It’s what’s inside that counts 21

21

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 fi nished product to market both brands together.

Look at many foods and cosmetics and you’ll fi nd 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.

What is essentially a trade ingredient has upped its profi le and become a brand in its own right.

In practice • Look for synergy between your brand and your customers, and your suppliers too. • Is yours the secret ingredient? Work with your customers to unveil it. If you are using secret ingredients, ask your supplier to work together on a joint branding. • For ingredients that are currently used anonymously, create a brand identity for them. DuPont could happily have supplied clothing manufacturers with unbranded elastane for the last few decades and no-one would know to look out for it.