SimplySwiss

Swiss Navy

Switzerland shares several lakes with neighboring countries: Lake Geneva (France), Lake Maggiore (Italy) and Lake Constance (Germany). Otherwise, Switzerland is a landlocked country. It is somewhat amusing therefore to think of Switzerland as having a navy force and to name a product “Swiss Navy”. Star Trade, the same producer of Swiss Army chocolate, also produces a product called Swiss Navy sugar-free mints which are sold in small metal boxes. The box prominently displays the Swiss shield and the cardboard box in which they are distributed features a cut out of the Matterhorn.

Protecting "Swiss Made"

As reported by Matthew Allen on swissinfo.com on April 6, 2008: The Swiss government wants to replace vague laws with concrete rules to crack down on abuses of "made in Switzerland" and Swiss cross labels. Consumer groups have welcomed the idea, but business leaders want flexibility.

Proposals under consideration: At least 60% of research, development and manufacturing costs should be in Switzerland and that food products should be made of at least 90% home-grown ingredients to qualify as Swiss made.

The Consumer Protection Association wants to see for example an end to Swiss branded cheeses containing milk from Polish or German cows. "This is absurd. For Swiss consumers the milk in Swiss cheeses comes from Swiss cows. Whatever has a Swiss cross or Swiss origin on it must have Swiss [ingredients] in it," the association stated.

However, food giant Nestlé did not think that the origin of raw materials made much of a difference to consumers. "I don't think people really mind where the milk comes from when they buy, for example, chocolate. They buy it because they like the finished product," spokesman Francois-Xavier Perroud told swissinfo.

Swiss Chalet

The Swiss Chalet chain of restaurants first opened shop in Toronto, Canada in 1954. Today, the chain includes over 190 restaurants spread across both Canada and the United States. Swiss Chalet is best known for its rotisserie chicken which was “inspired by a secret Swiss recipe, discovered by founder Rick Mauran…” Don’t expect to find cheese fondue or raclette on this menu which also features Perogies (traditionally Slavic in origin), Greek Salad and Apple pie. (swisschalet.com)

Bina Tea

Bina Teas has evolved its packaging to a feature a significantly less overt Swiss-branded label. The Swiss flag has been removed, the prominently featured Matterhorn has been replaced by a washed out visual of a generic snow-capped mountain range and the Edelweiss flowers are no longer. Rather than calling out the fact that this is a product from Switzerland as on the old label, the new label informs consumers that the product is “Freshly brewed with Pure Alpine Water” and “100% All Natural”.

As described on bevnet.com: “Slowly and freshly brewed to perfection in pure Alpine water, this signature blend of select teas is less sweet so that you can really taste the tea. When you drink Bina Iced Tea, you can sense the fresh cold streams and cool mountain air of the swiss Alps. All natural, with no artificial colors of flavors. Bina, less sweet. More tea taste.” (www.bevnet.com)

Arbonne

I have received a number of emails inquiring about the legitimacy of Arbonne as a Swiss company. According to the brand’s web site, Arbonne products are "FORMULATED IN SWITZERLAND. MADE IN THE USA." Specifically, "the Arbonne Institute of Research and Development, or AIRD, is a research and development facility located in Switzerland. The purpose of this institute is to coordinate the efforts of master formulators as they research, develop and finalize Arbonne’s exclusive skin care products... Pierre Bottiglieri coordinates the development of Arbonne’s proprietary skin care formulas at AIRD in Switzerland..." (www.arbonne.com/company/aird.asp).

The following is merely conjecture: The AIRD may currently or may have existed within the context of the Laboratoires Biologiques Arval (www.arval.ch) which is in the business of developing and manufacturing products under private label brands. One of the services they offer is “formulation services without production or filling” which seems to fit with Arbonne’s business model of having its products formulated in Switzerland but produced in the United States. The tabs on this site no longer seem to be active.

A greater emphasis is placed on Arbonne’s association with Switzerland than the United States. This is evident in the lockup featuring a grey-scale version of the Swiss flag and two call outs to Switzerland: 1) “Pure Swiss Skin Care” and 2) “Formulated In Switzerland”. (Primary Sources: www.arbonne.com/company/aird.asp and www.arval.ch) 

Swissline

Created in 2001 by Peter Fink, a Fribourg-based potter, Swissline is the name given to a collection of patriotic ceramics featuring the Swiss flag. A Zurich-based boutique first commissioned Fink to create a Swiss themed fondue pot. Product extensions evolved to include other fondue-related crockery: plates and tea cups. (www.potsfink.ch)

