Strategy #5: Brand It ‘Naturally Made’

Van Mensvoort
July 26th 2009

The fifth category encapsulates the products that are ‘naturally made’. Arguably, here the natural claim is the most convincing. Think eco-tomatoes, bottled mineral water from a natural wellspring, organic shampoo and biological meat.

Contrary to regular products, which are typically produced at large scale industrial sites and packed with chemical conserving and coloring substances, bio-, eco- and organic products are marketed with the claim of being produced in a more natural way. In practice this typically means returning to more traditional smaller scale, less polluting and more sustainable production techniques.

Besides their unique selling point of being naturally produced, the products in this category often use some, if not all, of the biomimicmarketing techniques described earlier.

Organic products generally come in green brownish colored packages made of natural materials – like recycled paper bags –, often draped with images of the all-natural substances used in the product (category 1 & 2). Obviously the honest, authentic production process provides its buyers with a more healthy, honest e.g. a more natural feeling (category 3) and last but not least, the natural production process almost immediately implies being more friendly to nature (category 4).

Hence, it is no surprise that over the past twenty years naturally made products have gained a significant market share. What started with small farmers markets, operating on idealistic motives, has now become an industry including rules and regulations on when a product may call itself as bio, eco or organic.

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Vivek V Ram
Posted 19/12/2012 – 19:57

Im from Kerala (in India), here the company has done enough damage to the drinking water resource of the local people. It was big news a few years back but the controversy vanished! This organic coke will be delight for the urbans!

Should men be able to give birth to children?


Koert van Mensvoort: Is the artificial womb frankenstein-like symbol of (male) engineers trying to steal the magical womb from women? Or… is it a feminist project and needed to reach through equality between the sexes? I personally lean towards the latter. To me it feels like progress if a girl can tell a guy to carry the womb for a change.

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