JudyKatzelJudy Katzel, APR, is President of Burgess Advertising & Marketing in Portland, a full-service communications partner that has been providing award-winning, results-based campaigns for companies and organizations throughout Northern New England. Judy has over 25 years experience in providing thoughtful, strategic marketing and branding advice to clients, including 10 years of national account experience in the Washington, D.C., market before moving to Maine in 1995. Judy uses this blog to provide insights into branding, public relations and advertising that can improve your company's marketing efforts.
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Simple Ideas Create Huge Brand Loyalty
Oct 26, 2009 10:04 AM
Imagine a company that encourages you to give their product to Goodwill as part of their strategy to get you to buy it in the first place!
That’s exactly what Levi is doing via a “care tag for our planet” program, which will be on their jeans beginning in January 2010. (BRANDWEEK, October 22, 2009) My cynical side says: “You mean you have to put a tag on jeans to convince buyers they should give their old clothes to Goodwill? I thought that was just common sense, along with a strong desire for a charitable tax deduction!”
But, according to Goodwill, 24 billion pounds of clothes end up in landfills EVERY YEAR!
So . . . kudos to Levi for making what I mistakenly thought was common sense and turning it into a brand advantage! No doubt jeans buyers will think more kindly of Levi and its commitment to caring for the planet.
And, I’d liked to thank Levi for reminding all of us that simple ideas often have a huge impact. That’s smart branding!
That’s exactly what Levi is doing via a “care tag for our planet” program, which will be on their jeans beginning in January 2010. (BRANDWEEK, October 22, 2009) My cynical side says: “You mean you have to put a tag on jeans to convince buyers they should give their old clothes to Goodwill? I thought that was just common sense, along with a strong desire for a charitable tax deduction!”
But, according to Goodwill, 24 billion pounds of clothes end up in landfills EVERY YEAR!
So . . . kudos to Levi for making what I mistakenly thought was common sense and turning it into a brand advantage! No doubt jeans buyers will think more kindly of Levi and its commitment to caring for the planet.
And, I’d liked to thank Levi for reminding all of us that simple ideas often have a huge impact. That’s smart branding!
entry 2 of 30 < previous | next >
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