What are 4 of your favorite brands? Why? Apply 3 questions to all 4 brands
1.Whole Foods Market, because the company is committed to its core values and caring about communities and the environment.
Golden? Absolutely! This brand promises only the highest quality products other grocers cannot. It is important to eat healthy to have a long life. This is a unique company because it caters to employee’s happiness as well as to its vendors. Core Values: http://www.wholefoodsmarket.com/company/corevalues.php.
Substitution: mmm.. not really, Vitamin Cottage offers healthy foods and supplements but not the quality standards that Whole Foods prides itself on or the commitment to its vendors. So, I would say no, you cannot plug another’s name in its place. http://www.vitamincottage.com/about.php.
Star ? Whole Foods maintains a consistent message of quality and sustainability… for a price. Also, referred to as Whole Paycheck, but the products and the employees the company stands behind and supports which makes Whole Foods an experience every time they walk into a store.
2. Guess jeans because they are all about sexy, adventurous, trendsetting apparel and accessories. All-American looks with a uniquely European attention to detail.
http://shop.guess.com/About.aspx.
Golden ? Promises of all American looks and European attention to detail are something another company like Levi’s can’t claim. I try to not to be so materialistically based but many members of society really care about setting trends so it is important to them. I think the memorable and unique aspects come from the advertisements. Very stereotypical female and male models, if you where this brand you are in some way connected to those ads emotionally.
Substitution: This could be swapped out with a brand like Chanel or even Dior who also promises the latest fashions and styles of today.
Memorable: yes, but not for the right reasons. The marketing is not so tangible, and consumers may be attracted to the ads but not so much to the expensive products.
3. North Face Sustainability is not a goal, it's a journey, and at The North Face it is part of our brand heritage. Sustainability and conservation form the core of The North Face pledge to advance the well being of the planet, its citizens and those who enjoy exploring it.
Golden ? Promises well being of the planet and the people who explore it. The claim is more of the adventurer’s creed than a promise to do something about the planets sustainability. It is important, if you are climbing the Himalayan Mountains you want to be certain that you can depend on your gear. Believability is rough because it’s a vague definition of how they help sustain the planet, where as a company like Patagonia which prides themselves on quality of products using raw materials and innovative technologies.
http://www.patagonia.com/web/us/patagonia.go?slc=en_US&sct=US&assetid=2329.
Substitution: I think dedication to one brand or another is what makes North Face memorable and tangible. Either consumer’s have had bad experiences with equipment or products from one company and they convince themselves that one is better than another. It could be swapped out, their mission statements are awfully similar.
North Face not only has a strong commitment to the environment, but a holistic and systematic approach to sustainability. The memorable part for me as a consumer is the fact that they know that taking on the sustainability claim is a journey that is constantly improving. At least they’re honest.
4. Natures Gate: Our philosophy is derived from combining decades-old wisdom rich in botanical, herbal and floral treatments with modern ingredients and formulations.
Golden? Yes! Vaseline does not promise decades old wisdom rich products. Herbal and floral ingredients are way better for your skin than CAPRYLIC/CAPRIC TRIGLYCERIDE which is found in many of Vaseline’s skin care products which is a highly refined medium chain triglyceride which is good for shelf life but as a consumer I would like to read and understand every ingredient in something that goes on my skin and will be absorbed into my body, that’s important to me. Believable? Absolutely! http://www.naturesgate.com/products/ingredients.asp?alpha=A, is their ingredient list and everything in this glossary comes from plants.
http://www.vaseline.com/Template2.aspx?Path=Consumer/Glossary/Home.
Substitution: Definitely not. Aveda™, The Art and Science of Pure Flower and Plant Essences™ is the closest. Both companies were started around the same time but Natures Gate is the only company that promises the highest level of integrity and value in their products which makes them memorable http://www.natures-gate.com/about/philosophy.asp.
Star ? Memorable for the right reasons, yes. Even the brand name is short and sweet which walks hand in hand with their philosophy of providing products that reflect ongoing efforts to preserve the earth’s natural resources by being environmentally friendly and cruelty-free.
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