Blink:

Two excerpts from On’s, the Swiss performance shoe company’s mission statement:

• “We envision a future where everything we make is fossil-free and engineered for circularity. All while fostering equity and celebrating diversity.”

• “Our journey began in the Swiss Alps and it’s still our playground today.”

Total Brandwashing (a.k.a. BS)!

Read On:

Why am I singling out On for this post? Twofold:

1. I first posted about On back in January 2020 to make the point brand transparency is now top of mind for global consumerism. This week, when I drilled down on On’s website I discovered they posted brand transparency content, all the right buzz about innovating for people and the planet – fossil free materials, designed for circularity, and circular business models. They even are open about their business partnerships with shoe manufacturers in Vietnam who I doubt play in the Swiss Alps. An example being their long-time primary supplier Vinh Yen Shoes Company operated for generations by local families. What they failed to post was a recent news article from the Swiss advocacy group Public Eye detailed the low wages workers make even with overtime (note: not enough to support their families). On products are sold at premium prices, thus the company’s Swiss stakeholders have benefited from the high margins. Not exactly a circular business model for the Vietnamese stakeholders.
2. My 2020 post titled #RogerWakeUpNow addressed a social media movement challenging Roger Federer, tennis icon’s brand advocacy commitments. Candidly, I am disappointed I am posting for a second time Brand Federer not conducting extensive due diligence regarding the transparency/authenticity of the brand’s they endorse.

Smart marketers understand the value of creating/building brand credibility is key to attracting customers, nurturing long-term loyalty, and differentiating their products/services from competitors. Today’s advice to smart marketers: remember, the Internet did not exist when one of the all-time great marketers P.T. Barnum preached – “There is a sucker born every minute.” Think twice before Brandwashing!

Opinions Welcomed!