On “Craft-y” Marketing Language

On “Craft-y” Marketing Language

Resurgence of the Artisan In any highly industrialized society, there is an ever present nostalgia for well crafted products. Though the possibilities of readily available food are endless, there is no substitution for the human touch. The notion that a worker skilled in his trade created something by hand for you stirs up a sense of quality and pride. This demand allows products seemingly more suited for farmers markets and street festivals to thrive on the shelves of mainstream grocery stores. So much that brands perceived to abide by that standard of production begin to carry increased value. But if a simple phrase can declare a loaf of bread or a block of cheese artisanal, how much authenticity does it really require? While “limited editions” and “small batches” imply exclusivity and finite supply, they are in truth results of trials and errors, with the best recipe being deemed fit to serve a larger consumer market. Though a limited edition is meant to be viewed as something that one ought to experience before it is gone forever, perhaps it is the case that it really shouldn’t be seen ever again. “We hand crafted this limited edition, small batch (fill in the blank) made custom just for you… and anyone else who wants one.” Despite these considerations, 48% of adults are swayed by the addition of phrases like “handcrafted”. But there is a clear disparity between age groups. According to a Harris Poll Study, adults are less likely to buy into the artisanal hype the older they are. Baby boomers (ages 50 to 68) and matures (ages 69 and over) don’t view small...
Interact Drops Some Knowledge at BevNet’s 2015 Winter Conference

Interact Drops Some Knowledge at BevNet’s 2015 Winter Conference

On December 6th our Creative Director Fred Hart was given the opportunity to speak at BevNet in Santa Monica to a room full of hungry (and thirsty) beverage entrepreneurs.  His topic, The Six Principles of Branding and Packaging, focused on helping entrepreneurs understand the fundamental truths that drive powerful brands and packaging design. Each of the Principles below encapsulates a great idea that Fred expands upon in his talk. 1) Know Yourself 2) Your Brand > Your Product 3) The Power of a Promise 4) Challenge the Category 5) People Don’t Read 6) The Power of Social Currency Check out the video below for the full talk!  ...