88 COMPANY PSI Journal 3/2012 www.psi-network.de CONVICTION AND CREATIVITY Production, which, until this point, was still being carried out as a leisure activity at the kitchen table every evening, was now moved to another location – only a few kilometres away, however. “In Tina Taferner, mother of two girls, we found reliability and precision personified. Today, as the head of Production and Logistics, she is a mainstay of iClaw GmbH,” Thomas Stranig says in her praise and goes on to explain: “Multitasking goes without saying for everyone involved, since we are all still doing our regular jobs as before. The pleasure we find in GLAGG and the conviction that, with creativity, sincerity and hard work, we can be successful in business, continue to spur us on to reach maximum performance.” A TREND – BUT ALSO A PRACTICAL, EVERYDAY COMPANION By means of trial and error, a variety of distribution channels have been pursued. Publicizing an innovation that is comparable to nothing else turned out to be a challenge that could only be overcome with perseverance and a firm belief in the product. Highs and bitter setbacks often followed one another in quick succession. “We were applauded by those who had discovered GLAGG for themselves, while New in iClaw’s range: the “AntiRutschPaste”, an anti-slip paste. being thwarted by those who thought they could make a quick profit with it. We learnt from many mistakes and have grown with the product,” Thomas Stranig tells the story and explains: “The main difficulty in trade is that GLAGG cannot be categorized: Yes, it is a holder – but it is much more than that. It is a mobile phone decoration – in the broadest sense. It is a trend – but also a practical, everyday companion. So marketing is carried out primarily by means of recommendations and by positioning the product at, for example, Pro Idee, Erfinderladen and Camping Fritz Berger, where GLAGG has successfully filled a niche for years.” As the latest presentation platform with public appeal, they have now discovered for themselves the PSI Network and its trade fair. EXCEPTIONAL Of course, a smart little item like GLAGG also makes others want the same. Thomas Stranig says: “More than once, people have tried to copy our product, and every inventor knows how audaciously such producers get down to work. In the meantime, they have all run out of steam, however, because you cannot just skip aspects like product development, quality assurance and branding. With their cheap magnets and sticky pads, they could not keep what they had promised the customer. We admit that GLAGG is not cheap – but it is not meant to be. Our neodymium magnets are not ‘ready-made’ and not available commercially. The most prestigious specialists in the field of adhesives have developed carrier material and glue specifically to meet our requirements.” PREDESTINED FOR THE PROMOTIONAL PRODUCTS MARKET Originally, GLAGG was available in black, silver and gold; later the GLAGGstyle series was added, whereby various metal parts were applied to the neodymium magnets. “Cooperating with Hirsch Leder and with Swarovski has furthered the business enormously and strengthened the brand. With regard to quality, we have reached a level that cannot be beaten,” Thomas Stranig is sure. “As far as the style goes, there are no limits to the creative possibilities. We now offer over 50 different designs. With the new method of Lexan coating, we are able to carry out four-colour, high-quality printing and even produce small-scale series at short notice for a good price. This means GLAGG is predestined for the promotional products market. As a trendy, but also functional novelty, it is the ideal instrument for conveying a positive brand image. A ‘special little something’ for which everyone will find some use or other and which communicates values such as safety, strength, support, innovation, quality and a love of detail. And further, extraordinary products will follow,” the managing director promises with a conviction from which his passion for his “children” is evident. < CONTACT: iClaw Innovations- & Vertriebs GmbH Am Corso 2 A-9220 Velden Tel.: +43 4274 51658 info@glagg.com www.glagg.com

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