Core principles to "Emotionalize the Brand of Wool"

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Against this background, a 'relaunch of wool' is needed focusing on the 'emotionalization of wool' and resulting in a 'product branding' To emotionalize wool, a superior marketing strategy must be initiated.


The core principle of the marketing strategy must be:

-a communication offensive
-a close cooperation between the different communities of interest
Core contents of the marketing strategy are the definition of the:
-brand core and thus the personality of wool: high class, high social standing, trendy, fashionable, charismatic, unique, stylish, sophisticated, natural, easy-care.
target people:
-B-to-B: Focus on successful companies in this area and invite them to IWTO to exchange ideas and opinions
-B-to-C: Focus on users of luxury goods
-communication contents
-communication media
The full study results are available through IWTO Head Office.

SOURCE: IWTO
Emotionalize Wool