When a company is committed to their values, they have two choices. Make a product and try and layer on marketing after the fact. Or, build marketing into the very essence of what they sell. ReWrap is a company who can see the forest from the trees.
Tremendous – Growing a Brand
A young Dutch firm, ReWrap is committed to conscious design. They believe in a sustainable future and are convinced that with their customers, they can truly change the world. Started in 2010, they want to make beautiful products according to the cradle to cradle design principle. The bags are sewn together in a small workshop (not a factory) that employees the disabled.
The exquisite reWrap Tree Bags are briefcases are made from trees. 100% biodegradable. They combine natural materials like coconut fibers, natural rubber and walnut wood. With a minimalist design, the bag is strong, waterproof and simply elegant. At $300, these bags are made for those who really live their values and want to be buy products that are both elegant and environmentally responsible.
ReWrap has done four important things in marketing their product:
- They don’t market their product. Customers and the media tell their story for them. They rely on the best form of marketing, social sharing from friend to friend.
- They understand that their product isn’t for everyone. They have a very targeted and limited audience for their wares, so they charge a premium price commensurate with its uniqueness. Price helps you know it isn’t for everyone.
- They are a category of one. No one else is in their space, doing what they do the way they do it. They are Uber, Netflix or Cirque du Soleil.
- They employ the disabled in a small workshop setting to sew the bags adding an additional element of sustainability and community to their marketing.
Growing a brand
If you are making products that are the same everyone else, then your story has to be the fuel to market your business. If you are truly making something different, that no one else can produce, then you are standing apart from all others building a community who wants to belong.
What type of marketing are you doing?
Need help planting a new marketing approach for a future product? Maybe I can help prune your ideas. Give me a call.
