“Guiltless luxury:” is a strange strap-line. It’s like “Don’t think of a pink elephant.” In other words, who was feeling guilty about their towels—-before you asked? Fur coats. Unfair trade coffee. Sweat shop shoes. Sure. Towels? Who knew?
Who cared? Do people search “organic towels”?
It’s also TWO messages: responsibly green AND ultimate luxury. The “cake and eat it too” team is a unique selling point too far. Point. Not points.
The site itself--layout, design, photos, ease of navigation—is terrific! Limited items make it easy and enjoyable.
Read AL Ries on branding. Or remember the old Patek Phillipe ad: choose once, but choose wisely.
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“Guiltless luxury:” is a strange strap-line. It’s like “Don’t think of a pink elephant.” In other words, who was feeling guilty about their towels—-before you asked? Fur coats. Unfair trade coffee. Sweat shop shoes. Sure. Towels? Who knew?
Who cared? Do people search “organic towels”?
It’s also TWO messages: responsibly green AND ultimate luxury. The “cake and eat it too” team is a unique selling point too far. Point. Not points.
The site itself-
-layout, design, photos, ease of navigation—is terrific! Limited items make it easy and enjoyable.Read AL Ries on branding. Or remember the old Patek Phillipe ad: choose once, but choose wisely.
February 1st, 2010 at 08:39 AM
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