Confused ? Laco - Laco by Lacher - Lacher >>>>

[stuffler,mike]

Shortly after WUS opened the Official Forum questions came up what the different quality levels of watches are being released under the Laco, Laco by Lacher, or Lacher name.

And here is the answer I got form Laco:

G e r m a n:

Die Firma heißt Erich Lacher Uhrenfabrik. Intern existiert die
Unterteilung in "LACO by Lacher" und Lacher Werbeuhren + Privat Label.
"LACO by Lacher" ist hierbei die gehobene Qualität. Zumeist mechanische
Uhrwerke, auch mal mit Schweizer Quarzwerken. Edelstahl und Saphirglas ist
auch fast immer Pflicht. Diese Qualität findet auch im hochwertigen
Privat Label Bereich statt.
Leider sind in der Vergangenheit auch preiswerte Uhren im Bereich
Werbeuhren mit "LACO by Lacher" bedruckt worden. Sogar sehr preiswerte
Quarzuhren. Dieses Problem ist bekannt und muss in Zukunft abgestellt
werden, um nicht weiter für Verwirrung zu sorgen.
Werbeuhren sollen in Zukunft mit "Lacher Pforzheim" gekennzeichnet werden.

E n g l i s h

The manufacturer`s name of all those watches mentioned above is ERICH LACHER UHRENFABRIK. Under that "umbrella" there are subdisisions
- Laco by Lacher
and
- Lacher Werbeuhren + Privat Label (Werbeuhren = Lacher Merchandise Watches)
Laco by Lacher always represents high-grade quality, most of those are mechanical, some (to a lesser amount) are equipped with swiss quartz movements.

Laco try to fit all their watches with sapphire crystal, stainless steel cases are a must to. You will find the same quality range if we talk about high-quality private label watches.

Unfortunately there have been watches in the past which have been labeled/imprinted with "Laco by Lacher" - even very cheap quartz watches. Laco is aware of that problem and is going to to take corrective action. In the future merchandise watches will be labeled "Lacher Pforzheim".

I think we all got to know what Laco by Lacher quality wise means, if some (new) members do not know I'd like to draw their attention to our PilMil Forum to have a look on our "Laco Specials".

[JCJM]

Well...

I dont know about you guys but to say that this kind of name-games are confusing to the clients - paying customers - is an understatement. If a company wants to be more widely acknowledged and build a reputation of sorts it has to really, really, really streamline everything it says and how it portrays itself and be as systematic about it as possible.

Brands are not made - they are born. - Their fathers name is differentiation; their mothers name systematization. They live in a town called continuity.

Sure you can have sub-brands such as "Tudor" but not until you´ve become "Rolex". Not doing so is... well, in my opinion maybe not a wise way of using marketing money on a marketplace such as this.

Laco by Lacher? - who? Sorry to say this out-loud but for a typical customer "Lacher" means nothing. The only connotation I get from it is misspelled "milk" in Spanish (leche). In real world the only thing Laco is truly known for is the 1940´s B-Uhr´s. As surprising as it may seem not a single manufacturer has based it´s brand building yet around this strong corner stone. Not even IWC even though they have based their image more or less around the "pilot´s watch" theme. I understand that in times past it might not have been a good marketing decision to transfer differentiating value from something as the "B-Uhr" but this is 2009, not 1979, and B-Uhr has become one of the most legendary icons of wristwatch history. You may not like what I am about to say but fact is that without this connection as one of the original manufacturers of the B-Uhrs Laco is just another small player on the market place.

Sure you can begin to build a brand based on what ever you choose to like but why not use something that you are already known for? A company cannot change it´s past; it should use it to it´s advantage.

Bottom line is this. - Do not forget Lacher the person but do not try to build your brand around him. Instead use that strong asset you already have: B-Uhr. Which slogan echoes with more authority and differentiating brand power, "Laco by Lacher" or "Laco - the original makers of B-Uhr"? This especially if you are trying to gain customers from WIS. The general public may not know what a B-Uhr is but a picture of an old tool as the back ground of marketing material goes a long way and it differs noticeably from the usual "pretty boy" style of most contemporary watch makers.

You should really focus on this elsewhere too than just on the header of this webpage. *** Differentiation - Systematization - Continuity *** That´ll do it.


Just my 002

[wtrenkle]

Good lessons for building brand names, thanks. Rarely, names and surnames work well as a brand (Examples: HP, DELL, Ford, Siemens, Bosch, ..., you name it).
However, I regard "Laco by Lacher" being a good differentiator, and it shouldn't interfere with the former (good) perception of "Laco" ("B" watches). I associate quality, good design, robustness and other good attributes with this brand.
All the best
Wolfgang

[JCJM]

You are welcome.