Swiss Graphic Design

“Swiss graphic design and "the Swiss Style" are crucial elements in the history of modernism. During the 1920s and '30s, skills traditionally associated with Swiss industry, particularly pharmaceuticals and mechanical engineering, were matched by those of the country's graphic designers, who produced their advertising and technical literature. These pioneering graphic artists saw design as part of industrial production and searched for anonymous, objective visual communication. They chose photographic images rather than illustration, and typefaces that were industrial-looking rather than those designed for books. Written by noted design authority Richard Hollis, this lavishly illustrated volume looks at the uniquely clear graphic language developed by such Swiss designers as Theo Ballmer, Max Bill, Adrian Frutiger, Karl Gerstner, Armin Hoffman, Ernst Keller, Herbert Matter, Josef Müller-Brockmann, and Jan Tschichold. The style of these artists received worldwide admiration for its formal discipline: images and text were organized by geometrical grids. Adopted internationally, the grid and sans serif typefaces such as Helvetica became the classic emblems of Swiss graphic design. Showcasing design work across a range of media, including posters, magazines, exhibition displays, brochures, advertisements, books, and film, this essential book shows how many of the Swiss designers' modernist elements remain an indispensable part of today's graphic language.”

Swiss Contact Lenses

For the ultimate patriot or brand evangelist, these Swiss flag contact lenses are a must-have. Only 1500 pairs were made. The lenses can be purchased from Swiss-based company www.mrlens.ch 

'Swissness' Defines Mövenpick Campaign

As reported by 4hoteliers.com: “Passionately SwissTM” is the international slogan used to communicate the typical Swiss values such as quality, reliability and care with a personal touch.


“The Swiss origins of our company are of great strategic significance to us, since they open many doors at the international level and inspire trust in our guests”, says Jean Gabriel Pérès, President & CEO of Mövenpick Hotels & Resorts. 



“The Swiss are passionate when it comes to quality. With our slogan “Passionately SwissTM”, we underline this fact in the hotel business even in our international campaign and together with our employees strive to live up to it again and again every day.” 



The new image campaign is geared to both corporate and leisure travellers and addresses the needs of modern hotel guests with a dash of humour. Making use of new image worlds, it specifically focuses on the issues of service, gastronomy, meetings and incentives as well as holidays. The central theme of Swissness is underlined by the Swiss flag which connects the key messages in lieu of a plus sign.



“The new advertising campaign reflects our image and our identity in a fresh and modern way. In an international context, it thereby positions Mövenpick Hotels & Resorts uniquely as one of the leading Swiss hotel chains”, explains Steven Nikolov, Senior Vice President of Sales & Marketing Mövenpick Hotels & Resorts. “We look forward to communicating our market promise to the world in combination with typical Swiss values and to further raising brand awareness in our core markets.”

1291 Swiss Energy Drink

The Swiss cantons of Uri, Schwyz, and Nidwalden signed a mutual defense agreement on August 1, 1291 and were later joined by other surrounding areas to form the Republic of Switzerland. The Swiss Energy Drink commemorates the founding of Switzerland.

Keeping The Swiss Army Knife Swiss

As reported earlier this summer through Bloomberg by Paul Verschuur, “a retired Swiss Army colonel is petitioning the Defense Ministry to keep the famous pocket knife issued to the Alpine nation's soldiers Swiss following reports that the next batch of 65,000 could be made in China.

Alois Kessler, a lawyer who served as a reserve officer until 2004, began his campaign after hearing that World Trade Organization rules may mean the government has to consider bids from anywhere in the world for its new batch of Army knives.

“A Swiss Army knife with a Swiss cross on it, and ‘Made in China' on the back, won't be accepted at all well,'' Kessler said today in an interview from his Schwyz, Switzerland, office. “I have real doubts that China would manage the same standards of quality'' as the Swiss product, he said.

Based in nearby Ibach, Victorinox AG has provided pocket knives since 1909 for the Swiss Army, as well as Pope Benedict XVI and 5.5 million others annually…

“There is a need for a new army knife,'' said Peter Lyoth, a spokesman for Armasuisse, the Defense Ministry's procurement agency. When asked if the knife could be ordered from China, he declined to comment.

Kessler said he is trying to convince the Army that the knife would qualify for an exemption to the WTO rule banning discrimination against foreign bidders. Alternatively, he argued the government is free to set quality and environmental criteria that non-Swiss bidders are unlikely to meet.

“It's an emotional thing, too,'' Kessler said.” (Primary Source: www.bloomberg.com)

Vitalp

This little product packs a branding punch and a half with six on pack callouts to its country of origin.

