Both brothers and ALDI founders died recently, in between a couple of years. Up to that time one of the Aldi core messages was learned by everyone - and ever in an "unspoken" way:
"We, Aldi, don't spend money on advertising, making this way our offers cheaper to afford". Aldi only had one single communication tool, a cheap and unsexy flyer called "Aldi informiert". The funny thing is, this flyer had a cult status and it "had" to look cheap and functional...this way it was the proof that Aldi does not spend cash on adverts.
Now they start TV adverts, also in print magazines and newspapers. People are really confused about it.
On the other hand almost every other company cannot live without spending some money on adverts and it will not make the jobs of their employees safer to avoid it. Which is the right balance of investments, which is a really good selling campaign resp. the best positioning of a brand, thats the question.
