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Concept As Your Brand

There are plenty of products sold under the ‘environmentally friendly’ banner, but a German company have taken it one stage further by incorporating their entire concept in their brand.

Instead of a regular brand, the company (which produces bath and body products) work under the message, ‘Stop the water while using me’. So that’s what you see on the label of their organically produced and biodegradable packaged shampoos, soaps and toothpaste. The idea is to have an instantly recognisable and memorable brand, while getting over a core message.

Is this something you could apply to other products – having the concept as the brand. We think that it is. Just to give a very simple example, a range of exercise products under the brand ‘Burn The Fat’ or ‘Work Now, Play Later’ could certainly work. Definitely worth giving some thought to.

Mexican Fisherman

This is an old joke but i good one....

The American investment banker was at the pier of a small coastal Mexican village when a small boat with just one fisherman docked. Inside the small boat were several large yellow fin tuna. The American complimented the Mexican on the quality of his fish and asked how long it took to catch them.

The Mexican replied, "Only a little while."

The American then asked, "Why didn't you stay out longer and catch more fish?"

The Mexican said, "With this I have more than enough to support my family's needs."

The American then asked, "But what do you do with the rest of your time?"

The Mexican fisherman said, "I sleep late, fish a little, play with my children, take siesta with my wife, Maria, stroll into the village each evening where I sip wine and play guitar with my amigos, I have a full and busy life."

The American scoffed, "I am a Harvard MBA and could help you. You should spend more time fishing; and with the proceeds, buy a bigger boat: With the proceeds from the bigger boat you could buy several boats. Eventually you would have a fleet of fishing boats. Instead of selling your catch to a middleman you would sell directly to the processor; eventually opening your own cannery. You would control the product, processing and distribution. You would need to leave this small coastal fishing village and move to Mexico City, then Los Angeles and eventually New York where you will run your ever-expanding enterprise."

The Mexican fisherman asked, "But, how long will this all take?"

To which the American replied, "15 to 20 years."

"But what then?" asked the Mexican.

The American laughed and said that's the best part. "When the time is right you would announce an IPO and sell your company stock to the public and become very rich, you would make millions."

"Millions?...Then what?"

The American said, "Then you would retire. Move to a small coastal fishing village where you would sleep late, fish a little, play with your kids, take siesta with your wife, stroll to the village in the evenings where you could sip wine and play your guitar with your amigos."

African Aura Mining Tip

We’ve just received an update from our friends at about their recent African Aura Mining tip. It was a ‘speculative buy’ but is now a ‘buy’. Here’s why...

“While the Liberian assets of gold at New Liberty and Iron Ore at Putu dominate African Aura's portfolio, exploration activity in Cameroon appears to have uncovered a third pillar to the company's portfolio. Nkout, Noga and Akom Hills are the company's principal targets in Cameroon, each highly prospective for iron ore, located in a resource rich area and 100 per cent owned.”

“Nkout is the current focus of African Aura's Cameroon exploration with an airborne geophysical survey earlier this year backing up 55 grab samples taken a couple of years ago (up to 68 per cent iron and averaging 55 per cent). The site hosts an 8 kilometre long geophysical target with a further 12 kilometres of targets in close proximity. The company commenced a 10 hole, 4,200 metre drilling programme at the end of July with the intention of defining a resource for publication by the end of the year. Drilling will then continue within the existing budget with a further 3,800 metres as part of phase 2.”

“The 489 square kilometre Djoum and 997 square kilometre Akonolinga licences are located in the south of the country and, with a possible rail line set to run through the two licences to the Cameroon sea port of Lolabe, Nkout's positioning couldn't be better. The possible rail road is expected to come from several iron ore targets just over the border in Congo, with Sundance Resources' Mbalam deposit the most notable.”

“While early indications from Cameroon are encouraging, until a resource is defined we are unable to assign value. However, Cameroon does provide another string to African Aura's already impressive bow and, with the evidence suggesting that the new iron ore targets are assets rather than mere licences, we upgrade our recommendation, at 82p, from speculative buy to buy, whilst maintaining our target price at 202p.”