1) Product description: “Swiss Herb Candy”
2) Product name: “Vitalp” evokes the Alp mountain range that runs in part through Switzerland.
3) A visual of the Swiss flag.
4) A caption identifying the flag as Swiss.
5) A visual of the iconic Matterhorn mountain.
6) A duplicate product description at the bottom of the pack: “Swiss Herb Candy”

Vitalp products are available in Switzerland and Germany only. (Primary Source: www.vitalp.com)

Swiss Army Blanket

While Switzerland is a politically neutral country, as a matter of self defense, military service is compulsory for all males starting at age twenty. While war has not contributed to the country’s recent history, its army is still well regarded and equipped with high quality tools and materials. The multi-purpose knife is perhaps the most notable output from the Swiss army. However, another standard issue from the Swiss army is its grey woolen blankets emblazoned with a red stripe and a white cross. The originals were produced up until the 1940s by a Swiss company called Pfungen. Today, both the original and replica blankets are available for purchase from a variety of general market distributors.

Patrouille Suisse

Founded in August 1964, the so-called “Patrouille Suisse” is the official aerobatic division of the Swiss Air Force. Its mission is to demonstrate the know-how and precision of the Swiss Air Force at air shows both domestically and abroad. This year alone, the team is scheduled to perform in England, Germany, Belgium and France.

Aircraft of the Patrouille Suisse were redesigned and repackaged in 1991 to leverage the two colors of the Swiss flag, red and white across their fuselage. Furthermore the Swiss flag is clearly visible on the underbelly of the aircraft as they fly overhead. (Primary Source: www.armee.vbs.admin.ch)

Obi Swiss Apple Juice

Redesigned in 2003 to sport a trendy new look, Obi attributes a great deal of importance to its Swiss origin which is called out both in its name and package design. While not actually one of Switzerland’s four official languages, the product’s name is prominently featured in English: Swiss Apple Juice. Below the visually impactful design of the Swiss flag / red apple hybrid on a black background, the product’s name is also spelled out in smaller type both in German (Schweizer Apfelsaft) and French (Jus De Pomme). Obi Swiss Apple Juice is distributed both within Switzerland and abroad. One of the brand’s most recent advertising taglines is “Naturally Obi” which is a nod to the brand being a natural choice because it is a 100% natural and quality product consumers can feel good about. (Primary Source: www.obi.ch)

The Laughing Cow (French: La Vache Qui Rit)

Fromageries Bel, S.A., headquartered in Paris, France is a worldwide marketer and manufacturer of various branded cheeses including the individually packaged wedges of processed cheese called The Laughing Cow (French: La Vache Qui Rit).

The product was first launched in 1921 and was the first cheese brand registered in the French national patent office. Today, The Laughing Cow brand of cheese is consumed in more than 90 countries on five continents totaling a consumption of approximately 2,500 portions every 20 seconds.

Given that The Laughing Cow packaging is branded with the French flag and slogan "A French Favorite", it is somewhat surprising that the "taste" is claimed to be imported from France's neighbor, Switzerland. Here in the U.S., The Laughing Cow cheese is available in flavors such as "Original Swiss Flavor" and "Original Creamy Swiss Flavor". On the package one will also find copy that reads: "Indulge in the rich creamy-delicious taste of imported Swiss cheese, blended with a touch of cream for easy spreading." This strikes as a slightly odd statement given the revelation made in the FAQ section of the brand's U.S.-based site, www.thelaughingcow.com. In response to the question "Are The Laughing Cow products made in France?" the following answer is provided: "Most products sold in the U.S. are made in our Kentucky plant. We may from time to time import some items from France." Given the disconnect of this response from all the "Swissness" which is invoked on pack, one must ask: "Is there actually a justifiable connection that this product has with Switzerland?" Your comments and throughts are, as always, most welcome! (Primary Source: www.bel-group.com)

Swiss Products Made By Non-Swiss Companies Spur Fight For National Brand

Here is an extract from a July 3rd, article by Paul Verschuur which addresses the value of the Swiss brand in companies’ marketing practices.

"ZURICH: Thomas Minder's family-owned company has marketed mouthwash using the white cross and red background of Switzerland's flag for three generations, relying on the country's reputation for quality, purity and reliability.

" 'Swissness' in marketing consumer goods is absolutely essential," said Minder, chief executive officer of the company, Trybol. "It's worth more than Coca-Cola."

Minder is at the forefront of a campaign to outlaw "Swiss" yogurt made from U.S. milk and "Swiss" cosmetics produced in Germany. Watchmakers, including Swatch Group, proposed last week the tightening of rules for "Swiss-made" timepieces as part of efforts to preserve the national brand and protect Switzerland's 240 billion francs, or $197 billion, worth of exports…

About 6,400 registered trademarks contain the Swiss cross, the country's name or another reference to Swissness, according to the Meyer Lustenberger law firm in Zurich, which researched the issue for the government. But 220 of the trademarks are owned by foreign businesses, and there is also a growing tendency among companies boasting Swiss roots to make their products abroad to cut costs, said Simon Holzer, a lawyer for the firm.

