Consumers are currently paying even more attention to quality and seasonality than to the cost of products when shopping for food. Regionality and animal welfare are also more important to them than price this year - throughout the DACH region. Quality is the undisputed number one issue in Switzerland. Surprisingly, price plays a slightly lesser role: it is still important for three quarters of Swiss consumers, compared to 79% in the neighboring German-speaking countries.

This was the result of a user survey conducted by Bring! Labs AG, operator of the shopping list app Bring! and the brochure app Profital. In collaboration with the market research institute Statista, the Swiss company conducted a survey on shopping behavior in the DACH region. Almost 2,800 Swiss users of the Bring! and Profital apps were surveyed, as well as around 23,000 German and around 3,000 Austrian users of the Bring! app.

Quality most important

Just like in the other DACH countries, quality is the most important topic for food shopping in Switzerland in 2024 with 96%. Although price still concerns 75% of consumers, its importance has decreased compared to other topics, meaning that it is currently in sixth place. Seasonality, on the other hand, is the trend of the year: while it played a role for just 58% in the previous year, it is currently an important topic for nine out of ten Swiss (90 %) when buying food. Regionality (89 %), animal welfare (82 %) and sustainability (77 %) also ranked higher than purchase price. By contrast, the Nutri-Score received little attention: for just 33% of respondents, it plays an important role when shopping.

Saving in other areas

Even though fewer consumers are thinking about price first when buying food than in previous years, this does not mean that the Swiss do not want to save money. However, they are less likely to tighten their belts when it comes to food than in other areas - above all clothing and shoes (50 %) or furniture and furnishings (41 %). Only just under one in eight (13 %) plan to reduce their spending on food in 2024. When the Swiss save on food, it is primarily on meat and fish (38 %), unlike in neighboring German-speaking countries.

This is also in line with the food trends for 2024. When asked which diets will influence them in the current year, a third said organic (33 %), followed by sugar-free (31 %) and vegetarian (22 %). The Swiss therefore want to eat more consciously and healthily in 2024.

A small majority (52 %) of Swiss consumers are convinced that a high income is a prerequisite for a healthy diet. There is a corresponding need for retailers and manufacturers to provide information to show that a healthy diet does not necessarily have to be associated with high costs.

Further results:

• 52 percent of respondents are more likely to go to the supermarket than the discount store for their weekly shopping compared to the previous year
• 60 percent plan their purchases more carefully than last year
• For 54 percent, offers and promotions are important when buying food
• 62 percent buy goods in stock when they are on offer

The entire report is available here.

Eight years have passed since Valida redesigned its brand with mainland (Werbewoche.ch reported). The core element of the brand identity is the heart-shaped logo. Its halves stand for the two strengths that are also expressed in the claim "the social enterprise": On the one hand, inclusion with integration services for people with disabilities. On the other side are the companies with products and services for the market.

The current relaunch of the Valida website, also realized with Festland, is intended to make this connection between integration and market services even clearer. The main navigation, the color concept and the interactive feature on the homepage are focused entirely on the two areas. And on many pages, there are interlinking content modules that illustrate to users how inclusion and companies are two sides of the same coin.

Clear design, simple language

For Britta Jetschin, Head of Marketing at Valida, the new website brings even more clarity to communication: "Our target groups can easily find their way around. There is a clear introduction to the two main areas, but it is possible to switch between them at any time." The large proportion of moving images also contributes to user orientation. In order to make access as easy as possible for everyone, the most important pages can also have a Version in plain language are displayed.

Valida and mainland to second

As Festland was already responsible for the rebranding, the brand was not new territory for the agency. "The fact that we were able to inspire the Valida team again in the pitch for the web relaunch is of course great," says Andi Ackermann from Festland. "We are particularly pleased that the CI/CD is also proving to be a sustainable basis for this milestone." The new website, which was realized with Faktor Vier as a WordPress platform, allows the brand to unfold even more effectively in the digital world.

As part of the rebranding, both internal and external challenges were to be addressed and a coherent and effective global brand presence implemented for Hamilton. Through the involvement of key stakeholders, broad-based workshops and field research, the agency was able to develop a thorough and inclusive strategy for the brand transformation. Hamilton now presents itself as a credible brand with the clear message "Innovation for a better world".

Under the project name "One Hamilton", the entire brand energy was to be refocused in order to appear and function as one global brand. The project was timed to include all business units and locations in the USA, Switzerland and Romania, ensuring that the most important stakeholders were integrated in the development of the project.

As part of a comprehensive brand assessment, Brandpulse analyzed topics such as brand structure, brand awareness, image perception, corporate culture and brand management organization in interviews with internal and external stakeholders. This revealed the most important challenges and opportunities in the process of this brand revitalization. KPIs were also defined to evaluate the success of the project.

