
Once upon a time the branding of 6 eggs as ‘free-range‘ conjured images of chickens roaming as they pleased, no more over crowded, anxiety ridden, hen-pecked animals.
These days we know that reality could still be too many chickens clambering over each other, Let out for a mere hour or two each day. The phrase ‘free-range’ doesn’t strictly mean everything we hoped.
Fairtrade too. News filters through that it is nigh impossible to track each and every farm/business to maintain standards beyond the initial inspection. News filters that numerous farms and businesses fail to perpetuate our dream of a well paid, child-free, rights endowed labour force.
I expect the same goes for organic. A product label encourages consumers to relax and luxuriate in the divine comfort of the beautiful dream of a righteous and healthy world. Healthy – economically, environmentally and socially. I recently encountered a human resources company called ‘organic hr’. The labelling has connotations of fair, ethical, healthy approaches to their work. This may be spot on – but not strictly organic. (p.s. all the best to organic hr).
My recent dealings have witnessed the surge of local branding. Local retail, production, employment. Oh oh oh – the dream, I feel it. Don’t be surprised if I one day blog about the joys of my village shop, the charm of my local market town, the tastiness of the local watercress that my local green grocer sells.
A locally produced cheese may come from local farms, local cattle – but a branding is no guarantee the feed, equipment or employees are as local. Another instance – a local shop sells some locally fabricated products, but the shop may contain 70% of stock sourced from anywhere around the world (aka China). The shop is still branded glowingly by it’s and our aspirations.
Is it time for a branding equivalent to energy ratings? An honest survey that commerce, retail, production can not be clear cut. Or are we happy to sweep the details under the carpet? (It is after all sooo relaxing).
Many thanks to Creative Calderdale for organising a talk by Green and Blacks marketing whizz Mark Palmer.
Images from ‘Man with Castanets and Bones’ – Acrylic paint on canvas by Alice Mill