Commercial use of the Swiss cross is illegal, even for products made in the country, but the government recognizes that the law, which permits use of the emblem for decorative purposes, is ambiguous and difficult to enforce, and it has proposed clarifying the rules.

The Federation of the Swiss Watch Industry has urged the government to insist that at least 80 percent of a mechanical watch, or 60 percent of an electronic one, must come from Switzerland for it to qualify as Swiss-made. Under current rules, only the mechanics have to be at least half Swiss. About 40 million fake Swiss watches are made worldwide each year, compared with 25 million authentic timepieces, according to figures provided by Jacques Duchene, president of the exhibitors committee at the Baselworld watch fair.

Minder said the problem extended beyond watches. In May, he took out a full-page advertisement in a local newspaper urging Emmi, the largest dairy company in the country, to stop using the Swiss cross on yogurt made and sold in the United States. Emmi said it has to use American milk because of U.S. health regulations. The yogurt packaging does not say that the milk that made the yogurt is Swiss, but it does use the Emmi logo containing the cross.

"It's hard to understand why Swiss companies shouldn't use the Swiss cross," said Ruth Stadelmann, a spokeswoman for Emmi, who added that "there's got to be a clear, single rule" governing all uses of the national emblem.

The government has acknowledged that enforcing the ban on use of the cross is not feasible and has said that it will propose changing the law to allow both the emblem and "Made in Switzerland" to be used for any product or service that is legitimately Swiss…" (Primary Source: www.iht.com)

Caran d'Ache

Founded in the city of Geneva in 1924, Caran d'Ache is Switzerland’s premier manufacturer of writing implements and high quality art supplies.

The brand has also evolved to develop an international reputation for its line of luxury products which include lighters, leather wallets, men’s jewelry and belts. The brand’s shop-in-shops provide the ideal venue for displaying its products in high end stores located in New York, Rome, Tokyo and Dubai. (Primary Source: www.carandache.com)

Heidiland Mineral Water

Written in 1880 by the Swiss author Johanna Spyri, Heidi is the story of a young orphan who grows up living in the peaceful and picturesque Swiss Alps. Her image, along with visuals of the Alps, the Swiss flag and the famed Edelweiss flower all adorn the label of the Heidiland Mineral Water bottle. According to the brand’s web site, “it takes more than ten years for the spring water from untouched nature to percolate from a height of over 1,500 meters and flow down through various layers of stone and rock. On its journey it is purified and enriched with important and valuable minerals such as calcium, magnesium and bicarbonate. From a depth of about 180 meters, the water bubbles out of the "Heidi-Quelle" source...” (Primary Source: www.heidilandwater.ch)

Presence Switzerland: Branding A Nation

Founded in 2000 by the Swiss Federal Council and parliament, Presence Switzerland is an organization that has been charged with the strengthening of Switzerland's image abroad. As it is explained on their web site, branding a nation is important for many reasons: "In today's global society countries vie with each other for the world's attention, for people, for foreign investment and capital. Where people go for their holidays, where companies invest, where universities select scientists for their research activities, or where major conferences are held - all these decisions affect the prosperity of a country. And they are made by people. Their decisions are influenced to a greater or lesser extent by the image created in their minds by the country concerned. The way a country is perceived abroad is central in such decisions. A country therefore cannot allow itself to be indifferent to its image abroad. This is not only true for the political scene but especially for foreign opinion-makers, the opinion 'multipliers' of society. This is where the concept of nation branding comes in. Nation branding is a process by which a country creates a fair and balanced image of itself for a particular purpose. It is intended to ensure that its image is not dominated by events from the past, but corresponds with current reality and is oriented to the future. Nation branding is successful if a country has a clear identity and is heard in this age of information overkill. If this can be achieved the country will stand out above others, and the images it generates in peoples' minds become sharper and closer to reality." (Primary Source: www.presence.ch)

Star Trade's Swiss Army Chocolate

Today, the 'Swiss Army' brand is owned jointly by Victorinox (maker of the famed Swiss Army Knife) and the Swiss Confederation. The agreement between Swiss military authorities and the Swiss Army Brands Inc. (today owned by Victorinox) took place in 1996. Since that time, Victorinox has invested heavily in building up the equity of the Swiss Army brand.

