We got our first taste of this last week on Zurich's Bahnhofstrasse, when the Young SVP demonstratively handed out 500 Moor's heads. Next, Dubler Moor's heads might adorn posters at right-wing nationalist demonstrations or become the scene's celebrated dessert. Dubler definitely doesn't want that. How can he counteract this danger?
Is there any alternative to renaming the product? in my chest. My personal heart, with all the experiences I have had as a second generation immigrant with "Negerküsse," says clearly greece rcs data and unambiguously: No. "Mohrenkopf" is definitely no longer an option in 2020.
My heart as a brand strategist, however, also sees a company patron who is authentic, willing to set boundaries and courageous. He shows attitude and does not let anyone tell him what to do. So if his premise is still that he does not want to change the name, then he must act differently: Dubler must clearly and courageously close the scope for interpretation against the right. He must unambiguously reposition himself and his company with an anti-racism campaign. So it may be possible to hold on to the Moor's head after all. Instead of the celebrated symbol of the right, Dubler could become with his Moor's heads a proud symbol of all those who welcome diversity and deal more deeply with the issue of racism. Who are committed to preserving the term for the Swiss AND for anti-racism. His own brand would not be watered down, but would be given new and contemporary connotations and profiles.