Puma's Clever Little Bag

This one kind of speaks for itself.

It's a great example of a company doing some good, getting attention, and winning fans by doing so.



I don't think anyone is going to buy Puma's just for the bag.
But it gets attention for some very good reasons.

It makes Puma different; not just the packaging, but the way I view the brand.

Mad props to Fuseproject.
www.fuseproject.com

Turning Transparency Into Leadership*

Here’s a cool story in the NYTimes (4/17/09) about a company embracing total disclosure.

They make Elovena oats. Apparently part of the oat-making process involves water use. And these guys are much easier on the earth with their water consumption than their competitors. So, they decided to be the first ones to put an H2O label on their package. Part of a “total impact” statement. They’re volunteering to be measured by it.

For a low-loyalty product, they’re essentially inventing a new reason for preference. They’re using water they way their whole category should be, and by pointing that out, they win. They’re doing good, breaking parity, and showing thought-leadership in the category.


Any brand can do this. Operate the way the whole category ought to, and make a little noise about it. Bingo, you’re the leader.

See the NYTimes article, HERE.

(* AKA, the worst title of a blog post ever. I'll work on that.)