{"id":1628,"date":"2026-09-23T09:00:00","date_gmt":"2026-09-23T09:00:00","guid":{"rendered":"https:\/\/thomas-daamen.de\/60-dollar-oder-399-zwei-marken-die-ihre-kunden-verstanden-haben\/"},"modified":"2026-10-14T14:24:29","modified_gmt":"2026-10-14T14:24:29","slug":"60-dollar-oder-399-zwei-marken-die-ihre-kunden-verstanden-haben","status":"publish","type":"post","link":"https:\/\/thomas-daamen.de\/en\/60-dollar-oder-399-zwei-marken-die-ihre-kunden-verstanden-haben\/","title":{"rendered":"$60 or $3.99? Two brands that understood their customers"},"content":{"rendered":"

23.09.2026<\/p>\n

Anyone who charges 60 dollars for a loaf of bread in New York is not selling a staple but a production. With \u201cRye,\u201d the Auer baking family from Graz brings Austrian bread culture<\/a> complete with all the insignia of its origin and craft to Soho \u2013 right down to the two-ton oven from Germany. The calculation works: people line up outside, and the story has long been a topic of conversation back in the old home country, too.<\/p>\n

Then Lidl picks up on the talk of the town: an advertising truck rolls through Manhattan with \u201c$60 for bread? Way cheaper: $3.99\u201d<\/a>, the bakery\u2019s name pixelated out \u2013 yet in New York everyone knows who is meant. Not a word about quality, no attack on the craft.<\/p>\n

What connects both brands is, for marketing expert and keynote speaker Thomas Daamen, whose talk on brand leadership and brand strategy of Love Brands, \u201cTogether \u2013 From Zero to Love Brand,\u201d begins<\/a> exactly here, the foundation of all brand leadership: both have understood their customers. Rye knows that and why New Yorkers pay for provenance and craftsmanship. And Lidl knows what its customers think when they read \u201c60 dollars for a loaf of bread\u201d \u2013 and says it out loud. \u201cLidl\u2019s truck is not a price comparison but the voice of its own customers,\u201d says Daamen. Both the speed and the accuracy are remarkable, he says: recognizing someone else\u2019s moment and using it playfully without turning it into a declaration of war.<\/p>\n

Studies show again and again how big a lever customer understanding is: the vast majority of customers expect companies to understand their individual needs \u2013 and yet more than half feel treated like a number by most companies. It is precisely in this gap that Love Brands emerge. Those who take customers seriously not as numbers but as people with their own thoughts win more than a purchase \u2013 they win belonging. Daamen helped shape this at Aperol: the success lay not in the drink itself but in a precise understanding of the aperitivo moment in which people come together.<\/p>\n

\u201cWhether a loaf for 60 dollars or for 3.99 \u2013 good advertising does not say what the brand thinks but what the customer thinks,\u201d Daamen sums it up.<\/p>\n

Photo credit: Rye by Tim and Martin Auer, New York
This article also appeared on openPR<\/a> .<\/p>\n

Back<\/a><\/p>\n

\n

About Thomas Daamen<\/p>\n

Thomas Daamen is a keynote speaker from Munich and a Marketing Director with more than 20 years of experience in marketing and sales, including several years in a leading role for Aperol. He speaks at annual kickoffs, sales conferences, leadership events and customer events about how to understand customers, decide boldly and win teams over for a brand \u2013 told through Love Brands.<\/p>\n

Send inquiry<\/a><\/p>\n<\/div>\n

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$60 for a loaf of bread \u2013 and New York lines up. Then a Lidl truck rolls up. In Soho, a bakery from Graz stages Austrian bread culture with everything that goes with it: craftsmanship as a stage, origin as a promise, right down to the two-ton oven from Germany. The discounter\u2019s answer comes with a single question and a price: $3.99. An attack? A friendly joke? Rather a lesson in what brands need to know about their customers!<\/p>","protected":false},"author":1,"featured_media":1777,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"footnotes":""},"categories":[32],"tags":[],"class_list":["post-1628","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-love-brand-insights"],"yoast_head":"\n60 Dollar oder 3,99? 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