joke to be exact.
A lot of people were unhappy about the announcement.
After all, April Fool’s jokes tend to have a short life span being announced on the morning of 1 April and then revealed as a joke later that day.
Volkswagen took it a step further though.
They ran the news for several days in the run up to 1 April.
The campaign could get the company into trouble with the US Securities and Exchange Commission who are likely to look as the stunt in case it is seen as an attempt to manipulate the company’s stock price.
Volkswagen said in a statement to CNN that “It is a publicity measure in the context of the market launch of the ID.4 and the e-mobility push in the USA.”
https://www.theexpgroup.com/wp-content/uploads/2021/04/VW_electric.png9441678Stevehttps://www.theexpgroup.com/wp-content/uploads/2018/06/styleguide-EXP-4.pngSteve2021-04-07 14:19:332021-04-07 14:21:56Is the joke on Volkswagen?
112 years ago Theodor Tobler and Emil Baumann invented the chocolate bar Toblerone. The name is a play on the names “Tobler” and “Torrone”, the Italian word for honey and almond nougat.
It is one of the most recognizable brands in the world and anyone that has travelled through a major airport will almost certainly have seen the famous chocolate bar produced by Kraft Foods for sale in one of the duty free outlets.
One of the most important aspects of a successful brand is the logo.
The Toblerone logo is well known but do you see an animal hidden inside it?
Toblerone originated in Bern, Switzerland – a city whose name is rumored to mean, “City of bears”. Look at the logo again closely and you will find a bear facing to the right and stood on its hind legs.
Although I’m biased I love the ExP logo. According to the designers it is fresh, sharp, simple and easy to remember. Also, the “ExP Man” in the middle emphasises the people aspect of the business.
It’s great but there is another logo which I think is extremely clever.
If you look at the Yoga Australia Logo what do you see?
At first glance the logo may look like a simple picture of a woman doing her yoga exercise but if you look at it carefully the body posture is creating the Australia Map.
A great design and thankfully I didn’t pose for it as the map would have looked like a crumpled mess.
https://www.theexpgroup.com/wp-content/uploads/2013/03/toblerone.png9441678Stevehttps://www.theexpgroup.com/wp-content/uploads/2018/06/styleguide-EXP-4.pngSteve2021-02-11 05:54:062021-02-11 20:17:58Does your corporate logo cover a continent?
There are over 300 million twitter accounts and more than 500 million tweets are sent per day. That’s an impressive figure that works out at over 5,000 tweets per second.
It can be a useful tool for companies. They can use it to engage with their customers and potential customers by way of branding and promotional activities. They can also use it as a form of a helpdesk or customer support. The Dutch airline KLM for example uses Twitter and Facebook to enable customers to contact them and get a reply within an hour.
Most companies will use Twitter to promote items or get their message out but Twitter user @edgette22 has identified a secret the fast food giant KFC has been keeping within their Twitter account.
KFC is the world’s second-largest restaurant chain (as measured by sales) after McDonald’s, with nearly 20,000 locations globally in over 100 countries.
They also have over a million Twitter followers.
But they only follow 11 people.
And the 11 people they follow are a strange mix.
Geri Halliwell, Mel B, Emma Bunton, Mel C and Victoria Beckham (in other words the 5 ladies who made up the Spice Girls).
They also follow Herb Scribner, Herb J. Wesson Jr, Herb Waters, Herb Dean, Herb Sendek and Herb Alpert.
Or to put it another way, KFC follow five Spice Girls and 6 Herbs.
Five spices and six herbs?
That sounds familiar as the secret recipe for KFC chicken is 11 herbs and spices.
Either the social media department of KFC were having a quiet day and decided to play a few games or it was a deliberate move to get people talking about KFC when their followers were noticed.
