Being Iconic: Victorinox’s Cutting Edge Business Thinking!

We all know Victorinox’s pocket knife, the multi-functional iconic product that has been the official Swiss Army Knife for more than 130 years. What started as another cutler’s business in Switzerland, back in 1884, is now a brand with sales in 120 countries. Exploring Victorinox’s history we can learn a lot about how innovative and …

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Being Iconic: David Bowie’s Inventiveness In Reinventing His Brand.

David Bowie is an iconic rock legend best known for two things: his genius music talent and his ability to invent his image again and again…and again. Throughout the four decades of his career fans saw him create countless personas, adored each and every of his transformations in music style and the image that projected it and ultimately …

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Is the Greekness of Greek products a little too much?

Around 2010 a new wave of Greek products was launched, a wave that ‘flooded’ the international market with dozens of brands that had one common characteristic: their Greek origin. An origin that was presented in many different ways in terms of brand naming and design with an outcome that sometimes was successful, sometimes indifferent and, …

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Flashy design doesn’t necessarily sell!

We’ve all been there! Wanting to impress our clients with great design, out of the box ideas etc. Well the truth is that sometimes creative people want to impress… themselves and they just go beyond what is  truly necessary. And sometimes this is not the right thing for the brand. We should always be aware …

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