Tuesday, July 05, 2005

Wholesome Branding and Multinationals

I like this article, Buying Responsibility -- A New Brand Strategy?, most especially this passage,

"Here’s the rub -- if you want to change what people consume on a grand scale, you have to penetrate mass markets. And you can’t do that if you’re a small specialist brand stuck in the organic or whole-food niche, even if that means you are on supermarket shelves. It is a familiar dilemma: stay pure and have a big impact on a small scale, or compromise and have a small impact on a grand scale."

It is worth the read, as large brands pay attention to the trends associated with small, "clean" brand loyalty. No one seems to know exectly what the big companies are up to, but I am sure we shall see.

No comments: