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Business For Good Brand Strategy Case Study: Lush

Business For Good Brand Strategy Case Study: Lush

by Melissa | Oct 15, 2020 | Brand Purpose & Values, Case Study, Ethical Marketing

Let me preface this by saying, this is an educational exercise and these are my opinions, it’s meant to be fun and a way to demonstrate what a brand is made up of that isn’t actually a logo. So, I’m not going to talk about logos or design in these...

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THE Gram is my Jam

"Good marketers see consumers as complete human be "Good marketers see consumers as complete human beings with all the dimensions real people have" ⠀⠀⠀⠀⠀⠀⠀⠀⠀ - Jonah Sachs (author of Winning The Story Wars) ⠀⠀⠀⠀⠀⠀⠀⠀⠀ Consumers = real people. Fancy that! ⠀⠀⠀⠀⠀⠀⠀⠀⠀ Consumer behaviour is a fascinating discipline. And one of my favourite parts of marketing since circa 2001 when I started my marketing degree. Uncovering those deliciously complex layers of the humans that make up your customers is what makes marketing so much fun! 🤓 ⠀⠀⠀⠀⠀⠀⠀⠀⠀ Jonah also said "Your brand is a story unfolding across all customer touch points". ⠀⠀⠀⠀⠀⠀⠀⠀⠀ When you know your customer as well as you know your best friend, you can empathise with them on a deeper level. You can help them make the decision to buy from you, by understanding what messages will resonate with them at the right time. ⠀⠀⠀⠀⠀⠀⠀⠀⠀ Need a little help defining your audience like your best friend? I've got a freebie for that. ⠀⠀⠀⠀⠀⠀⠀⠀⠀ Here's what you'll get: ⠀⠀⠀⠀⠀⠀⠀⠀⠀ 📝 1 x downloadable and editable PDF workbook (scroll for a sneaky mock up view of the workbook) ⠀⠀⠀⠀⠀⠀⠀⠀⠀ 📧 4 x emails to guide you through the workbook and provide some extra helpful tips along the way ⠀⠀⠀⠀⠀⠀⠀⠀⠀ 🚫 The option to unsubscribe and GTFO if that's all you need from me. No hard feelings. ⠀⠀⠀⠀⠀⠀⠀⠀⠀ 🔗 Find the link in my bio, or DM me with "REAL HUMAN" and I'll send you a link.
Your customers are human. You can't solve all thei Your customers are human. You can't solve all their problems, sure, and while sometimes it might feel like you have to, you can't and shouldn't. ⠀⠀⠀⠀⠀⠀⠀⠀⠀ ⠀⠀⠀⠀⠀⠀⠀⠀⠀ Aim to solve the problems you can solve well with gusto. Create the most amazing experience in doing so for each and every customer - even if they aren't 'right'. ⠀⠀⠀⠀⠀⠀⠀⠀⠀ ⠀⠀⠀⠀⠀⠀⠀⠀⠀ A positive experience is always memorable and will pay back eventually, even if the outcome isn't in your favour right now.
You may have heard about them before, or perhaps n You may have heard about them before, or perhaps not. Either way, archetypes tap into psychology and what makes us humans tick. And they're an excellent tool for brand building.⠀⠀⠀⠀⠀⠀⠀⠀⠀ ⠀⠀⠀⠀⠀⠀⠀⠀⠀ This is the stuff that I reallllly nerd out on. And those who've worked with me will attest to just how nerdy I get about archetypes 🤓⠀⠀⠀⠀⠀⠀⠀⠀⠀ ⠀⠀⠀⠀⠀⠀⠀⠀⠀ And why, pray tell do I get hung up on these?⠀⠀⠀⠀⠀⠀⠀⠀⠀ ⠀⠀⠀⠀⠀⠀⠀⠀⠀ Because instead of trying to create a brand personality by only looking at a list of traits, you anchor your brand personality on something that has historical connection and deeper meaning.⠀⠀⠀⠀⠀⠀⠀⠀⠀ ⠀⠀⠀⠀⠀⠀⠀⠀⠀ Instead of flying solo and staying along the surface, you're reaching the depths of human understanding and creating subconscious connections - now that's some pretty powerful stuff when you're trying to create a relationship with an audience, huh?⠀⠀⠀⠀⠀⠀⠀⠀⠀ ⠀⠀⠀⠀⠀⠀⠀⠀⠀ One of my most popular blogs is about exactly this and explains how they're a fab tool for brand building. It also includes some very pinnable profiles for each archetype. DM me for a link 🔗
Guess what happened over the weekend?⠀⠀⠀⠀⠀⠀⠀⠀⠀ ⠀⠀⠀⠀⠀⠀⠀⠀⠀ A Brand Is Not A Logo turned 3! 🎉 ⠀⠀⠀⠀⠀⠀⠀⠀⠀ ⠀⠀⠀⠀⠀⠀⠀⠀⠀ To celebrate here are 3 things I’m proud of: ⠀⠀⠀⠀⠀⠀⠀⠀⠀ ⠀⠀⠀⠀⠀⠀⠀⠀⠀ 🎉 Hustle-free zone: I haven’t worked myself to the bone, taking it at all at my own pace. Even before the arrival of my tiny overlord, I wasn’t hustling. I know that I’m happier and clearer of mind because of it #slowmoves ⠀⠀⠀⠀⠀⠀⠀⠀⠀ ⠀⠀⠀⠀⠀⠀⠀⠀⠀ 🎉 Continuous learning: the more I learn, the more I refine my own philosophy. I’m scrutinising *who* I’m learning from and listening to more and more - which helps cull the list to the cream of the crop only #noscrubs⠀⠀⠀⠀⠀⠀⠀⠀⠀ ⠀⠀⠀⠀⠀⠀⠀⠀⠀ 🎉 Purpose = Clarity: finding mine has given me such amazing clarity about what activities I need to undertake to grow my brand. Just like the brand & marketing strategists say. Funny that. #hatetosayitoldyouso⠀⠀⠀⠀⠀⠀⠀⠀⠀ ⠀⠀⠀⠀⠀⠀⠀⠀⠀ I’m also obviously super honoured to have worked with so many amazing clients in that time 🤩 💖⠀⠀⠀⠀⠀⠀⠀⠀⠀ ⠀⠀⠀⠀⠀⠀⠀⠀⠀ ⠀⠀⠀⠀⠀⠀⠀⠀⠀ Annnnd, using song titles as hashtags? #ijustcantgetenough

 

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I acknowledge the Australian Aboriginal and Torres Strait Islander peoples as the first inhabitants of the nation and the Yuggera people who are the Traditional Custodians of the lands where I live, learn and work.

I choose to donate monthly to Deadly Connections, an Aboriginal-led NFP which seeks to address the disproportionate representation of Indigenous people in the child protection and justice systems.

 

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This badge represents my pledge to the ethical move in service of a new marketing standard based on transparency, trust, and honesty. Please connect with me if you see me not honouring my pledge. I'm committed to unlearning and becoming a better marketer / human.

 

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