Posts by Elke Taussig

Got Passion? Feed Their Desire.

How brands are using social currency to turn their product from commodity into camaraderie.

You’ve got product. They want purpose.

You’ve got a commodity. They want camaraderie.

Turns out, what people want most today, is uncannily similar to what they’ve always wanted. Only for thousands of years, those needs used to be supplied by community, culture and organized religion. In today’s scattered and individualistic society, those moorings have been severed, leaving a profound, gaping hollow.

Savvy brands are stepping in to fill that void, building causes and cultures around themselves. The lines between firebrand and market brand are quickly blurring, with fans spontaneously forming cliques, clannish member-only clubs, and dare I say, cults even. As a consumer, your entrance ticket into this club is not a fraternity pledge, or a well-placed connection. It’s the mere purchase of a product that you can wear or hold or display to prove your status as a card carrying member.

And what does allegiance to this club bring you, you ask?

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Goldbaum’s: Progressive, Free-Spirited, Genuine, Accessible, and…Gluten Free.

Established in 2007, in a personal quest for great-tasting, wholesome, gluten-free food, Goldbaum’s Natural Foods has seen some amazing success in these few short years. With their line of wheat-free, dairy-free, gluten-free foods picked up nationally by Whole Foods, Shop Rite, Kings, Stop & Shop, Winn-Dixie, and Price Chopper among other national and local retailers, the company has quickly been outgrowing the elementary branding which had been put in place when it first tested the market’s waters.

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