reveries - marketing insights and ideas
Amazonian Dreaming. A Brazillian cosmetics company hopes to succeed where Body Shop and Ben & Jerry's faltered, by marketing products with ingredients harvested by the Amazon's forest dwellers and farmers, reports Tony Smith in The New York Times (10/8/03). The company, called Natura, is paying three local cooperatives to raise a "sweet-scented grass" (no, not that one) called priprioca, which it plans to use to make a new perfume for "environmentally conscious consumers." Natura's management team believes their endeavor "can help preserve the Amazon's rich biodiversity and its intricate ecological balance while still earning a profit for their company."
Beyond Branding has certainly made an impression on me. I keep trying to gather examples of the principles espoused. Here the company 'Naturaekos' are there to satisfy customer need and of course make aprofit BUT they are also seeking to benefit the environment in Amazonia and the people who live there while perhaps benefiting the entire world. It almst sounds too good to be true. I suspect that is becuase it is. Not in the 'they are doing something wrong', rather than it can be that simple if you take that type of view and stance on the way to do business and develop your brand.
Lots of firms should take note.
Posted by Paul Goodison at October 14, 2003 10:22 PM | TrackBack