s we talked about branding in class, we learned how a company’s brand image is not about its product or service but about how it makes people feel. Customer’s buy a product/service to feel a certain way: buying a Starbucks coffee is not only about the coffee itself but about the atmosphere at the shop, and most importantly how you will feel when you buy the coffee – proud of the image you are giving of yourself maybe or satisfied with the experience you are getting. So as I was reading about an interesting post on the Popsop branding blog online (http://popsop.com/47085), I came across a particular example of how a company sells its products by making people feel a certain way.

The post is about Electrolux and its newest vacuum: Vac from the Sea. It is basically a vacuum made with the plastic gathered from the ocean. The product has been a great success; over 200 million people have posted about it on social media website and environmental/lifestyle/design blogs. The product shows that Electrolux is a brand who cares about the environment and who is acting against the population of the oceans. What are the results? Millions of consumers are now attracted to their brand thinking: “If I buy this product, I will be helping the environment” and they feel good. They feel so good about themselves they won’t mind spending more on a vacuum, which is great not only for the environment (bringing awareness of ocean pollution) but also for Electrolux!

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So this is where we can see how an innovative idea that brings sustainability and technology together can bring great results to sales.  Other than a brand’s reputation, its design and its price, how else would consumer distinguish between vacuum cleaners? With this campaign, Electrolux brings to its reputation the one of not only being the best leading appliances company but of being sustainable: which is all it took to differentiate itself from the other appliances companies. In addition to that the design of the vacuums is simply amazing. They are colourful and fun, and 5 different designs have been created, each for the different oceans of the world by using the materials found in those regions.

(http://theinspirationroom.com/daily/2010/electrolux-vac-from-the-sea/)

But what if another appliances company would have created this campaign? Would consumer act as positively? Perhaps it is important for a brand to make sure it is known for its quality before being able to pull off this kind of campaign. This is what branding is all about.

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