In 2004, the Swiss government took issue with a company called Star Trade for trademark infringement of the Swiss Army brand. Star Trade was marketing a chocolate bar called Swiss Army Chocolate. While the product was registered with the country’s trademark authorities, Star Trade had not paid any licensing fees for use of the name. (Primary Source: www.fromeuropewithlove.net)

The Swiss Passport

The most obvious visual shorthand for any one country is its flag and yet, when it comes to the design of passports, very few countries leverage this asset opting instead to emblazon their monochrome passport covers with a much more elaborate gold or silver design. The Swiss however have taken a different approach. Staying true to the country’s brand identity, the Swiss passport leverages the design of the Swiss flag. The white equilateral cross on a red background is telegraphic in communicating at a glance the origin of the document and its owner. As is evidenced by the numerous brands showcased on this blog, the Swiss as a whole are extremely savvy integrated marketers. It is not surprising therefore that their passport would also be treated as a vehicle to showcase their meticulous image and brand management know-how to the world.

"Switzerland: A Brand Name That Sells" - Part III

"Any brand or company name which uses the concept of Switzerland or the word “Swiss” is exploiting the image that is associated with these. The central register of Swiss companies lists around 2000 active firms whose names include the words “Schweiz” (German), “Suisse” (French), “Svizzera” (Italian), “Switzerland” or “Swiss”. It is likely that many more play on the “Switzerland” brand by using the initial letters “Sw…” (Swatch being an obvious example). The name of the new national airline “Swiss” makes no compromise in this respect. Yet brands, company names and labels announcing the country of origin are not the only methods used to tell potential buyers where a product comes from (or give a sometimes less than wholly accurate indication of the provenance of items manufactured in a number of stages). Often, the product itself and the packaging in which it is presented exploit familiar symbols or depictions of flags to create a link to the positive image of a country." (Primary Source: “Switzerland: A Brand Name That Sells” by Rudolf Pauli for UBS OUTLOOK, 2002)

www.swissmade.com

Many of the high quality brands and products listed on this blog are available for purchase at a Zurich-based online store appropriately called www.swissmade.com. Cheese, chocolate, potato chips, books, CDs, watches, knives, luggage, this Swiss ambassador ships all matter of merchandise all over the world. (Primary Source: www.swissmade.com)

Swiss Travel Products

Sold under the brand name Swiss Travel Products, the World Travel Adapter is the Swiss Army Knife of electrical adapters! The device has four plug options allowing for electrical adaptability in over 150 countries. The device is a prime example of Swiss technological ingenuity, innovation and fine design. (Primary Source: www.swisstravelproducts.com)

"Switzerland: A Brand Name That Sells" - Part II

A survey of citizens from the European Union has shown that "the conventional stereotype of Switzerland as a country of mountains, banks, watches and chocolate continues to enjoy widespread currency. In addition, the "Made in" image of Switerland has long been associated with premium inernational quality, exclusiveness, above-average levels of environment friendliness and precision. A recent survey carried out by Wirthlin Worldwide asked interviewees what qualities they associated with Swiss companies. The responses: conservative, closed, discreet and efficient." (Primary Source: “Switzerland: A Brand Name That Sells” by Rudolf Pauli for UBS OUTLOOK, 2002)

M*Plast "Swiss Special" Bandaids

Distributed solely by the Swiss national grocery chain Migros, these more highly priced bandaids are branded with the design of the Swiss flag. For just over two dollars, consumers get fifteen “Swiss Special” branded M*Plast band-aids.

Switzerland: A Brand Name That Sells - Part I

In a 2002 article titled "Switzerland: A Brand Name That Sells" Rudolf Pauli outlines for the readers of UBS OUTLOOK, the importance of the Swiss brand. The next few postings will provide excerpts from this insightful article.

"For potential buyers, subjective assessment plays a crucial role in deciding which product or service to choose. But how does a customer form a personal judgment of the quality or value of a tie on display in an airport duty-free shop? Apart from surroundings, mood, the need for a particular item and a variety of other factors, brand, corporate and country image have an important role to play. Customers who have only limited information about one of the three aspects of the image will rely more on other ingrained perceptions. They may be familiar with the brand but not with the company, and may know very little about the country the tie comes from. As a result, they may be obliged to rely largely on the basis of the brand image they already have in their minds. This is where the “Made in” label comes in, helping customers who may know little or nothing about the brand and the company that produces it. This in turn gives rise to the so called halo effect, where the customer’s assessment of various factors – chief amongst them product quality – is colored and influenced by the values linked to the country image. Thus the image purchasers have in their minds of a country affects the marketability of a brand.” (Primary Source: “Switzerland: A Brand Name That Sells” by Rudolf Pauli for UBS OUTLOOK, 2002)

Branding Swissness

For anyone who may have an interest in the Swiss brand, a working knowledge of German and will be in Zurich on June 13, HTP St. Gallen will be hosting a day-long seminar about “Branding Swissness”. Speakers will include lawyers and various business professionals (including senior management from Kambly Cookies and La Prairie) who have expertly leveraged the equity of the Swiss brand to their marketing advantage. (Primary Source: www.htp-sg.ch/swissness)

