That is happening with Jessica Alba’s ‘start up’ (which already is marking huge revenue to the tune of $1.7 billion!) in the baby and personal products categories. She, with her own very powerful celebrity brand and now as a business woman, with her partners who are getting bombarded with lawsuits by people attacking ingredients and labels.
What John Gregory Olson and I marvel at in this episode is the fact that The Honest Company branded itself exactly that ‘honest.’
As a category change agent, The Honest Company was going to be targeted as the newcomer by the leaders in the category. The leaders in the category have critics standing in the wings to diminish the strength of the product by picking it apart ingredient by ingredient. Once that occurs, the FDA and other governmental organizations and attorneys get involved to attack.
How does a brand stand up to that? What is a brand, anyway?
The Heart of the Matter: Brand Promise
So, do you think your brand is living up to its brand promise?
When you listen, put yourself in the shoes of Jessica Alba. (LOL, I’d like to be in her shoes!!) She wanted to launch a company with integrity and shouted it from the rooftops so everyone would know she wanted to produce and deliver products with high value that are safe for consumers. Like Chipotle, the supply chain is more complex than ever before. Can The Honest Company survive the lawsuits plaguing it? Will Chipotle find a way to make its foodstuffs safe from listeria, bacteria, and other nasties?