This was followed by a benchmark analysis in the life science and innovation sector and the definition of the portfolio structure. Based on the field research and interviews with various customer profiles, relevant brand personas were defined.

In order to define the "One Hamilton" brand purpose and the brand mantra, Brandpulse conducted moderated workshops with the management and representatives of the business units. The resulting Hamilton brand steering wheel now provides clarity about the brand promise, the value proposition and the brand personality.

Following an inventory of the touchpoints, the brand design was refreshed with a creative concept. The Dynamic Flow, the centerpiece, embodies fluidity and dynamism and is intended to give Hamilton's design its uniqueness and distinctiveness. In digital applications, the Dynamic Flow comes to life with a subtle movement and unfolds its full dynamic effect.

Brandpulse developed templates, defined the implementation principles of the brand design for stationery, literature, packaging and website in guidelines as well as brand guidelines for the Frontify brand management platform.

As part of the collaboration, P&G is accompanying Simon Ehammer as he prepares for the Olympic Games. The company has been a global partner of the International Olympic Committee (IOC) since 2010 and has already announced the extension of the partnership until the Los Angeles 2028 Olympic Games. The partnership also includes global cooperation with the International Paralympic Committee (IPC) for the Paralympic Games. In recent years, the company has accompanied numerous top athletes as part of this commitment - such as this year's track and field athlete Ehammer.

Same values and philosophy

With P&G, Simon Ehammer has a strong partner at his side who strives for the same goals with its philosophy and products: to constantly improve and contribute to a good future for generations to come. "In line with the Olympic spirit, we want to demonstrate outstanding performance and promote positive social change. This applies to equality, inclusion and environmental sustainability as well as respectful coexistence," explains Kristina Bulle, CMO Procter & Gamble DACH, Vice President Brand Building. "To this end, we specifically support athletes like Simon Ehammer, who share our fundamental values and join us in setting clear signals for a better world through top-class sport."

Largest Swiss campaign since the start of the partnership

Procter & Gamble will support what it claims is the largest national campaign in Switzerland since the start of the partnership between P&G and the IOC with a comprehensive competition. By purchasing participating P&G brands, consumers can win tickets for the Paris 2024 Olympic Games and a meet & greet with Simon Ehammer, among other prizes. The campaign is supported by numerous retailers and online retailers throughout Switzerland. More information on the campaign will follow in April.

The story of El Tony Mate is an inspiring success story that shows how a strong energy drink brand can be built with creativity, perseverance and a clear focus. According to Saskia von Moos, Head of Marketing, Intelligentfood Schweiz AG, the brand has already established itself in the consumer goods industry and stands for innovation and naturalness. The Swiss market still offers a lot of potential for mate tea and the future of the brand looks promising. Werbewoche.ch met von Moos on the fringes of the Inspire! series of talks at the HWZ and asked him about the El Tony Mate story.

In recent years, the VIU eyewear brand has developed into one of the leading providers of eyewear in Switzerland. The company is also expanding internationally and is already represented in several European countries. The glasses are made from high-quality materials and are characterized by a modern and stylish design. According to Kilian Wagner, co-founder and CEO of VIU, the company's managers initially focused on online retail, but then realized that customers prefer to buy their glasses in bricks-and-mortar stores.

According to Media Focus, the total visibility of the 316 brands surveyed amounted to 9.6 billion gross francs in 2023, which corresponds to an average of 30.3 million per brand. 65% of the total visibility is attributable to earned media, which corresponds to 6.3 billion francs. This contrasts with 3.3 billion francs in gross advertising pressure (35%).

Visibility has remained more or less the same over the year - in the second half of 2023 it decreased by 0.12 percentage points compared to the first half of 2023. The decline in earned presence (-3.3%) is offset by the increase in paid presence (+6.2%). The biggest driver for the decline in earned presence was the flattening media discussion about the UBS/CS merger.

In percentage terms, the highest increase in visibility was recorded by the cleaning sector (+89%), followed by the personal care sector (+48%). On the other hand, the financial institutions sector recorded the highest decrease in visibility (-26%), but remains in second place overall - behind the still strong automotive sector.

The Media Focus publication also includes "Battles of the Brands" from various sectors. The comparison shows who is the more visible brand both overall and in the individual communication channels.

What is the secret of perfectly functioning machinery? Is it the fundamental quality of the individual parts? This aspect certainly plays a role. But even the best software and the most stable hardware are useless if the various fragments do not work together effectively and in perfect harmony. Every element - from the smallest cogwheel to the control computer - knows its task and is also aware of its role in a larger whole. Getting this structure and the corresponding mentality into the management team of a company is a major step towards a successful future, especially in difficult economic times. To achieve this, however, there are a few points to bear in mind.

