2008: Keepin' it Real

According to the Chinese horoscope, the year of 2008 will be a year of the Rat. Eeek-factor aside, rats are incredibly resourceful, enterprising and social creatures with a knack for leadership (anyone still on the boat?). But, we don’t have to look at the stars to see that the next year will be in survival mode. From the lifestyle marketing perspective, it will be all about saving the world while enjoying it:

Save the Bag, Save the World

It’s becoming evident that dissecting ingredients and counting carbon footprints while shopping is a daunting task even if you think that’s a small price to pay for a clear conscience. In today’s global economy and with every issue having at least two sides, it’s next to impossible to accurately measure the “greenness” of a product. The obvious solution seems to be consuming less.

Quality vs. Quantity

If an oh-so-hot reusable bag falls apart after two weeks, we are back right where we started. Consuming less also means having goods so well made that they can withstand years of use and abuse. A tangible quality, not the one associated with a brand’s perception, doesn’t come cheap. The old saying “I’m not rich enough to buy cheap” will have a comeback.

Track and Confirm

Gone are the days when it was enough to slap an “All Natural” label and start counting the money.
“Pesticide/Sweatshop/Conflict/Cruelty-free” as well as “Shop & Donate” claims will have to be supported either by certification or by self-regulated transparency. Neither is perfect but admitting imperfections and acknowledging limitations will be a part of the game as well. The fact that green comes in shades will be accepted as more realistic and, ultimately, more constructive approach.

Know Your Butcher

…and your farmer, clothing/furniture/soap maker…. After decades of being safely removed from the manufacturing processes, we are, again, starting to look at where and how sausages are made. Establishing direct relations between producers and consumers will continue as a trend. The Internet made it possible to connect with customers around the world, giving an opportunity to global micro-branding.

Destination: Planet Earth

Eco-tourism already turned into a rush to see the last remaining unspoiled spots in the world. Some would argue, an onslaught of tourists only adds to pollution; others think that visitors with money will motivate locals to take better care of the environment. Either way, nobody wants the blatant commercialization that comes with mass tourism. Places wanting to attract visitors in a controlled manner will benefit from micro-branding as well. With the Internet serving as a matchmaker between discerning travelers and equally discerning destinations, all the “Best Kept Secrets” of the world might have a chance of remaining that way.

Target Demographics: Imaginary Grandkids

It’s the legacy, stupid. The “Me” generations (counting the Baby Boomers who started it all) are beginning to wonder what kind of world are we leaving behind. Individual and community interests across the borders will be less opposed to one another. Staying close to family will go beyond a family phone plan or a visa card which, according to advertisers in 2007, were the only two things keeping us together. An active lifestyle will mean participation in all aspects of life. It’s not about saving, stopping or reversing time anymore, it’s about slowing it down.

Next: Synergy in the Google World

Novitet-Dunav: A Diamond in the Rough

A 136 year old nand-weaving artisan shop in Serbia gets a new look and a new direction.

The picturesque little town of Bezdan lies on the Danube river where Hungary, Croatia and Serbia meet. Population 5,200, it is surrounded by wetlands and broadleaf forests brimming with wildlife. Only 15 miles away from a regional center, the lovely baroque town of Sombor, Bezdan is in an area just waiting to be discovered by the Danube cruise liners.

The town hides a true gem: the last remaining hand-weaving shop of silk Damask in Europe. Fine table and bed linens in original patterns from the mid 19th century are still weaved here on the cherry wood Jacquard looms from the same era. The shop’s current name Novitet-Dunav is a remnant of the former socialist Yugoslavia but its origins date back to the Austro-Hungarian empire.

The history of the place reflects the familiar ethnic mix of the Pannonia region. Founded in 1871 by a Hungarian master weaver Janos Smit, it was a cutting edge facility at the time. Czech looms and the best raw materials imported from all over Europe ensured the quality of the products. Over the years, the shop specialized in silk and cotton Damask fabric.

Times have changed but the production remained the same. Intricate patterns are weaved using the same punch cards; the equipment is equally hard to operate and maintain as it was in the days of master Smit. Jacquard looms require highly skilled weavers who spend years learning their trade. Currently, 23 weavers working on 18 looms are able to produce only about a thousand square meters of fabric per month.

