Protect Your Name

Brand humility is the only response to a fast-changing and competitive marketplace. The humble brand understands that it needs to re-earn attention, re-earn loyalty and reconnect with its audience as if every day is the first day. – Seth Godin

Seth understands marketing and any business/organization that doesn’t pay attention to what he says….is missing the boat.

In our family business we protected our name. We wanted customers and potential customer to think positively about the Baker Co. and us personally.

I watch Food Network (a long story!) and one of the stars is  “The Barefoot Contessa” or Ina Garten. The Barefoot Comtesse is also a brand (and name). The Barefoot brand has several products….their pricing is high-end.

The Question: Do the Barefoot products reflect their the image and quality?

In a test by Americas Test Kitchen one of the Barefoot products was tested and not recommended ….it was also 3 times the price of the highly recommended product.

The Bottom Line: If a business/organization puts its name on a product/service that product/service needs to be worthy of that name.

I suspect the tested Barefoot product is made by a outside source….does the Barefoot Contessa (Ina Garten) make sure the product is worthy of her name. 

http://www.cooksillustrated.com/tastetests/results.asp?docid=26629

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