Either way, congratulations are due to whoever was behind the idea.
https://www.theexpgroup.com/wp-content/uploads/2017/10/KFC_twitter.png10321834Stevehttps://www.theexpgroup.com/wp-content/uploads/2018/06/styleguide-EXP-4.pngSteve2021-01-27 09:36:082021-01-27 21:02:04Some spicy people to follow…
Picture the scene. It’s the first night of your honeymoon. You’ve just married a beautiful Italian Signorina called Marianna. You’re Italian and Italian men have a reputation for being some of the most romantic men in the world.
Now, even though some may say this reputation has largely been self created, there are still certain things you should do on your honeymoon and certain things you should definitely not do on your honeymoon.
Due to Italian privacy laws the individuals concerned can only be identified by their Christian names but what did Stefano do on his honeymoon that led to his new wife divorcing him one month into their marriage?
From a project management point of view there are various tools and techniques that can be used to ensure a project runs smoothly. One of these is to ensure that the team is made up of the right type of person as well as the appropriate number of people.
A well known theory behind what makes a good team is Belbin’s team role models.
In simple terms, Belbin’s theory says that people are born with certain characteristics. Belbin gave names to the different types of people. For example, a “plant” is a person that likes to come up with ideas and is usually quite creative. A “Monitor Evaluator” is somebody with a logical eye who can make impartial judgements.
Back to the one month marriage though and Stefano decided that rather than the traditional 2 person project team that goes on the majority of honeymoons he would make his a 3 person team.
To his wife’s understandable annoyance, Stefano’s 3 person honeymoon team included himself, his new wife and his mother.
The project team first started showing signs of a split when the mother-in-law turned up at the airport for the flight to the honeymoon destination of Paris.
A honeymoon in Paris sounds great until you realise that your mother-in-law is staying in an adjoining room at the hotel you’re staying at and accompanying you to every meal and romantic boat trip along the Seine.
One month after the wedding and Marianna left the marriage home they shared in Rome and returned to her home town of Naples leaving the 39 year old Stefano without a wife.
Maybe Marianna is more of a Belbin’s “Completer Finisher” than Stefan and his mum may have thought.
https://www.theexpgroup.com/wp-content/uploads/2014/10/belbins-role-models.png9441678Stevehttps://www.theexpgroup.com/wp-content/uploads/2018/06/styleguide-EXP-4.pngSteve2021-01-20 09:24:282021-01-20 15:43:37The 3 person honeymoon and Belbin team roles…
Here’s a nice ethical question for you – have you lied recently?
My guess is that you have. Now before you get all righteous about it, I think that you probably did it without even thinking.
Wow, this is pretty worrying isn’t it? A lot of you are studying for professional exams and if I’m here saying that you have lied without thinking about it then what does that mean for your profession going forward?
Terms and conditions (or T&Cs) are essential for companies which are operating on the Internet or providing apps. For example, they clarify the relationship between the user and the supplier and make it clear what it provided. In reality, the chances are that they also limit the liability of the provider!
A recent report by thinkmoney identified the number of words in the T&Cs of some of the leading apps.
They found that the combined terms and conditions of 13 top apps including TikTok, WhatsApp and Zoom would take 17 hours and five minutes to read!
The longest was Microsoft Teams which was 18,282 words long.
To put this into perspective, there are more words in the Microsoft T&Cs than there are in Shakespeare’s famous play Macbeth (if you’re interested, a mere 18,110 words).
For those of you that are fans of Shakespeare you may prefer Hamlet to Macbeth.
Instead of reading Hamlet you could read the T&Cs of TikTok (11,698 words), WhatsApp (9,920 words) and Facebook (8,588).
A combined number of words for these 3 of 30,206 words which is more than the 30,066 word count of Hamlet.
Back to my original point when I said that you are (probably) a liar.
So, have you ever clicked that you have read and agree to the T&Cs…
https://www.theexpgroup.com/wp-content/uploads/2020/11/length-of-terms.jpg9441678Stevehttps://www.theexpgroup.com/wp-content/uploads/2018/06/styleguide-EXP-4.pngSteve2020-11-13 20:05:472020-11-13 20:05:47You are (probably) a liar…
At the start of the year zoom calls were relatively uncommon. Now though, with the global pandemic, they are a common feature of business life for most of us.
