I saw the light

Good morning on a Tuesday!

I know, I know—you probably panicked when I didn’t show up in your inbox yesterday. Normally, I send this newsletter at exactly 10:47 AM every Monday. But yesterday, I was still in the Swiss Alps, skiing and breathing in that fresh mountain air.

I had planned to write over the weekend, but honestly? I was feeling so disconnected (in the best way) that I decided to enjoy it to the fullest. Four days of living above the clouds in full sunshine in the Alps, it’s a total life changer, I promise!

➡️ Find your hook

Those winter vibes inspired next brand story.

Because great ideas have no limits: no specific format, technology, or expiration date. All they need is strong insight and execution that resonates with people.

Take this campaign from German travel agency Giller. Back in winter 2006, Munich faced one of its longest winters in recent memory. People were tired of the snow and ice.

The travel agency (or their pr agency, who knows) had a smart idea: they used snowy windscreens to promote last-minute travel offers by placing cards under windshield wipers.

Simple, clever, and effective.

This campaign proves that when you tell a powerful story, the medium doesn’t matter!

For me, good storytelling starts with these three things:
▪️ Solve one problem well.
▪️ Keep it simple.
▪️ Add delightful touches.

And BAM! ✨

➡️ Marketing: Where to begin?

I love simple.
That’s why I love a clear drawing or image that simplifies something complicated.
This “Marketingland” image is one I feel I’ll be using a lot!
It’s such a quick and effective way to explain how marketing works.

The main key takeaway for me is that understanding your audience’s needs and preferences forms the foundation of any successful marketing strategy.

If we ever work together, here’s how we’ll start:
I’ll ask you a thousand questions to figure out your starting point on the map.
It’s funny how often I hear in initial meetings, “Oh, I already know all that! That part’s done.”
Perfect, I’ll say! Then your first session with me will be all about dumping everything out of your head, and I’ll turn it into a clear, structured overview.
From there we will work in fast sprints to deliver quick and clear results across different levels.

Are you curious about my methodology? Do you need my help?
Give me a shout, and I’ll explain everything!

➡️ BrandLove : reversed graffiti with Kärcher

If you’ve been keeping an eye on campaign news and marketing trends, you’ve probably noticed that reversed graffiti is everywhere right now.

Reversed graffiti is also called clean advertising, because it is all about cleaning dirt off surfaces instead of using paint. Think about writing messages in the snow (like in the earlier case in this newsletter). More often, though, pressure washers are used to create this type of ‘affordable’ guerrilla marketing.

The result is an eye-catching message that’s eco-friendly. (And maybe not illegal? Honestly, I’m not sure. But as people say: Graffiti is vandalism, but reverse graffiti is GENIUS MARKETING! I’ll leave it to you to decide—on your own responsibility, of course.:-))

Anyways, if I was Kärcher, I wouldn’t ignore this trend.
And they didn’t.

In December, Kärcher turned Japan’s Iwayagawachi Dam into a massive canvas, featuring an incredible piece of reverse graffiti starring Godzilla to celebrate its 70th birthday. How cool is that?!

Btw, while doing some research, I discovered that Kärcher had already done something similar in Luxembourg back in 2023.
Here you can read about the case.

➡️ To Read: Mainstreet Millionaire

I’m a loyal listener of the Mindvalley podcast. Recently, I heard Cody Sanchez being interviewed about her book Mainstreet Millionaire. (I don’t know why every book these days has to start with Millionaire. Well, actually, I do—because it sells, I guess. But that’s not what caught my attention.)

Her story was mainly about the relationship between women and money, and how she wants to change it. With her book, she aims to show women that running a business is for them too. That we shouldn’t be afraid of money, but instead, learn to use it wisely and strategically.

Her insight is simple: don’t overcomplicate things—just invest in boring businesses.
Anyway, great podcast!

I just ordered the book, but it won’t arrive in time to include in the next newsletter.
So… who has a good suggestion for what I should read this week? 😊

I wish you all a wonderful week!
(And if you’ve forgotten what sunshine looks like, go check out some of your sunny pictures. Whatever helps 🤷‍♀️)

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