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IT’S WHAT’S INSIDE THAT COUNTS
When a company makes the secret ingredient which creates the difference between an average product and a good one, then they can work with the owner of the finished product to market both brands together. Look at many foods and cosmetics and you’ll find list of what the products don’t contain, marketed as a selling point. Instead of distracting people by saying what you don’t have, consider the things that you do have which might help your brand stand out.
The idea Like Pentium, there are a small number of companies who have built a well known brand by working in partnership with the endproduct brand owner. Spandex or elastane is an extremely stretchy, shiny yarn. Lycra is DuPont’s elastane brand name. Adding a percentage of elastane to another yarn, such as cotton, to make a jersey fabric, helps the fi nal garment to hold its shape and provides extra support for the wearer. In the UK, DuPont have made Lycra the generic name, by working with sports clothes and underwear manufacturers, and others who make stretchy things. They’ll add an extra label to tell you that you’re buying something that contains Lycra, and the percentage there is in the garment. So now we’ve been educated know what difference 2% or 5% or 10% makes to stretchiness and shine.
46 • 100 GREAT BRANDING IDEAS
100 Great Branding Ideas 14dec.indd 46
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