Helvetica Typeface

2007 marks the 50th anniversary of the Helvetica typeface. Created by Max Miedinger with Edouard Hoffmann at the Haas’sche Schriftgießerei (Haas type foundry) in Münchenstein, Switzerland, Helvetica is widely considered to be the official typeface of the twentieth century. Originally called Neue Haas Grotesk, the typeface's name was changed in 1960 by Haas' German parent company Stempel to Helvetica which is derived from the Latin name for Switzerland, Helvetia. The name change was intended to make the typeface more marketable internationally. To commemorate the 50th anniversary of Helvetica’s design, the Museum Of Modern Art in New York has a temporary exhibit to showcase the typeface. According to the site, “Helvetica communicates with simple, well-proportioned letterforms that convey an aesthetic clarity that is at once universal, neutral, and undeniably modern. In honor of the first typeface acquired for MoMA's collection, the installation presents posters, signage, and other graphic material demonstrating the variety of uses and enduring beauty of this design classic. As a special feature in the exhibition, an excerpt of Gary Hustwit's documentary Helvetica reveals the typeface as we experience it in an everyday context.” Documentary film director Gary Hustwit has produced a documentary on Helvetica, called simply Helvetica. (Primary Sources: www.wikipedia.org and www.moma.org)

Elsa Mattresses

Elsa is a Swiss family operated company which produces a wide variety of high quality mattresses and pillows. Elsa mattresses and pillows are made from the company’s proprietary foam (elsa-Mineralschaum©) which helps distribute one’s weight more evenly for maximum comfort. In addition to being ergonomic in their design, Elsa mattresses are also made with a nod to the environment. The brand’s web site states: “elsa mineral foam (elsa-Mineralschaum©) is completely heat recyclable and does leave any toxic residues, thus entering the cycle of nature.”

This particular advertisement was being distributed at a pharmacy in Geneva, Switzerland. (Primary Source: www.elsaint.com)

Swissdermyl

Swissdermyl fuses “refined plant extracts, essential oils and sophisticated molecules from scientific processes and technology” to develop high performance cosmetics. The brand produces a wide range of facial and body treatments that are sold in an expected red and white package. Distributed globally, the point of sale displays leverage typically Swiss visuals such as that of the Matterhorn to help capture consumer attention. (Primary Source: www.swissdermyl.com)

Valser Mineral Water

Switzerland is one of the leading sources of bottled mineral water in Europe producing in excess of 530 million liters every year. Valser originates in the Vals Valley collected at depths of over 1000 meters. “It is this origin that makes it so special. In the natural water cycle of the earth, precipitation from rain and snow seeps into the inside of the rock. On its subterranean path, it seeps through the water-bearing rock strata from limestone and dolomite, and in the process various precious minerals and trace elements are dissolved. It is purified without ever having contact with surface water. It takes no less than 25 years until the water emanates from the mountain foot in its most original and purest form at St. Peter’s Spring: crystal-clear and enriched with vital minerals for the human being. The time and the depth of the distance covered play more than just a minor role in the composition and the high quality of the 1870 mg of minerals per liter of VALSER.” (Primary Source: www.valser.ch)

Swiss National Football Team

SwissLife became the sponsor of the Swiss Football Association and the Swiss national football team during the summer of 2004. During the 2006 football/soccer world cup, fans were out in force showing their pride and support for the Swiss team.

SwissLife

SwissLife is one of Europe's premier providers of both pension and life insurance products. Within the Swiss market, the company is the uncontested market leader. The company’s recently redesigned and much simplified logo is featured top left. True to its previous incarnation, the new logo still leverages a visual of the Swiss flag helping to communicate and reinforce a sense of trust associated with the brand. (Primary Source: www.swisslife.ch)

Examining Swiss-Labeled Products

The Swiss Federal Council is showing renewed interest in regulating the use of the Swiss flag in the interest of safeguarding its image and its economy. The interest comes from the ever increasing number of brands and products manufactured outside of Switzerland which are making use of the flag. Not only does this detract from the caché of those products which are genuinely made in Switzerland, it also makes it more difficult for consumers to identify authentic products without reading the finer print. A recent cartoon in the Coop grocery store publication is captioned: “The Swiss Federal Council intends to better control the commercial usage of the Swiss label.” (Primary Source: Coop grocery store and general news)

