Organizer issue 8/1984

TABLE OF CONTENTS

• Economic month
• Cover Topic: Brand Marketing
• Wolfgang K.A. Disch, Benefits and Crisis of the Branded Article
• Elmex: The fight against tooth decay
• Caran d'Ache: from quality to exclusivity
• Kaba: in the key position
• Knorr: the one with the knorrlli

65 years of "The Organizer

• How to advertise (1923)
• How to peel potatoes (1939)
• How not to forget how to sell (1939)
• What You Should Know About Democracy (1943)
• How to stay imaginatively competitive (1950).
• How to advocate for greater cleanliness in business (1950).
• How to buy time (1950)

Brand Marketing (II)

• Securitas; security as a trademark
• Tela: from brand to generic term
• Ovomaltine: first place in fitness catering
• Vilhger stogies: cigars with a democratic touch 55
• Novilon: Success through proximity to the end user
• Studer Revox: Exotic in the Hifi Business
• Sugus and Toblerone: two sweet perennial favorites
• Rolf W. Schirm: The clear signal structure of the brand article
• Job Barometer