Despite new trends in home textiles, Novitet-Dunav managed to keep a loyal clientele. For many people in Serbia, including my own family, it was “the” place to buy table linens. Upscale hotels and restaurants frequently place custom orders; diplomats on a mission in Serbia bring home sets made specially for them. The former American ambassador Michael Polt visited the shop last spring and was impressed with what he saw.

Although declared a national treasure with foreign dignitaries as customers – granted, their job is to be polite - Novitet-Dunav is not taking full advantage of its potential. Serbia’s isolation in the past decade took a toll on their products. Financial difficulties and limited access to raw materials, forced them to use rayon silk and the same packaging since the 80’s. Privatization did not bring immediate relief as hoped. Serbia’s opening and plans to develop tourism in this extraordinary beautiful Danube region, required new business strategies.

The funds being limited for a struggling company, they made the first and obvious step towards integration with the world: the Internet. Novitet-Dunav website leaves a lot to be desired but they actually use it to communicate with prospects and answer emails regularly which is not always the case with Serbian companies.

Searching for manufacturers to engage in the Pannonia Linens projects, I got in touch with Snezana Trivunovic, in charge of marketing (and so many other things!) in Novitet-Dunav. Snezana’s enthusiasm and love for her work and Bezdan community became evident right away. Together, we embarked on a journey to update the existing products and introduce new ones with minimal initial expense.

After months of exchanging emails, photos and packages (amazingly without a one single phone call between us!) we now have the very first products ready for sale in the U.S. Parallel with developing Pannonia Linens, we outlined a general strategy for Novitet-Dunav to include new products and new markets like gift, wedding and travel. Having a new direction, the company received a grant from the Ministry of Tourism and is looking for other financing avenues as well.

Extreme Makeover: Product Edition (PDF)

Regional Branding: Rolling Hills and Unraveling Threads

Is There a Place for Newcomers in the U.S. Lifestyle Market?

Since the days of Abyssinian myrrh, provenance remains one of the most powerful branding tools. Home décor, travel, gourmet foods, spa, etc. rely heavily on our historical lust for beautiful objects and tasty treats from faraway places.

France and Italy are far ahead in both national and regional branding which today seems to be the preferred way of establishing provenance rather than a country. Known for so long to be a source of all things great, their reputation is now a huge asset in the U.S. market. But, popular demand and manufacturing shortcuts are inevitably hurting the authenticity of Western European brands.

American appetites for anything "Provençal", "Tuscan" or "Mediterranean" fueled a global cottage industry of faux-branding. There is probably an entire province somewhere in China producing nothing but hastily put together French and/or Italian inspired trinkets. Todays' New York Times’ article Made in China on the Sly talks about how even famous luxury brands are now, more or less deceptively, made there.

To be fair, other lesser known European regions like Eastern Europe, can only dream of such celebrity status and enormous fan base. The opportunities exist. Lifestyle gurus and trendsetters are always on the lookout for the next “it” region. Well-heeled clientele never in recession would still prefer highly priced luxuries to be the real luxuries. Even suburbia, all dolled up in shabby chic and smelling of lavender, is open for suggestions in spite of the bleak economical forecasts. Providing truly authentic, well-made artisan products in the sea of pretenders seems like a valid option.

Not everything is about fashion, boredom and exclusivity. Environmental, health and human rights issues are beginning to considerably influence consumers’ shopping habits. Buying high quality, chemical-free products made under humane conditions used to be the expression of one’s left-wing views. Today, it is common sense. Countries and regions eager to brand themselves cannot ignore this trend for reasons other than just market demands, particularly if they have aspirations to become tourist destinations.

Back to wine, hot tubs and fine linens. In developing markets, branding is often misinterpreted as pure advertising. The truth is, the best and the quickest way to become known as a maker of fine products is to actually make fine products.

Tuscany, Provence, meet Pannonia!
Case in study (PDF): Pannonia Linens, a step in the right direction.

Think Global, Click Local

When you have the whole world at the tip of your finger, where do you go?


The answer is: where they speak your language(s). For all its world-wide reputation, the web is still a local affair, even if local means a few hundred million speakers of a particular language.

The way we speak is closely intertwined with the way we think. In many cultures a non-verbal communication is often more important than the spoken words. Such differences in creating and processing of information inevitably result in different “Internets” as well (I guess, Al Gore was right about this, too).

