Fix that brand

by Volker Weber

1 5cQWDsAA2hjmO08AEfDBng
Photo Sugru

Sugru’s failure to reach the mainstream –and its subsequent sale to Tesa this week– shows how crucial the investment in branding and marketing is in order for impact driven companies reach scale.

More >

Comments

So they didn’t manage to make Sugru the base equipment of each junior scout. Guess Tesla batteries will be glued in with Sugru in the future

Stephan H. Wissel, 2018-05-21 01:17

Tesa, not Tesla.

Volker Weber, 2018-05-21 07:06

"I have a product that people didn't buy".

A "branding failure" or just a product that not enough people want?

Craig Wiseman, 2018-05-21 15:36

It's a shame they didn't manage to make it fly. Sugru really is an excellent product. It has always felt like an Internet product - I've never seen it in a supermarket or DIY shop or any shop. Let's hope Tesa manage to improve visibility.

Ian Bradbury, 2018-05-21 21:20

I think Tesa will make their own product using the same formula.

Volker Weber, 2018-05-21 21:23

Guess the broad hint is for IBM for what they did or didn’t with Lotus ...

Julian Ardeleanu , 2018-05-21 23:42

Well, i don't know about that. I am not sure this was a branding failure, more a unrealistic business plan to start with. They did get 20% sales growth year on year for the last few years, which is quite reasonable. In the UK Sugru was available at B&Q (the main DIY store here) and from my observations sold well.

Andy Mell, 2018-05-22 21:23

Post a comment

Store next two fields in a cookie for you?




Use your full name and a working email address. Unless you want your comment to be removed. No kidding.

Recent comments

Hendrik Brunn on Elgato Eve Flare :: Erste Eindrücke at 23:23
Lewis Turek on Elgato Eve Flare :: Erste Eindrücke at 22:09
Volker Weber on Elgato Eve Flare :: Erste Eindrücke at 21:17
Lewis Turek on Elgato Eve Flare :: Erste Eindrücke at 20:27
Stephan H. Wissel on Sonos, AirPods, Plantronics. Und Podcasts. at 19:33
Dominique Roller on HomePod kaufen? at 13:27
Markus Dierker on HomePod kaufen? at 13:20
Martin Kautz on Computer Kid at 12:09
Volker Weber on Neues Ziel: 100k #dontbreakthechain at 11:31
Karl Heindel on Neues Ziel: 100k #dontbreakthechain at 10:48
Michael Schneider on Neues Ziel: 100k #dontbreakthechain at 10:27
Axel Koerv on Neues Ziel: 100k #dontbreakthechain at 09:27
Bernd Hofmann on Neues Ziel: 100k #dontbreakthechain at 07:42
Volker Weber on Three essentials at 20:58
Stephan Perthes on Three essentials at 15:25
Volker Weber on Die neue Cebit at 13:07
Volker Weber on Sonos, AirPods, Plantronics. Und Podcasts. at 12:56
Bernhard Kockoth on Die neue Cebit at 12:27
Christian Hirth on Sonos, AirPods, Plantronics. Und Podcasts. at 11:16
Volker Weber on Sonos, AirPods, Plantronics. Und Podcasts. at 10:35
Christian Hirth on Sonos, AirPods, Plantronics. Und Podcasts. at 09:40
Axel Koerv on Sonos, AirPods, Plantronics. Und Podcasts. at 20:34
Bernd Hofmann on Sonos, AirPods, Plantronics. Und Podcasts. at 15:47
Sabine Weber on Sonos, AirPods, Plantronics. Und Podcasts. at 15:45
Hans Bornich on Let's talk about USB-C and Apple at 11:38

Ceci n'est pas un blog

I explain difficult concepts in simple ways. For free, and for money. Clue procurement and bullshit detection.

vowe

Contact
Publications
Stuff that works
Amazon Wish List
Frequently Asked Questions

rss feed  twitter amazon

Local time is 05:14

visitors.gif

buy me coffee