Marketing

Social researcher Ernest Dichter knew that "if I want to sell dog food, first I have to take on the roll of a dog, since only dogs know exactly what dogs want." Before recommending expensive marketing actions to our customers, we will often spend days on end suffering – in the truest sense of the word – like dogs, racking our brains to figure out what our customers’ target group really wants. Only then do we develop a concept. You can find a few examples in the "Concepts" section.