The column from Intra Logistik
Please don't hurt yourself at bullshit bingo
Nobody really has it that easy these days, least of all the marketing people. On the one hand, the cliché that they spend all day playing table football has long since become outdated. On the other hand, the iPhone 7s falls out of their hands just before the candy crush high score when another trade fair appointment unexpectedly flutters onto their desk or their bosses demand the most brutal creativity possible from them. For example: We need a claim for the company, a slogan for the new product or a snappy line for an event motto. A claim? Something like "Haribo makes children happy - and adults too"?
The lunch break is already back in my backside. It doesn't help, open the browser, open the bookmarks, click on "Sloganizer" and you've got something like "Smart Supply Chain Solutions". Something with "innovative", "complex" or "simple" is also always good, in English anyway, "leading" too: "Innovation Leader of complex Solutions". Or with a pinch of sustainability: "Sustainably simple for leading innovation". The German Logistics Association, the BVL, is very good at this game in German. What a lot of things they have already come up with: "Flexible - Secure - Sustainable", "Impulses, Ideas, Innovations", "Complexity, Costs, Cooperation", "A World on the Move" or, last year, "Shaping Change".
The marketing people at LogiMAT seem to make it very easy for themselves. No more browsers open et cetera - just eyes and ears open: The 2017 motto of the trade fair is "Shaping change". This was the theme of the German Logistics Congress in 2016, but was it simply stolen? In 2016, LogiMAT still had the motto: "Acting innovatively - shaping change". Who copied from whom now?
Exclusively in Material Flow: Intra Logistik writes what it thinks. Tell Intra what you think: [email protected]
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