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In an earlier post we dealt with the results of country branding in a retail environment. This research, based on mystery shopping market research techniques, showed that Italian brands had no real strategy in place to strengthen their market position.

I was cleaning my office the other day and getting rid of some old journals and magazines, I stumbled upon this old issue of “Monsieur”.

It was entirely dedicated to the “Made in Italy” and they had the good idea to include a needle with green, white and red cotton yarns.

Although this issue was like 7-8 years old, the originality of the idea made me keep (until last week) this issue. I threw the magazine out but have kept the needle …

As you can see a touch of originality, surprising your readers can pay. You’ll stay top of mind …


Advice for your business strategy

I’ve found it crucial in developing my little company to always stay top of mind. It’s one of the many reasons why I’m writing this blog. I don’t want my clients to forget my company. They should see that we are very active, doing a lot of things, thinking differently.

The needle is nothing but a great way to stay top of mind. It’s different, leads the people to think, reflect and talk about it; that’s exactly what an entrepreneur needs.



Author: Pierre-Nicolas Schwab

Dr. Pierre-Nicolas Schwab is the founder of IntoTheMinds. He specializes in e-commerce, retail and logistics. He is also a research fellow in the marketing department of the Free University of Brussels and acts as a coach for several startups and public organizations. He holds a PhD in Marketing, a MBA in Finance, and a MSc in Chemistry. He can be contacted by email, Linkedin or by phone (+32 486 42 79 42)

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