Why it works

1. Research:
Prior to launch, the company carried out extensive market research, including reconstructing the history of the telephone.

2. Clarity:
The brand’s tagline “Cleverly put together” says it all. From the crisp collateral materials to the products themselves – everything is refined.

3. Target marketing:
Punkt is marketed by word-of-mouth and sold in design stores such as London’s TwentyTwentyOne.

4. Long-term vision:
A business plan has been carefully put together with a new product launch scheduled each year until 2016.

Monocle 24

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