Whilst some people will creatively claim that their video isn’t working so that they can scroll through their phone whilst half listening to the meeting, most people will have their video on so that the rest of the people in the meeting can see them.
This has had a bit of an impact on fashion. After all, if the lower half of you isn’t being seen why worry too much about what shoes or trousers/skirt you’re wearing.
The London and Milan fashion weeks which took place last month had a definite “waist-up” focus.
For example, the leading fashion house Prada had its logo near the collars of its top. Prada reportedly said that this was not inspired by zoom but rather by the “contemporary human relationship with technology”.
As anyone who has met me will confirm, I’m clearly not an expert on fashion but the cynic in me feels that some people who spend a lot of money on designer clothes will want other people to know what brand of clothes they are wearing.
What better way of highlighting your expensive clothes on a zoom call than to have the logo just below the collar. A clever move by Prada
Other changes which have been reported in women’s fashion recently include an increase in the popularity of jewellery whilst sales of handbags and shoes have fallen.
In summary therefore, it’s important how you look on a zoom call but only if it’s visible…
Getting professional photos taken for advertising can be expensive but this particular photo shoot for Estee Lauder is expensive.
Very expensive in fact.
4 hours of photography will cost USD 128,000.
That certainly is expensive for 4 hours of work but to be fair it’s a very unusual photoshoot as it will take place inside the International Space Station and the photographers will be the astronauts.
In what will be a first for advertising, Nasa is charging Estee Lauder USD128,000 for Nasa astronauts to take photos and to film some shots of Estee Lauder’s Advanced Night Repair serum face cream in various locations around the space station.
The total fee includes the astronauts’ time at USD17,500 per hour (which is a pretty impressive charge out rate!).
A Nasa spokeswoman said that Estée Lauder was “paying for the astronauts to be the photographer, not to use the product, not to put the product on themselves, not even to open the product”.
Estee Lauder obviously think that the advertising will pay off but some people will no doubt argue that the cost of such photoshoots ultimately has to be recovered by the company and the way they do that is in the price of their products.
The counter argument to this though is that it’s more than just being about the photos in the adverts. The general publicity that Estee Lauder will get from being the first cosmetics business to have their products in space will also be valuable for the company.
https://www.theexpgroup.com/wp-content/uploads/2020/09/space_station_advertising.jpg6441142Stevehttps://www.theexpgroup.com/wp-content/uploads/2018/06/styleguide-EXP-4.pngSteve2020-09-23 15:40:592020-09-29 06:51:50Out of this world advertising…
Which of the following two motor manufacturers would you say is the most valuable?
The first one produced 2.4 million cars whilst the second one produced 103,000.
This isn’t a trick question but an illustration of how market valuation is very much based on expectations of future rather than historical performance.
The car manufacturer who produced 2.4 million cars was Toyota and up until yesterday was the highest valued motor manufacturer in the world.
The company that only produced 103,000 cars was Tesla and yesterday it’s shares increased to above $1,000 for the first time. This valued the company at £207 billion which was over $6 billion more than Toyota was valued by its investors.
So, despite only producing approximately 4% of Toyota’s production, Tesla is currently the most valuable motoring manufacturer in the world.
There are views that the market sees Toyota as a lumbering giant who is being slow to get into full electric vehicles whilst Tesla is leading the way in terms of the future of driving and electric vehicles in particular.
Tesla certainly seems to have turned the corner. After years of making losses, Tesla has reported 3 straight quarters of profits and is now worth more than Ford, General Motors, Honda and Fiat Chrysler combined.
As well as being pretty innovative in terms of their car designs, Tesla have come up with an impressive idea for their car names.
Earlier this year, Tesla’s Senior Director of Artificial Intelligence Andrej Karpathy gave a presentation on the use of artificial intelligence for full self driving.
