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Ideas on Europe

Informed analysis, comment and debate

How to kill a premium brand

Remember when they wanted to change the recipe of Coca Cola? Very bad idea. If there’s one golden rule in marketing, it’s not to mess around with well-established household brands. You may surprise the customer with brand extensions – diet coke, cherry coke, coke zero – but you never ever alienate him from the core […]

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Germany getting ahead with green petrol

A recent article by Daniel Wetzel published in Die Welt newspaper on 12th November 2014 entitled: “Vom Klimakiller zum Kraftstoff”, which translates as “From climate killer to fuel”, describes the progress made by German industry to develope an environmentally friendly synthetic fuel, which can be put in the fuel tank of a motor vehicle. See […]

The post Germany getting ahead with green petrol appeared first on Ideas on Europe.

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