ADDiCT Swiss Care Products

Marketed as the “Swiss solution to stop smoking”, the NIC-ex SX1, developed by ADDiCT Swiss Care Products, is a device which uses principles of electric stimulation therapy to help reduce the cravings associated with nicotine withdrawal. According to the ADDiCT web site, here’s an explanation of how the NIC-ex SX1 device works: ¨NIC-ex SX1 helps cigarette smokers stop smoking by regulating the brain levels of such natural neurochemicals as dopamine and endorphins. The neurochemical dopamine stimulates the “reward” centre in the brain resulting in a “feeling of pleasure. Endorphins, also produced naturally by the brain, are anti-stress hormone-like neurochemicals that relieve pain (anti-pain action) and enhance the immune system. The nicotine in cigarette smoke increases the brain levels of dopamine thereby giving the smoker a rewarding “feeling of pleasure”. The need of the smoker to continue getting this “feeling of pleasure” quickly results in the development of nicotine addiction... When a smoker tries to stop smoking, the brain nicotine levels rapidly decrease, resulting in lowered levels of dopamine and an array of very unpleasant, discomforting (nicotine) withdrawal symptoms that includes an intense craving to smoke... NIC-ex SX1 works by electrically stimulating the brain to produce dopamine which restores and helps sustain that “feeling of pleasure”, thus preventing the strong craving to resume smoking during nicotine withdrawal. NIC-ex SX1 also increases the brain production of the natural anti-stress, anti-pain endorphins, thereby reducing or minimizing the intensity of many of the stressful, painful nicotine withdrawal symptoms. (Primary Source: www.addictswiss.ch)

Swiss International Week

Student International Week organizes a variety of exchange programs for university-level students including Swiss International Week. This specific exchange program provides students from around the world with the opportunity to be hosted by the University of St. Gallen. “Since 1981 the International Week Committee has been organizing the legendary Swiss International Week. Traditionally we invite about 30 students from participating business universities all over the world to show them our culture and economic life. To do so we conduct in activities such as company visits, workshops, sightseeing, cultural events and parties. In exchange, students of the University of St.Gallen are invited to International Weeks of over twenty other Universities.” (Primary Source: www.studentinternationalweek.com)

Air-O-Swiss

In business for over forty years, Swiss-based company PLASTON has developed a number of advanced air purifiers and humidifiers for both domestic and business purposes. The company markets its products under the brand name Air-O-Swiss. (Primary Source: www.plaston.com)

Swiss Energy Power

Swiss Energy Power is an energy drink formulated in Switzerland that is available in two flavor varieties: a Red Bull-like flavor and a mango flavor. The active ingredients making the product an energy drink are Taurine, Glucuronolactone and Caffeine. The brand makes deliberate use of visual cues that connote “Swissness”: The primary color of the packaging is red, the Matterhorn and Swiss flags are also prominently displayed on pack. All of these result in high visual impact on shelf compared to its competitors. (Primary Source: www.trivarga.com)

Swissflex Beds

It would appear as though there are two brands in the marketplace looking to leverage the name “Swissflex”. As noted in a separate post below, one of these is a manufacturer of eyeglasses. The other is a high-end manufacturer of beds and mattresses. With so much of one’s life spent in bed, it’s only natural to want the very best in ergonomic comfort. As reported on the company’s web site: “Only the combination of a top-class slat base with a perfectly adapted top-quality mattress and pillow will give you the feeling of dream comfort. The SWISSFLEX bedding system is as precious as your sleep and will allow you to face up to the demands of today's hectic lifestyle.” (Primary Source: www.swissflex.com)

White On Red – United Colors of Switzerland

In 2004, the Museum of Communication located in Bern, Switzerland’s capital, hosted a temporary exhibit called “White On Red – United Colors of Switzerland” which featured a variety of products, designs and graphics that somehow leveraged the visual of the Swiss Flag. According to the museum’s online archive: “At every turn, you encounter the Swiss cross, at counters, in display windows, in shops and at sales booths: as the national emblem represented in a variety of different ways, as a logo on yoghurt containers and pots and pans, as a design on mugs and handbags or worn proudly on the T-shirt of a sports fan. As you walk through the exhibition, you are continuously confronted with the question of why the Swiss cross is currently experiencing a surge in popularity: has it been infused with new symbolic meaning or has it lost its significance?” (Primary Source: www.mfk.ch/weissrot.html?&L=2)

Bio-Familia Müesli

Bio-Familia was founded in 1954 under the name Somalon AG. The company pioneered the mass production of Müesli cereal, a key ingredient in a healthful recipe developed by Dr. Maximilian Bircher-Benner a Swiss born physician who took a particular interest in issues surrounding diet and nutrition. Based on his research, Maximilian created a healthful dish consisting oatmeal, raw apples, condensed milk, nuts and lemon juice. Today, this dish has been named in his honor as BircherMüesli. Bio-Familia’s Müesli packaging has a clear call out to it’s Swiss heritage: 1) the word “Swiss” (from a hierarchical perspective, the reference to origin is more prominent than the actual product name) 2) the Swiss flag. (Primary Source: www.biofamilia.ch)

