To be successful brand messages must prevail throughout communication, clearly and consistently.

Brand management has a lot to do with competence in production and distribution, but even more with the strategic communication of brand content. Without doubt the point of sale is a central “scene of action” suppliers of branded goods traditionally integrate into their marketing activity. But, even though suppliers of branded goods are involved in the design of the product’s packaging and personally plan the product’s presentation in detail, and despite the fact that above-the-line advertising is tailored to their particular needs by means of media, the POS is not where brands come from and where they feel truly “at home”.

Hans Georg Böcher shows Eight exemplary POS biographies of well-known brands:

GILLETTE – the triumph of a new idea

MILKA – the “creamiest chocolate temptation ever“

NESCAFÉ – instant coffee since 1938

NESQUIK – the cocoa with the funny bunny

NIVEA – the snow-white cream in the blue jar

PHILIPS – one of the world‘s first design brands

REXONA – the world‘s number one deodorant brand

RICOLA – from niche product to global market leader