During the presentation it became clear that the names of the cars spelt out a nice marketing message.
Their current car models are the Models S, 3, X and Y which near enough spells out SEXY (they couldn’t have the Model E as Ford had already trademarked that so Tesla called it the Model 3 but stylised the 3 so that it looked like E).
They also have 4 vehicles in the pipeline.
Namely, the Cybertruck, the All-Terrain Vehicle, the Roadster and the Semi.
The first letters from the names of the 8 Tesla vehicles spell out SEXY CARS…
https://www.theexpgroup.com/wp-content/uploads/2020/07/tesla-car-range.png9441678Stevehttps://www.theexpgroup.com/wp-content/uploads/2018/06/styleguide-EXP-4.pngSteve2020-07-02 14:19:242020-07-05 12:53:35The most valuable car company is…
Sometimes a little bit of creative thinking can go a long way. This bit of creativity though went a very long way indeed.
Creativity can add value to all types of businesses and this particular project involved technology and one of the largest sea birds.
There are 22 species of the albatross bird. With a wingspan of up to 3.5 metres, the wandering albatross species has the largest wingspan of any living flying bird. Importantly for this project though, they are also capable of flying long distances out to sea.
Illegal fishing by trawlers can seriously impact on fish levels. Organisations tasked with protecting fish levels can find it almost impossible to prevent this illegal fishing. In simple terms, the ocean is very large and the boats are pretty small so keeping track of them and what they are fishing for is very difficult.
In an innovative project led by the French National Centre for Scientific Research, 169 Albatrosses have been equipped with sensors. If the birds are in the vicinity of a boat, these sensors are able to tell whether the boat’s Automatic Identification Systems (AIS) are switched off.
Having the AIS systems switched off on a boat is common when the boat is fishing illegally.
The beauty of this project is that the albatrosses can cover huge areas and when the sensors identify boats with their AIS switched off, the enforcement boats can head to that location to investigate further.
The initiative is currently being trialled off the coast of New Zealand and over the last 6 months the birds have located 353 boats, 37% of which were not emitting the AIS signal.
https://www.theexpgroup.com/wp-content/uploads/2020/06/albatross_fishing.png9441678Stevehttps://www.theexpgroup.com/wp-content/uploads/2018/06/styleguide-EXP-4.pngSteve2020-06-25 14:02:292020-06-25 14:02:29Flying high with creativity.
Switzerland has a reputation for being the home of some of the most prestigious watch manufacturers.
Omega, Tag Heuer and Breitling are just three if the many famous brands of Swiss watches that produce extremely high-quality timepieces.
But things are changing though and there’s a modern-day challenger to their dominance.
That modern-day challenger is Apple.
Last year Apple sold more watched than the entire Swiss watch industry.
A recent report by Strategy Analytics estimated that Apple sold 30.7 million smartwatches last year (an increase of 36% on the 2018 figure).
Estimates for the entire Swiss watch industry showed sales of 21.1 million units last year (a 13% fall on the 2018 figures).
This is a difficult time for the Swiss watch industry as they face a number of challenges.
The younger generation especially are keen on the tech side of watches and these are very much in fashion.
Although some Swiss watch brands such as Swatch and Tissot are launching their own smart watches, their competencies and skills are very much based around the mechanical engineering of watches compared to software engineering which is needed for smart watches.
Another major challenge is their distribution channels and where they are sold.
Swiss watches are typically sold in jewellery shops whereas smart watches such as the Apple watch are sold in phone shops and Apple stores.
Certainly a challenging time for the Swiss watch industry.
Will these Swiss watch brands survive?
Only time will tell…
https://www.theexpgroup.com/wp-content/uploads/2020/04/apple-vs-swiss-watches.png9441678Stevehttps://www.theexpgroup.com/wp-content/uploads/2018/06/styleguide-EXP-4.pngSteve2020-04-26 10:29:362020-04-26 10:31:21Time up for Swiss watches?
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