How ever, I respectfully disagree what comes to "Lacher". It would be a good differentiator if it would create positive connotations in the minds of the clientele.

You associate it with quality, good design, robustness etc. That is understandable and acceptable. But, how about the paying customers?

I am afraid that most of them have no idea what you are talking about and hence I dont see a point in trying to transfer positive differentiating value from "Lacher" to Laco as there is not such value to begin with; this I firmly believe. But, it does not matter really what you or I think but it really does matter what the actual paying and potential customers think. To me "Lacher by Laco" sounds the equivalent of Laco by Lirpake or Laco by Lplish. Not very convincing I am afraid.

If the customers dont have a clue about what you are talking about you of course have the option of teaching them. Problem is customers are not easily motivated to learn new connotations if their minds are already set on something else.

Educating the customers in this time and age where there are a gazillion intervening and competing advertising messages around you all the time will be both extremely expensive, difficult and time consuming (you see daily about 5000 to 8000 ads depending on your living habitat, now tell me how many you remember seeing today???).

Assuming things and thinking that everybody else thinks the same way is a sure route to trouble. You have to ASK the customer what he feels is cool, do not assume.

I dont know whom you are targeting your products ti but if it is WISses in general and not the bigger buying public Lacher IMO is an unnecessary complication. But, as stated this is just an opinion from one man and as we all know we all have our opinions and tend to like ours better than others.

I wish you success what ever it is you choose to do.

[wtrenkle]

Well, that's fine. The brand is, indeed, a very important factor that does or does not lead to success in the market - fully agree with you.
Therefore I think such a discussion is good.

Btw, I AM A PAYING CUSTOMER and not on Laco's payroll

All the best
Wolfgang

[JCJM]

Good for you Wolfgang, I am a prospective client

[Janne]

Laco was founded by Mrs Frieda Lacher (and Ludwig Hummel) 1925.
Eric Lacher took over the business 1936. The B-uhren were developed/made under his ownership. (Lacher & Co). But the watches always had the name Laco or Laco by Lacher.
So it is a bit confusing.

I see a problem if Laco advertises under the "the original maker of the B-uhr".

It will bring up the fact that these watches were used to navigate during WW2 (think London Blitz, Coventry etc)
Maybe not a good idea. "Can of worms" etc etc

On a similar note- imaging Boeing advertising "Boeing- we delivered sucessfully to Nagasaki and Hiroshima and ended WW2 !"
Just not terribly PC!

Edit: Is this the only watch company that was founded by a woman? I think so!

And the Private Label/advertising watches - if I lived in Europe, I for sure know what I would use in the Marketing of my Clinic!!!
They do make some cool PL/Ad watches.

[stuffler,mike]

Don`t know who "you guys" are ? However, the WIS do know what Laco (shortcut for Lacher & Co) is about.

[JCJM]

Well Janne, I strongly disagree what comes to the usability of the B-Uhr in marketing.

Mike, a true Mil-Pil aficionado for sure knows the whole story, your average Joe nor average WIS (like me) does not.

Anyways, as I dont have anything more to say to this matter I will end by re-stating that it is not what the firm thinks is cool or not, it is what the customers think is cool what is important. So, you need to have a firm foundation in knowing who your customers are. - If you try to satisfy multiple audiences at the same time chances are you will fail.

:thanks

[Janne]

Strange, my answer of 5 hours ago is missing. If it has been removed by the Mods, sorry, remove it again.

JCJM. I am not sure which country you live in, but in UK many people over 60 years of age have a very strong negative feeling about Germany. I felt this many times while living in UK, as I have a German/Austrian heritage.
I even had some Veterans telling me that Berlin should have been treated like Nagasaki and Hiroshima. I am not kidding. A lot of the old boys still "live" in the war.

I think it is sometimes neccesary to tone down the company's history not to get a negative feedback.
We WIS get excited over an original B-uhr, or a clock from an U-boot. But trust me, there are still people out there that remember.
This applies of course to old people from both sides of the conflict. You do not want to discuss a watch worn by a crewmember from a B-17, or a Mustang, with my father.

For us "young ones", second generation post WW2, it is history. Not for the older ones.
Now I am being controversial, stepping in the deep water/fire:
How would todays US people feel if a company advertised "maker of the watch worn by the 11/9 pilots" ?
I know an act of terrorism and war are not the same, but the resulting bereavement is just as deep.
Do not shoot me for those thoughts. Please.
But it is not a good idea yet for Laco to publicly go the B-uhr route.

Too many born in UK up to the late 1930ies remember the German Bombers. The fear. The loss of property and civilian lives.