Heritage branding is all the rage at moment, the marketing buzzwords are heritage, craft, hand made, authenticity but how many of the products behind these words are the real deal?
Today I saw an absolute cracker. It seems Dulux are getting envious of Farrow and Ball‘s increasing share of the luxury paint market (Dulux after all was first coined in the 1930’s from Dupont and Luxury) The solution? they have launched the Heritage Range with the marketing tagline “Dulux Heritage – Hand Picked by Experts” on the product card we are told the Heritage brand is a symbol of their “craft and dedication”. On the website we are told their paint is “trusted by craftsmen”
On the Dulux website they have an article that kindly explain the thinking behind their Heritage branding.
“At the design fair in Milan for example, many companies were showing their timelines alongside their future products. Why? Because their heritage lends them an authenticity and credibility that cannot be faked,”
Bear in mind that this paint is made by the industrial giant AkzoNobel, formerly ICI they may try hard to market on the heritage, craft, authenticity ticket but we all know it is made in places like this huge chemical plant.
Not surprisingly those are not the images used in the marketing instead we get this……
The good news is that the range includes “The 112 beautiful shades have been expertly curated by Dulux colourists. To help find the perfect shade, each colour area is arranged into pale, mid, and deep tones, plus a specially selected white that will coordinate effortlessly with the other tones in the same column.” I never knew that I needed a specially selected white.
I love to collect examples of this sort of marketing the good the bad and the ugly so please keep an eye out for them for me and share your favourites either in the comments below or by whizzing me an email.