A Country-Wide Exercise in Marketing

Switzerland is very beautiful. You've got the tremendous landscape – the distant Alps, the blue lakes, green meadows. And Switzerland is very prosperous. I've stopped counting the number of extremely expensive cars I've seen these last weeks (Aston-Martins, Rolls Royces, Ferraris, Lamborghinis). Zürich especially "breathes" money and stability. The quality of service is impressive – people are very conscientious, and especially the civil servants so far have struck me as very friendly. Plus, the quality of the edibles and ingredients you can buy even in the supermarkets is so far from everything we were used to in Germany that we regularly end up buying much too much because we want to sample everything. This, together with Switzerland's well-known neutrality, is expressed best through one symbol: the famous white-on-red Swiss Cross ("Schweizerkreuz"). The Swiss are (rightfully) proud of their country, and they show their pride everywhere. You cannot walk through the city without seeing at least a dozen Swiss Crosses.

There are some stores (like the "Schweizer Heimatwerk" on Bahnhofstrasse) that seem to offer only those articles that show the Swiss Cross. And there's quite a bit of them. Likewise, you seem to be able to get about every article where at least one brand has chosen to use the Swiss Cross as part of their design and packaging. The omnipresence of the symbol and its re-affirmation through all the high-quality experiences strikes me as one of the best-concerted exercises in marketing I've come across so far. The Swiss Cross symbolizes outstanding quality. Those employing it profit from it, but it also feels as if everyone using it it has subscribed to a certain voluntary self-commitment as well.

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