Industry Voice: We are living in the age of sustainable consumer brands
Author: Aneta Wynimko
Back when most of us were still growing up, companies emphasised the functionality of their products. Detergents cleaned clothes so that they were "whiter than white" or toothpaste was endorsed by dentists. Companies were telling us their products did a good job. Today that's not enough. In the ultra-competitive world of business, consumers typically have a large range of options for any given product. All these products claim they can fulfil a consumers' needs. What companies needed was to differentiate themselves and that led to more distinct marketing with some memorable slogans. For example. Apple's 2015 "Start Something New" campaign featured artists creating original works using Apple technology and free drawing and photography workshops were run in its stores. The deeper message was that Apple was for consumers that could dream, create and innovate. You could visit its stores at meet like-minded people and anyone using Apple products was part of the tribe. Apple is the brand of choice for anyone that thinks of themselves as creative.