A great post from Adiliterate about cool and funky little brands (which they call Dynamic Micro Brands) like Method, Hendricks Gin, Riverford Organic Vegetables, Dorset Cereals, Good Energy and the like (none of them is operating in our places, but their reputation precedes them even as far as to here…).
Here are the highlights:
Dynamic micro brands are going places and they are often going there in dull or commodified markets where they offer real difference for the consumer and potentially high margins for the business
The four things that these dynamic micro brands have in spades:
1. Authenticity that gives the brand credibility
2. Product performance that is paramount and about which the business is fanatical
3. A position about something we care about
4. And a big generous brand idea that governs everything the brand does and makes its world a simpler place for the business and a more rewarding place for its customers
and may we add a fifth element:
5. They all look so good.
Method (home care and cleaners products) – “People against dirty”
Dorset Cereals – “Honest, Tasty and real”
We love those Dynamic Micro Brands, after all our beloved Innocent is a former dynamic micro brand too.