Why are Tal and Ties so positive about Zeeman’s positioning? And what can you learn from it? We discuss the positioning, the various campaigns, and how the company even manages to stand out in the field of Corporate Social Responsibility.
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Every two weeks we publish a new episode about the positioning of various companies. Previously, we discussed Shell and Zeeman. Curious? Check out the other podcasts here.
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In the wiki section, the men discuss the positioning of one remarkable food or beverage product each time. This week, British chocolate brand After Eight is up. How has this brand managed to remain successfully unchanged for over 60 years? And what do Ties, Tal, and Bob think of this mint chocolate, which seems to have strategically positioned itself mainly with the older generation?
Ties had a bad CoolBlue experience, one that contradicts the positioning of the well-known brand. Is this the first crack in the brand that all of the Netherlands has loved for years? CoolBlue’s positioning revolves around the smile, but is that smile now turning into a painful grimace?
In this episode, we take a closer look at ‘textile supermarket’ Zeeman. How is it that this company, founded in 1967 by Jan Zeeman, continues to grow every year? What is the success of this ‘frugal’ textile supermarket and what positioning underlies the image that the yellow-blue brand has on socials like TikTok and Instagram?
In ‘Don’t be a Penguin’, Merkelijkheid founders Ties Morskate, Tal Gonen, and independent presenter Bob Morskate dive into the world of positioning. With more than twelve years of experience in this field, Ties and Tal see daily what goes wrong when companies and individuals try to position themselves in the market. In this video podcast series, they discuss compelling positioning cases of well-known companies worldwide and, based on these, draw lessons for the listeners. The episodes are a source of inspiration, knowledge, and entertainment, focusing especially on the dynamic between the three men, who surprise each other with new information about the companies they discuss, but also try to challenge each other’s thinking and have fun. This is a podcast by Merkelijkheid.
Do you have a question about positioning or marketing? Or do you have a cool idea for our series? Contact us via [email protected] and let us know.