I mean’t to publish this a while ago but a lack of time got the better of me. Lucre’s social media team were supporting Bosch UK in their positioning of Bosch is all around us.
It got me thinking about what Bosch meant to me. Primarily the brand was about three things:
- Power tools – I used Bosch power tools to prepare my O’level project in Craft, Design and Technology. My Dad worked in a plant hire company and so I could get hold of a power sander and a power router which made the whole process much easier
- Electrical car parts – in particular the iconic brown distributor cap that sat under the bonnet of my first car and doled out electricity to the spark plugs
- Kitchen appliances – my 40 something fridge which finally got thrown out when I moved out of my house in London. It still worked and had served as a store for cold drinks in my garage when I listened to records during the summer. My parents had bought it after they moved into their first house and it got relegated to their garage when they bought a fridge freezer in the mid-1980s. They are now three fridge freezers on whilst I was still using the Bosch fridge. It is probably sitting on a landfill in the south of England punching a hole in the ozone layer with its vintage CFCs
While Bosch may have been all around me, it stayed around me because the products were generally very well made. Something that many of it’s competitors can’t truthfully claim
Going through my feeds a Mirror Online story caught my eye, about how Frosties cereal had declined by 18.3 per cent, which the article attributes to a TV advertising ban rolled out in 2007 targeting unhealthy foods. Depending on your viewpoint, this maybe a proofpoint that regulation can bring about positive behavioural change in citizens or an example of how regulation can adversely affect the most well-run of businesses. What it said to me was that advertising works and Kellogg’s could put an economic value on its contribution. The next question that sprung to mind is can Kellogg’s marketers use PR tactics and techniques to fill the void left by advertising? I will let other people argue the case for and against whether PR should be allowed to step into the economic breach for products like Frosties.
Archived from blog posts I wrote for PR Week
My colleagues in Latin America have pulled together an interesting set of slides online that examines the performance of the regions largest businesses on social media.
The case studies on audience interaction and localisation of social media offerings to suit different countries mores (despite the temptation not to due to the common language) is particularly interesting.