The initial position

It’s the professed objective of our company to increase the rate of success in marketing.

Because the marketing record of success is alarmingly bad up to now:

• 93 % of product launches and relaunches are flops! 
• 64% of advertising for established brands do not achieve any sales effect! 
• 84 % of sales promotion activities cost more than they earn!

These figures have been mainly ascertained at leading marketing companies.
They arise for the most part despite intense market research activities.

In our experience, there are mainly 3 problem areas leading to the high flop rates in the market:

1. "Why":

An amazingly great share of companies do not know exactly and up-to-date enough why target groups actually behave the way they do - without this important consumer insight, all marketing work becomes a trial and error procedure instead of carefully targeted brand development.

2. Antiquated rules:

Many marketing rules rely on antiquated knowledge of decision making. Current knowledge concerning the relationship of emotions, cognition and decisions is not used.If the believes are wrong, the predictions are not reliable.

3. Effect of marketing-action:

The actual effect in the market is measured only insufficiently.