Even we are sweet – we are also a bit cool!
I took this picture of Amalie (and Karla) the other day – and actually it made me think about our little brand, and the way I have approached this project. In my “other” business I advice huge companies in their brand strategy and I help them with creative and strategic communications – but actually I never took my own medicine doing this project!
So I made a miniworkshop – all alone – and identified some of the dilemmas i’m in the middle of building this new brand:
1. We are behind schedule all the time
2. We have limited access to financial and human resources
3. The brand is unknown
4. our products are expensive
5. Several other brands do similar products
Well – after facing these dilemmas or issues – I made the classic exercise and tried to find solutions for each point, and without boring you with all the details I realized that we try to hard to make all people happy with the things we do – and this is NEVER very smart. So the next couple of weeks I will work on a new brand strategy, and try to figure out how to combine the fact that we want to make a difference for other people in the same time we actually make luxury products – these two main factors in our identity targets two different groups of people: 1. the ones caring for others and our environment (do not very often want to spend money on luxury goods) 2. the ones who can afford our products (but don’t find them “attractive” ) – I know this is a very hard generalization og the two groups – and I know lots more are in between – but it is an interesting thought when building a new brand platform… What do you think?