There was a time when markets were wonderful places – cauldrons of haggling and laughter, where butchers, bakers, cooks and tailors plied their trades side by side. They were places teeming with life, tangible and real.
The first thing we notice with a brand is its colour. In a matter of seconds, a statement is made without a word having been said. And the colour remains in the mind. That’s what makes brand colours so important. A conversation with Swiss marketing expert Eckhard Sohns.
Any honest and respectable product must above all keep its promises. A promotional pen is both a writing instrument and a means of communication: as such it must write well and communicate your brand values effectively.
Besides the Matterhorn, a 740 km long border and a national language, Switzerland and Italy share a long tradition in the field of design that goes back to the 1940’s. This was when “Swiss Style” took off, through a fortuitous artistic exchange that occurred between Zurich and Milan.
In the past, a brand was simply a permanent mark which was burned onto the leg of a cow so that it was clear to all which cowherd it belonged to. Today, the situation is similar. But not more – only similar.