Friday, September 30, 2011

GLASSY BABY...A Good Brand with a Shot at GREATNESS!

I Love this brand story!  I came across GlassyBaby a few months back and was quickly captured by themagic of the brand.  Intrigued, I began to research the company, brand and story and quickly fell in love with authenticity of the brand story.  I was very impressed with the authenticity of the brand story and how Lee Rhodes (a cancer survivor) integrated the "human-ness" and "love" starting with glassblowing artists handcrafting each GlassyBaby - an original work of art (no two alike  just like people).  The warmth of the web site (candles on wood tables, comfy couches, etc.) and simplicity of the product line really sets up a great background to "tell the brand story" which is what people are buying for $44.00.

The key is making it easy for fans (customers) to connect to the story and as well tell others.  That starts with staff training on the brand story so they can tell in a believable way, strong cues in the retail store (ideally you would see the artists making the GlassyBaby in the store), a highly effective public relations strategy to tell the story and a powerful social media plan to help connect and expand the fan base.
GlassyBaby has the one thing most brands die for...a real story that touches the human spirit - unless all the touch points are aligned to reinforce the story, people will look at the product as a commodity and say "who's going to pay $44.00 for a candle holder?" - missing the REAL VALUE of the Glassybaby brand.  I could go on but I think you get the point!

I believe Glassybaby has what it takes to succeed.  With a few tweaks to their plan and a strong focus what MAKES IT MATTER this could be huge...GOOD LUCK!

Recent Article of GlassBaby's Challenge:

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