1. create a clear hierarchy

Like any stable structure, a successful company needs a solid foundation in order to survive adverse weather conditions such as economic crises or financial and other downturns. Every employee should know exactly who is above them in the hierarchy and what their tasks and responsibilities are. This creates clarity, promotes efficiency and allows everyone in a management position to focus on their specific tasks.

2. the art of delegating

A successful boss must learn to relinquish responsibility. Everyone has to learn this sooner or later - either the hard way or the easy way. Once a company reaches a certain size, it becomes impossible for a manager to personally supervise all tasks and every employee. Through targeted delegation and a clear division of tasks within a management team, tasks can be completed more efficiently. In addition, everyone has the opportunity to make the best possible use of their individual skills and strengths.

3. being able to let go

Successful delegation goes hand in hand with a skill that many managers find difficult: not getting lost in every detail. But even though it may go against the very nature of a person in a managerial position, at a certain point in the company's growth there is no choice but to focus on the big picture. By freeing them from micromanagement, they create space for strategic thinking and enable the team to act independently. This not only promotes efficiency, but also creativity and innovation in the company through the influence of different voices.

4. communication as the key to success

If you want to keep your company running like a well-oiled machine, you need to create enough space for an open and clear exchange between its parts. Regular meetings, clearly defined lines of communication and transparent decision-making processes are key to ensuring that the management team shares the company's vision and keeps everyone involved. A positive working environment is created through an open communication culture, which in turn promotes employee motivation and commitment.

5. continuous further development

Of course, all the points mentioned above must not remain a rigid concept. Methodologies and measures quickly gather dust in a dynamic business world, which is why a successful management structure must continuously evolve. This
includes learning from experience, adapting to changing market conditions and constantly striving for improvement. With a management culture that has a strong hierarchical basis but is just as dynamic in its details, every company can be well equipped for an economically successful future.

To the author:
Dirk Kreuter is one of Europe's best-known sales trainers, multi-entrepreneurs and speakers. Over the past 32 years, he has generated millions in sales for DAX-listed companies as well as small and medium-sized enterprises. In 2016, he changed his focus and has been concentrating on open seminars ever since. His target group primarily includes committed entrepreneurs who want to take the next step towards becoming market leaders through continuous growth. 

www.dirkkreuter.com

This article originally appeared on m-q.ch - https://www.m-q.ch/de/eine-frage-der-organisation/

"We were commissioned to redesign the brand, align it internationally and position it accordingly," explains Charles Blunier. "In this large environment of suppliers, we didn't just want to advertise another piece of shelving furniture, but to use the endless possibilities that this system offers as a USP and therefore as a platform for artists and creatives."

As part of the branding assignment, a new CI, a new website, a magazine and a campaign were implemented, which can currently be seen at Zurich's main railway station, among other places. In addition, a custom System4 font was developed in collaboration with New York-based Scott Vander Zee. The face of the campaign is the Swiss top model Ronja Furrer, who was staged by Larissa Hoffmann.

In March 2024, the furniture manufacturer will also open its first flagship store in Zurich's Niederdorf district.

Responsible at System4: Esther Streng (CEO), Felix Fischer (Artistic Director), Celestino Möhr (Head of Marketing & Sales), Lucas Stebler (Marketing Manager E-Commerce). Responsible at Charles Blunier & Co: Charles Blunier (overall responsibility and Creative Director), Romy Strasser (Art Director), Annika Hänni (Design Direction), Till Kammertöns (Website Development), Chanel Kah Yin Liang (Lead Digital Visual Communication), Simon Tellenbach (Managing Director), Lena Staeheli (Head of Editorial & Projects), Barbara Kallenberg (PR & Communication), Tree Stones (Technical Implementation) Red Plant (Interactive 3D) Larissa Hoffmann, Claudia Knöpfel, Dominik Hodel (Photographer).

Pure mineral water has been bubbling out of the spring in Bad Knutwil for over 560 years. With its redesigned brand image, Knutwiler is now entering a new era with a reduced, modern, fresh - yet familiar - look. As part of the new look, MRB has designed a new logo and updated the appearance of all products.

During the two-year process, the new design was developed in line with Knutwiler's brand strategy and is intended to preserve the core values of the family-run company. Knutwiler positions itself as a mineral water from the heart of Switzerland that stands for quality, familiarity and sustainability.

The new brand identity has been reduced in order to create transparency and appear more modern and self-confident. With the new design, Knutwiler also wants to emphasize its commitment to sustainable growth and focus on mineral water as a precious natural product and differentiating feature. The brand identity is strengthened by this design, and in future the umbrella brand will be presented even more prominently on all products to emphasize their special features.

The new design will be applied to a total of 47 Knutwiler products and will also feature in all future communication measures.

