If You Can Label It You Can Sell It

"If you can label it, you can sell it."

"The Alchemists tried turning lead into gold and failed.  The Marketing People succeeded by selling lead to the Alchemists.

The Quotations of Slim Fairview. (c) 2017

Remember the pet rock?  Adopt a Cabbage Patch Kid?  Here we go.

LABELS

When I was young, a label spoke to the quality of the merchandise. Dunhill tobacco pouch, Florsheim shoes.

Today, a label speaks to the price of the merchandise. Everything does come with a price.  But many times the price is more than dollars and cents.  Every label has a price.

If you carry a Birkin Bag, you'd better be a celebrity.  If not, you will be viewed with contempt for parading around with a $60,000 pocketbook.  On the other hand, if you wear Birkenstock Sandals, don’t you also pay a price; a price for marketing yourself?  You are marketing yourself, aren't you?  Really?  Aren't you?

Florsheim Shoes, Gucci Loafers, Birkenstock Sandals are all quality products. Different price ranges, but all quality products. And each sends a different message.  Who are you labeling your product for?

Label v. Logo.

You're logo is not the little picture you hired that graphics designer to create for you.  Your logo is, in fact, how your customer feels when buying, wearing, or using your product.  Your label is what your customer tells other people he paid for your product--not in dollars only.  To understand logos, read my article "YOUR LOGO".

There is, of course the cynical approach.  Two outstanding examples of that are:

P.T. Barnum:  “There’s a sucker born every minute.”

H.L. Mencken:  “Nobody ever went broke underestimating the taste of the American public.”
 

Now, we move onto serious marketing people.  For this we have the Four Marketeers.

• Redesign

• Reconfigure

• Relabel

• Repackage

These are the four cavaliers of successful marketing.

There is an old saying on Madison Avenue.  “Half of all advertising works.  But nobody knows which half.”

The issue, of course, is not advertising.  The issue is marketing. And, I've said this repeatedly.  Marketing:  “Find a need and fill it.”  

Don’t get T-Boned at the intersection of Marketing & Madison.  Marketing Trumps Advertising

Relabel

WHY THE BUY IN?  Is that the hard question?  No.

If you'd read my article "MARKETING 1959" you will already know that wearing leggings (snow pants) made you a target of derision and teasing.  I remember the "consumer pushback" as my Mom tried getting me into my leggings. 

Then, one day, my buddy had to wear them.  And someone began, "Ha, ha, you had to wear leggings."  But he was ready. 

"They're not leggings, they're ski pants".

 

Suddenly they became an icon of cool.  Okay, why the buy in?  Why did the other boys in the class suddenly buy into the premise?

Two reasons: 

In part, to be a part of it all if they had to wear them.

In part for protection from derision if they had to wear them. 

Call it relabeling, not rebranding.   You’re not switching from the discount store brand to the designer brand. The product was renamed.

  

For example:  My Dad wore a robe.  Noel Coward wore a dressing gown.

However, one of the most brilliant relabeling strategies was employed by Japanese Automakers. 

When US car manufacturers wanted to enhance revenue, they outsourced their work off-shore.  This was an effort to cut costs.  However, you don’t sell a lot of Oldsmobiles in a country where people earn $5. A day.

When Japanese auto makers wanted to enhance revenue, they opened plants in the US and hired American auto workers.  What happened? 

Japanese automakers began selling cars that were made in America by American workers. 

There will be more to come.

If you find anything here to be helpful, please don't hesitate to send me a really tricked out Mac Book and to tuck a few dollars into the envelope along with the thank you note. 

Sincerely,

Slim

Box 33
Pen Argyl, PA 18072

slimfairview@yahoo.com 

Copyright (c) 2013 Bob Asken

All Rights Reserved.