Ingredient Brands need to address both performance and purpose
Kimberley Cherrington is the International Marketing Manager, Built-in at Microban International who doesn’t hesitate to claim that an Ingredient Brand can be a valuable Trustmark that reassures customers of specific quality or performance and gives them a reason to believe in a product. We decided to speak to her and find out why the topic of Ingredient Branding is so important for her, for Microban® and for all brands that want to stand out from the crowd.
Overseeing the activities in the past, Microban® used to have a special website dedicated only to Ingredient Branding. Lately you have been discussing it again on your Microban blog – how come you are recognizing the potential of this topic?
As global markets become more saturated with “me-too” products, it is important to be able to stand out from the crowd and offer a real point of differentiation for your customers. Antimicrobial technology isn’t yet a me-too product, but Microban® feels it is important to stay one step ahead of the curve and help our partners distinguish their antimicrobial-protected products with a trusted, reputable brand name that speaks to consumer audiences.
What is the feedback from your customers and people reading the Microban® blog on the topic of Ingredient Branding?
The feedback has been extremely positive. As markets mature, the cycle of new product development accelerates and consumer power increases, manufacturers are beginning to acknowledge the importance of partnering with an Ingredient Brand like Microban to offer distinctive products.
Consumers are more likely to consider Ingredient Brands, which are representing a business standard, a sustainable or ethical production. Due to that, we have predicted a shift from performance driven Ingredient Branding to Next generation Ingredient Branding - from performance to purpose. How do you see the future in this specific area, what are your predictions?
With greater emphasis being placed on sustainable product development, I would say it will become imperative for Ingredient Brands to address both performance and purpose. Products protected with Microban® are addressing both areas in equal measure. From a performance perspective, our technologies help products remain cleaner, fresher and more durable for longer, meaning they are less likely to be thrown away or become part of landfill. Microban’s ability to minimise bad odors, specifically in textiles, also means that items such as sportswear can be washed less often, helping to conserve water, electricity and other valuable resources. These performance benefits then translate into a purpose in the form of increased sustainability and reduced wastage, helping to address growing environmental concerns.
If Ingredient Brands fail to create value propositions that represent a business standard and do not address consumer concerns, then their credibility could rapidly decline.
For more information about the Microban® activities and their views on Ingredient Branding, make sure to visit their blog: https://www.microban.com/blog/ingredient-brand-benefits