For almost a quarter of a century the middle of the market was a big topic. Mostly praised as being the position on the market which offers nothing but advantages for manufacturer, retail and the consumer. Maybe some even found their success, their cozy corner, in the center of the market.

For us, however, the center of the market was never a space to take a seat. The center wasn’t a square deal for us. Not a spot to show your profile. At a closer look, we determined, that the center was more of a romping place for the ineffectual, for wannabes, self-proclaimed wizards and pricing acrobats, than for professional market makers.

At the beginning of the 80’s, we published for the first time the Wasted Rectangle© with the alpha- and omega marketing areas, where luxury-, premium- and economy products and –brands for needs and wants were assigned living space. And there was the center, which we called the ‘lost center’. Lost, because we didn’t see a future for it. The swift development of the ‘knowledge society’, the cultivated and enlightened consumer would, in our judgment, not acquire a taste for the center.

We have never taken part in discussions about the pros and cons of the Wasted Rectangle©. We were convinced, that there simply isn’t and won’t be an alternative. And as far as the ‘center’ is concerned, we could confidently leave it the verdict about its future to the future.

We’ve been proven correct all the way. The picture of the market, the way we saw it, became accepted. Just like the term ‘enlightened consumer’. And that we have long ago mutated from the information society to the ‘knowledge society’ is no longer in question. This all has been made possible, because people have changed and accelerated markets through their behavior. Conventional marketing thinking has been left behind. We did not let the vacuum between practice and theory linger. We are not stuck on yesterday. And we have, as we keep pointing out, taken our hat off to experience. We have put knowledge above all.

End of 2003, we decided to take another step ahead and remove the ‘lost center’ from the Wasted Rectangle©. For us, it is dead. Even if a few still believe and even if occasionally someone can announce success from ‘the center’. For us, that is no more than the exception to the rule.

The Waisted Rectangle 2004© shows in the market field for economy products and –brands a new segment: the premium-economy-segment. This segment has a big future for all products and brands who distinguish themselves.

Premium-economy-products are top-quality products. Which are, thanks to a big demand manufactured with a great cost-performance-ratio. They also use customized, cost-effective logistics from production to the shelf or the show room, to get to the customer. With brands which live up to the expectations of the Seven-Elements-Definition (Heritage, History, Profile, Position, Image, Publicity and Protection).

In Synesis 2004 we are for the first time introducing the Waisted Rectangle® to the public. To you we want to announce it in advance. We hope that we will get a chance to talk about the Waisted Rectangle® in person. And what you also need to know: Premium-Economy products and –brands are what we are giving our best attention to in the future. They will generate growth in consumer goods markets.