Some thoughts on our marketing

Some thoughts on our marketing

During the last weeks we worked on quite a sophisticated communication concept for Kona 2009. Since 2002 we attend the IRONMAN world championship on Big Island. And every year we learn a lot about what we could have done better. We are already curious to see which lesson we shall be taught this year 😉 … Our wish is that all our efforts contribute to biestmilch becoming a brand at the end of the day.

The right steps towards brand building?
The right steps towards brand building?

In the beginning of our biestmilch history was the idea to build a strong brand. As we know today … a difficult task. By all efforts one can undertake, our customers make biestmilch a brand. This process of making is beyond our control. What we can do, is trying to do a good job, be authentic, respect our costumers and be serious and loyal about our goals. Promises and delivery have to race neck-and-neck.

Seth Godin says in his post about brands that matter:

  1. Do we want people to interact with us and our brand in unexpected ways (as opposed to just quietly consume it)?
  2. When they interact, do we overwhelm people with delight worth remarking about?

He says that in cases like the dead brands of “Tide” or “United Airlines”, the answer to both questions is clearly ‘no’. For vibrant growing brands the answer is clearly ‘yes.’ It’s not an accident and it’s not easy, but if you do it right, it may be worth it.

Greg Cordell from Brains on Fire says:
“It’s our job to find passionate people and lift customers up. Hoist up their conversations. Shine a light on their lives. Raise the sails of what they care about and connect them with the companies that care to have a real relationship that transcends a Twitter feed.”

Both express themselves in very different way and it seems so on different subject. But for me these 2 are very closely interlinked, at least in the times of Internet, community platforms, web 2.0 … one name it.



Susann is the biest prototype and head of the team. She is Austrian, has studied medicine, meaning she is a medical doctor and the Biesters' alpha wolf. Susann continuously produces new ideas, is strong in making concepts and is practically always ON FIRE. Without her BIESTMILCH wouldn't be where and what it is today, and anyway - not possible.

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