Time and perception are important for all companies

I chose to elaborate on a post from Josh Favel’s Comm 101 blog. He uses the example of Nalgene, a famous water-bottle company to explain the effect of consumer perception on the sales of even a well-established brand. I can relate this to my post on Steve Jobs and his quote “As we have tried to come up with a strategy and a vision for Apple. It started with what incredible benefits can we give to the customer, where can we take the customer…” Now, Nalgene has applied the same strategy, the brand would has identified the growing trend of health safety and environment preservation. Even though, Nalgene is a plastic bottle company, it markets the brand in way that consumers feel that their needs or benefits are being fulfilled. I think that the company is on the right path of brand positioning and marketing. To manipulate a consumer’s view of plastic as toxic, Nalgene prints a “BPA free” sticker on the bottles, making people think that it’s not toxic even though there are still other very unhealthy chemicals related to plastic. Also, Nalgene has smartly devoted a good part of their website to “responsibility”. Is it a clever technique?