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SUPPORT YOUR CAUSE
There are people who think that organic farming, fair trade for developing countries, banning animal testing, reducing landfi ll and lowering carbon emissions are passing fads which can be incorporated into their marketing strategy until it’s more fashionable to support a new cause. For others it’s their life’s work.
The idea There are organisations, foundations and associations whose role is to encourage customers to buy ethical products, from Fair Trade chocolate to vegan cosmetics, organic cotton clothes to unpackaged vegetables. They are funded by their partner organisations, who pay for the following: to have their products scrutinised, for advice on how to get them up to standard, and for the right to put the certification mark on their own packaging. The idea is that the mark will help to distinguish a brand from the others who aren’t certified, and that this will encourage customers to buy it. Even if people don’t normally seek out organic or fairly traded goods, when there is a choice, they prefer to have the good feeling that they are helping out in a small way when they buy the certified product. No-one would buy Divine chocolate just because it’s got Fairtrade certification, and 45% of the company is owned by their cocoa producer, Kuapa Kokoo. It just happens to be one of the tastiest
100 GREAT BRANDING IDEAS • 209
100 Great Branding Ideas 14dec.indd 209
12/14/11 11:14 AM
