Marketing Over Production Focus

“Marketing, and especially advertising, would become a major power source for the Rembrandt Group. Rupert was ahead of his contemporaries in grasping the realities of post-war capitalism. Where they still concentrated mainly on production, he put a new emphasis on marketing.”

“Rupert pointed out the dominant position of UTC and the control this company could exert over wholesale and retail traders as well as publicity and advertising space. He came to the conclusion that the answer was advertising. More and more advertising at every level, by every means, was an essential expenditure and one of the cornerstones of success.9 This conviction stayed with him, culminating in the sophisticated advertising and marketing approach with which he would build an international reputation.”