I forwarded my Innocent post, together with all your comments to the people at Innocent, hoping tob get some sort of a rise, and here's what I got back...
Neil,
Thanks for your thoughts - we’ll take whatever feedback is going.
If you make it down to Fruitstock next year it would be great to hear your thoughts on it.
Thanks again,
Rich
What a disappointment. It is now clear to me that the people at Innocent are either (a) very nice people who mean every gushing word they print on thne side of their bottles or (b) someone has given them a masterclass in PR. From all I read in the brand manuals, this response is at the very core of modern branding... the message, be it from the packaging to the promotion to the customer relations must remain consistent. If this is indeed true, Innocent must be one of the most lovely, caring places to work in the world ever. Good on them I guess. I'm still more of a PJ Smooties man myself.
8 Comments:
Oh how frustrating if they really are just nice people - kinda makes you feel bad for ripping on them.
So back to Breadheadz, what you need to do is release your book in paperback with a ltd edition hardback that comes with a Kubrick Breadhead - there'll be 6 different versions so to get all of them you have to spend 80 squid. Maybe you could even come up with an Innocence character so there'll be 7 and they can create a ltd smoothie that is only available at your book launch.
Someone hire this guy to promote my book, sharpish.
Someone did seriously suggest to me that i should start a range of non-branded cosmetics if the book takes off. Does anyone have Alan Sugar's number?
what would you call your cosmetics range?
nothing i guess; it would just say 'toothpaste' or 'showergel' in black type on white background....minimal and utilitarian.
that wouldnt work as it'd become a trendy brand in itself a la MUJI. What you need to do is create a brand, i dunno lets call it 'BOORMAN'. You then advertise it to make it appear the least attractive thing you could ever buy. Sign up John Prescott as your spokesmodel. Shots of him sweatily brushing his teeth semi naked. You don't even want to think about the showergel ad.
anyway the result of this is the only people who would buy your product are those strong enough to cast off the shakles of other people's opinions. The ultimate anti-brand brand, It;s genius!
I'm liking your style here... almost like those Grot shops in reginald Perring...
the product range in full...
black toothpaste, with the stain removing power of glass
onion deodorant with active garlic essence
shampoo grease (tie-in with Castrol or Duckhams)
any more?
Organic cheddar cheese foot lotion and fair trade urinal eau de toilette.
ha! Neil Boorman branded non-branded cosmetics - genius.
I know everyone asks this but how extreme will you be going with the non branding - I mean just sitting here I've got my ipod, Sony Ericson phone, ibook, Golden virginia tobacco, Rizla - shit the list goes on.
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