Category: branding
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when it comes to price, context is everything
The other day at the grocery store, I hesitated when spending almost a dollar on a packet of my favorite French vanilla cocoa mix. But while I was there, I couldn’t help thinking that at Starbucks, I don’t bat an eye at spending over $5 for my soy vanilla spice latte. In the grocery store,…
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what your price says about your brand
Last week I received an email from a reader that I’ll call L. L had gone through the worksheets in Pricing for Profit and in order to make the kind of profit she was hoping for, she realized she’d need to double her prices. In her words: “This brings my pieces to double what I’m…
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4 lessons from Missoni mania
A few weeks ago, the Missoni for Target line launched to great fanfare. In fact, fanfare is an understatement. Shoppers clamoring to buy the products on launch day crashed Target’s website! In this video, I look at four lessons that craft business owners can take from the Missoni launch. The four lessons I took from…
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what your customers aren’t telling you: the importance of observation and subconscious decision making
I rode my bike past a self-storage place the other day and noticed that it was recently landscaped. Flowers, trees, and a fresh coat of mulch lined the fence facing the road. My first thought was, why would anyone bother taking the time to landscape a self storage place? Then I realized it was analogous…
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what does the bare minimum communicate about your business?
Last week, I exhibited at the Buyer’s Market of American Craft with a group of students, faculty, and alumni from the university where I teach. One of the things we did was set up hard walls for out booth. Because we were all showing jewelry, hard walls certainly weren’t necessary. In fact, we were the…