Comments on: Is your strategy patently obvious, pathetic or parasitic?

By: Anaka Narayanan

Anaka Narayanan — Mon, 12 Jan 2009 11:34:35 +0000

Hi Kathleen, This is the first time I’m reading your blog. I love this post and how you say it like it is with a great argument as well. In India organizations often sell craft products with a highly moral overtone of “you should buy this because otherwise our heritage will be lost”, bubt very often the quality and the design of the product isn’t great. You are absolutely right in saying that the product should be sold on it’s own merit and the other facts (if indeed it is eco friendly) can be a marketing bonus.

By: Leah Barrett

Leah Barrett — Wed, 26 Nov 2008 19:49:36 +0000

After producing my line for 3 years I decided last season to add this paragraph to the last page of my brochure. The product was first and foremost, and occupied 25 of the 26 page brochure, but this message was also in there on the last page.
“We acknowlegde the contribution of our hand embroiderers and support their skills and ethical labour practices. Jabberdust adheres to good environmental principles producing only what is ordered, offering natural fibers, natural dyeing processes, and green packaging.”

2 reasons for doing this; it’s true these practices are part of my business model anyway, and I wanted to speak to the conscious consumer who may have questions about these issues when buying. Making the issues a key marketing strategy is parasitic, but stating them if they are part of your business practices is ok I think. And in these highly competitive times its best to rule out conditions for not buying if you can. Enjoyed the article, thanks! But I don’t want to be any of the 3 P’s.

By: Dawn

Dawn — Wed, 26 Nov 2008 17:16:36 +0000

This rang a bell with me in regards to a purchase I made from a “no sweat shop” company’s website. The products I received were low quality, and I never ordered from them again, especially since there were also higher quality options.

The best mix, I think, is a good message AND a good product. Why can’t we have both?

Thanks for the thought food – I love this, uh, blog?!?

By: sarah

sarah — Wed, 26 Nov 2008 15:46:41 +0000

Hi everyone!

Yes, I agree that this trend is increasing annoying and almost a “must do” in today’s social climate but more often then not, done poorly.

BUT, how to do it right? I feel like we are all part of the problem because like it or not at the end of the day, we are still selling consumption. THIS HAS BEEN DRIVING ME CRAZY!! Why? Personally, I think it’s a good thing that we are shrinking our tastes and budgets, however as an entrepreneur, it is a reality that I have to deal with in a different light. How to start and run a business selling non essentials?

Struggling with this in my head I randomly encountered a woman who had started many businesses and was willing to meet with me to discuss my direction. I will try to summarize;

- Look into your core values and why you started the brand or company

- Is there anyway that this core value system can be tied to your brand in a focused and clear way

- Don’t push it too hard, let it develop like any brand does and be open to change

- If there is no strong passion behind the brand/founder then it’s not worth trying to market it as something it is not; greenwashing, pink charity etc. You can, but it won’t get you anywhere and it can dilute your brand by confusing your message.

- If yes, and tied appropriately to the brand this creates a valuable and longer lasting definition in the consumers mind; “Brand associated with meaningful recognition” (or something like that!) Is a concept that I read about recently which is helping me fine tune my message

- Step back and look again at yourself, your brand and brainstorm about why you are here and what you are doing and … BE REAL.

I know that this is vague stuff and if anyone wants more specific advice let me know!

saludos,

Sarah

By: Tonya

Tonya — Wed, 26 Nov 2008 15:22:20 +0000

Good info for wannabe designpreneurs. We need to be reminded that all the crowdsourcing, web 2.0, 3P ideas will not help us if our product does not have intrinsic value to our customers. As fascinated as I am with marketing my line as the anti-congomerate brand, I want my products to be designed well and made well so that when these marketing trends go out, I can still have a business.