Whether a website is going to take you on a meandering quest for knowledge and hidden treasures or briskly march you to the “designated area”, depends a lot on the group’s prevailing culture. Researchers found the perception of time influences web design from the site's architecture to its visual elements. Elaborate intros are preferred by the groups where time is less relevant and by those who believe that artistic expressions trump everything. Societies where time is considered a commodity with a price tag attached, favor speed and functionality.

So far, English seems to be the only language with a global crossover success. But, as a connective tissue it can only go so far. The business world which adopted English as its Esperanto often presents grammatically and even semantically correct yet poorly translated local values.

For those who wish to take full advantage of the web’s global reach, going beyond language is necessary. That doesn’t mean you have to lose your authenticity, just explain it better, even when your native language is in fact English.

Case in study (PDF): Sweezers – How a well-known Swiss precision instrument maker introduced a line of cosmetic tweezers to the U.S. market.

Does Wearing Too Many Hats Make You Look Like a Clown?

Lately, we are hearing a lot about multitasking. Apparently, even the simplest tasks performed simultaneously, overload and slow down our brain circuits to the point of crashing. Into the nearest obstacle, most likely; a fact known since the earliest days of humankind, only recently promoted as a scientific discovery.

Not to bash science any further, they also found out that diverse and complicated brain activities, performed consecutively, is the best way to prevent Alzheimer’s disease. Naturally, brainflex gadgets are popping up everywhere to be consumed as supplements for thought-deficient people.

But, let’s not confuse multitasking with diversity. What do we know about the perils and benefits of wearing too many hats in our professional lives? Our expert-based culture pushes us into very narrow specializations as if knowledge could be obtained only by drilling deep through a pinhole. Jacks-of-all-trades are often portrayed as superficial and flighty while labeling someone a Renaissance man or a woman is anything but a compliment today. An entrepreneur might get the recognition but not for long: continuing to fulfill many roles past the start-up phase is viewed at best as a lack of focus.

Yet, we are bombarded with messages that learning new skills is essential to our bread-winning abilities - as long as you stay close enough to your primary field of expertise. What a shame, if you ask me. After all, being resourceful and adaptable species won us the evolutionary prize. Our curiosity and willingness to tackle any task, to turn our lives upside-down if we need to, in any age and anywhere, is far more valuable in the long run than any resumé-building technique du jour.

Jobs and careers come and go, new technologies wipe out entire sectors and form new ones in a flash. Be proud of your headgear collection and don’t get spooked by eucalyptus-nibbling specialists. They are the endangered species, not you.

A Decade of Me, Inc.

10 years after Tom Peters’ article “The Brand Called You” introduced it, personal branding is reaching its heights on the Web 2.0.


It seems that the last decade somewhat contradicted George Orwell’s vision of hell. It’s not so much the loss of individuality but, rather, the overabundance of it that is now showing in its full glory. We’ve seen it all: the good, the bad and the ugly. Reality TV, MySpace, YouTube, blogging, a “personal touch” put to everything from underwear to bank accounts… Even the Times magazine declared that the person of the year for 2006 was: You.

So, how’s You doing now? Is the brand holding up? Branching out or downsizing? Has You lost touch with its customer base? Are they still buying You? Tough questions, especially if you - You? Oh, the hell with it! - if you still remember the days when you were just you. Oddly, at the same time we started assuming corporate identities, the corporations began more and more to portray themselves as individuals. That is, as one of our trusted friends on MySpace.

Not all is lost. Before personal branding there was self-empowerment, before that self-improvement, before that self-help, going all the way back to maxims and proverbs. A desire to better or at least distinguish ourselves is our innate human trait and, it’s here to stay. If we today use computers to express, expose, spill our guts, network and schmooze and if we call gathering places social media instead of piazza, so be it.

As for personal branding, it’s simple, your company, your rules. The best part of it, they can be amended anytime. Just ask Martha Stewart.

The Manifesto

Black and white is a fashion statement.
Absolute is an alcoholic beverage.
Not every obstacle is worth overcoming.
Retreat is an option. Tuning out is not.

We make lemonade with sugar. We say no to kool-aid.
We do not throw away worn out dreams. We pass them on.
We may arrive late and improperly dressed but, we show up.
We do not preach, scold or crusade. We participate.

Contact: AlexHughart[at]gmail[dot]com