The Magnum ice cream brand, best known over the world for its popsicles, demerged in 2025 from its parent company Unilever. Unilever actually spins-off its entire multi-brand ice cream division (valued at €15bn), founding thereafter The Magnum Ice Cream Company (TMICC). The move started in July 2025 and was completed by the end of the… Read More
Putting the Brand Name in Its Right Place
Companies are often preoccupied with the task of choosing a name for a brand. It can be a delicate task with different considerations to make (e.g., cognitive, legal, cultural). However, there are three basic requirements that a brand name must hold to at the outset: being memorable, having a sound pleasant to the ear, and… Read More
A Glimpse on New Advances in Segmentation
Segmentation is a fundamental topic in marketing strategy. Appreciation of its importance has continuously grown since the 1950s. Segmentation is crucial to targeting messages, fitting preferences of different consumer groups, or creating other types of differentiated programmes. In consumer marketing, segmentation may be based on demographics, perceptions and attitudes (mental constructs more generally), and behavioural… Read More
Jelmoli Prepares for a New but Different Chapter in Its Retailing Legacy
Jelmoli is a Swiss department store in Zürich well-known to residents and visitors of the city. Last year (2023) the retail brand celebrated “190 Years of Jelmoli” with the tagline “Full of Stories” (e.g., posted on the store’s front windows). However, this celebration also marks in all likelihood a conclusion of its function as a… Read More
Consumer / Shopper / Customer Behaviour 