Swissotel

Concentrated throughout Europe and the Mediterranean, Swissôtel maintains a global presence with hotels and resorts in Chicago, Lima, Quito, Tokyo, Beijing, Shanghai, Osaka, Bangkok and Sydney. While the brand name does evoke the brand’s origins, it is currently owned by the non-Swiss Raffles Holdings Group. Raffles acquired Swissotel from the Swissair Group back in 2001. This explains the similarity of the old Swissotel logo to the former Swissair logo posted further down the page. Today, Swissotel is positioned as a “distinctive group of deluxe hotels for today's discerning modern business and leisure travelers, combining the renowned Swiss touch with a fresh, modern and contemporary design.” (Primary Source: www.swissotel.com)

Swiss T

This brand leverages “Swissness” in all its forms: 1) Name: Swiss T. 2) Visual: The Swiss flag is a key component of the product label. 3) Origin: “Imported From Switzerland” as noted on the product label. 4) Status: “Premium” as noted on the product label. Swiss T is the only European ready to drink product of its kind here in the U.S. market. The brand’s sales pitch and point of differentiation in the US market is clearly noted on its web site: “Unlike many ready-to-drink teas in America—factory-made from a mixture of cold water and powdered concentrate—the Swiss take the time to brew Swiss T hot, the way it should be, and use state-of-the-art techniques to preserve all the goodness of nature. All right here in Bischofszell.” (Primary Source: www.swisst.com)

Swissflex

Customization is key to the consumer’s SwissFlex brand experience. Lens shape, frame color, screw color, nose pad size can all be uniquely selected. All these options allow consumers to take an active role in designing their eyewear. Not only does this provide consumers with a way to express one’s individuality, this concept also allows them to choose components which are most comfortable for them. The SwissFlex frames are made from Marsydur: “a high performance polymer, was created during the orbital research and development in connection with the MARS MISSION. Marsydur’s super light-weight offers excellent dimensional stability, an endless variety of colors and it is absolutely antitoxic. Marsydur combines rigidity, heat resistance, excellent dimensional stability, chemical resistance, medical and FDA approved.” (Primary Source: www.italee.com/swiss/index.htm)

Swiss Valley Farms

Headquartered in Davenport, Iowa (USA), Swiss Valley Farms is a dairy cooperative which has been in operation for over 45 years. The cooperative is owned and controlled by over 1000 dairy producers in four U.S. states. (Primary Source: www.swissvalleyfarms.com)

Tissot

Established in 1853 by Charles-Félicien Tissot and his son Charles-Emile, Tissot is one of Switzerland’s most prominent watch brands. Dedicated to performance, Tissot is the Official Timekeeper and Watch of NASCAR, the Ice Hockey World Championship, the Cycling World Championship and has been featured in a number of action movies including Lara Croft Tomb Raider and Mr. and Mrs. Smith. The Swiss flag is an integral component of the Tissot logo reminding consumers that Switzerland has a long-standing tradition of producing high quality and precision time pieces. As with most watches made in Switzerland, the words “Swiss Made” are proudly emblazoned on the faces of all Tissot watches. (Primary Source: www.tissot.ch)

Swiss Tracing

I came across this pad of tracing paper at an art store in Manhattan called A. I . Friedman. I was unable to find any information about the brand online. Any input would be most welcome.

Federation of the Swiss Watch Industry

The following is taken from the home page of the Federation of the Swiss Watch Industry and explains the value of the words “Swiss Made”:

“Watches, clocks and alarm clocks manufactured in Switzerland bear the designation "Swiss made" (or its abbreviation "Swiss") as well as the logo of the producer or distributor. This label enjoys a solid reputation throughout the world. And globalization of trade has done nothing to diminish its importance. On the contrary, the modern consumer is looking for a maximum of information when he or she goes shopping for a new timepiece.

"Swiss made" embodies a concept of quality that has been forged over the years. It includes the technical quality of watches (accuracy, reliability, water-resistance and shock-resistance), as well as their aesthetic quality (elegance and originality of design). It covers both traditional manufacturing and new technologies (micro-electronics)… The intrinsic value of the "Swiss made" label, is the result of considerable efforts on the part of watch making companies, who are ultimately responsible for maintaining its reputation.

While prestigious brand names have thrived, they have never relegated the "Swiss made" label to a secondary place. The brand names and "Swiss made" have always worked together in an alliance that provides the consumer with the best of guarantees.”

Certain regions in Switzerland have their own "place of origin" labels. One of the most renowned is "Genève", which identifies top-quality timepieces made in the city and canton of Geneva. Like "Swiss made", this label is very popular with counterfeiters and therefore benefits from continuous protection within the framework of the FH's anti-counterfeiting program. (Primary Source: www.fhs.ch)