Responsible at Mineralquelle Bad KnutwilStefan Suter (CEO), Linda Schwenk (Head of Marketing), Marion Walther (Brand Manager). Responsible at Metzger Rottmann Bürge Partner: Silvan Metzger (CEO), Roman Steinacher (consulting), Frederick Rossmann, Conny Eiwanger (creation), Fabian Zahner (text), Bruno Breitenmoser, Ursula Trottmann, Giacomo Wyss (realization and production).

A desire for responsibility

More satisfaction. Mental strength. Better results.

• Author: Boris Grundl
• Publisher: Ullstein Verlag, 2023
• Pages: 288
• ISBN: 9783430210911

Responsibility has negative connotations for many people. They associate it with guilt and see it as a burden. Boris Grundl sees it very differently. For him, responsibility is an opportunity to live a self-determined life, to develop mental clarity and strength and to tackle problems with joy and energy. Using his own life story and examples from his consulting practice, he shows how it is possible to take responsibility: for one's own perception, one's own life or even one's company. An inspiring read for anyone who sometimes finds it difficult to see responsibility in a positive light.

Social media marketing for dummies

• Author: Gero Pflüger
• Publisher: Wiley-VCH, 2024
• Pages: 424
• ISBN: 9783527721672

From a historical perspective, social media is still a relatively new phenomenon. But anyone who wants to act professionally in this field now needs a wide range of skills. Gero Pflüger describes these in his comprehensive book without repeating himself. Given the fast-moving nature of the subject matter, keeping up to date is a challenge. The author does justice to this, even if the spectacular social media disaster of the Budweiser Light brand in 2023 is not mentioned. Nevertheless, the title is a rock-solid textbook and reference work for social media experts.

Business start-up for dummies

• Author: Steffi Sammet and Stefan Schwartz
• Publisher: Wiley-VCH, 2024
• Pages: 384
• ISBN: 9783527720477

There's not much more in a guide: This guide from the For Dummies series covers everything that needs to be considered when setting up a business. Complete and easy to read: the entire process of setting up a business, explained step by step and easy to understand, from the initial idea to fine-tuning the business model in the second year. The book is clearly structured throughout, with many examples and checklists. A clear recommendation for anyone who would like to be their own boss.

Cancel Culture Transfer

How a moral panic is gripping the world.

• Author: Adrian Daub
• Publisher: Suhrkamp Verlag, 2022
• Pages: 371
• ISBN: 9783518127940

If you really want to know what is behind the buzzword cancel culture, this book is for you. Adrian Daub analyzes the talk of canceling, its origins, its political implications and the serious influences on media and debate culture with clear-sightedness and precision. He shows how texts about cancel incidents work, what they leave out and what effects this has. A challenging book that invites us to take a critical and, above all, sober look at other discourses.

The Swiss band Baba Shrimps released a new album last Friday - and accompanied it with a spectacular guerrilla marketing campaign: Staged by Brinkertlück, special posters were put up in various cities in Switzerland, giving passers-by the opportunity to tear off tickets or T-shirt vouchers as if they were on a notice board. An idea designed to emphasize the band's proximity to its fans.

The band not only delighted the audience with their music, but also inspired three of the seven Federal Councillors to perform a spontaneous dance interlude. A moment that merged the boundaries between art and politics and made the hearts of the audience dance.

The European Women's Football Championship in Basel should be a huge sports festival for everyone, said Sabine Horvath, overall project manager of the Uefa Women's Euro 2025 Basel, at a round table discussion on Wednesday at the opening of the Spring Basel trade fair. The main aim of the tournament is to improve the framework conditions so that girls want to and can play football. Because there are still big differences between women's and men's football, said Horvath.

The European Women's Championship will take place from July 2 to 27, 2025 in the cities of Basel, Bern, Geneva, Zurich, Lucerne, Sion, St. Gallen and Thun. It is of great importance that the event takes place in Switzerland, said Marion Daube, Director of Women's Football at the Swiss Football Association.

In Basel, where the motto is "Basel on the ball with passion", the opening and final matches as well as three games will take place. According to Horvath, the European Women's Football Championship will be made visible in Basel as early as next summer. There will be an advertising streetcar, a countdown clock and a soccer court on the Messeplatz.

Basel-Stadt approved 12.6 million

"Basel is very important for us because the opening match and the biggest stadium are here," said Doris Keller, Tournament Director of Uefa Women's EURO 2025. Until the kick-off, the aim is to create euphoria for the tournament. It was not yet clear to everyone that the Women's EURO would take place in Switzerland. Most recently, the Council of States committee almost quadrupled the contribution requested by the Federal Council. Instead of the four million proposed by the Federal Council, it unanimously requested CHF 15 million. The final decision is to be made in the summer session. "We hope that the decision can be changed," said Keller. The Basel-Stadt Grand Council is already approving an expenditure of 12.9 million for the Women's European Football Championship at the beginning of 2023.