Yesterday I spotted a great ad by Electrolux in the newspaper - it was highlighting one of their vacuum cleaners. But instead of focusing on the vacuum cleaner message I spotted the Electrolux brand tagline 'Thinking of you'.
I had not seen that tagline before. Is it maybe new? But when I saw it I was so pleased to see that Electrolux has such a strong commitment to consumers. Based on news in the marketplace, hirings and their recent, successful launches I have already understood that something is happening at Electrolux. During the last few years they have moved from a technically driven appliances manufacturer to a consumer insight centric solution provider. Electrolux is deeply committed to consumer centric and insight driven innovation, and it was fantastic to see that this commitment has also translated to their brand communication. I think the total change to a consumer centric company will continue but whilst their at it and beyond I believe we will see great things from Electrolux. I'm not only looking to buy a sexy Ergorapido vacuum cleaner asap (how did they manage to make a vacuum cleaner sexy and desirable?) but will also look into buying some shares... 
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