Inspiratieruimte Ondernemers inzichten

Vijf producten met een goed verhaal

Overal worden verhalen verteld, want verhalen vertellen is een manier om grip te krijgen op een ingewikkelde wereld. Niet alleen tussen mensen, ook tussen producten en mensen. Storytelling is een heel sterk middel voor een goede positionering. Het geeft een gezicht, emotie of gevoel van herkenning aan een product. Hieronder volgen vijf verschillende producten met een goed verhaal.

Alfredo Gonzales
Wie zegt dat sokken saai zijn? Alfredo Gonzales is een lifestyle sokkenmerk met een geweldige storytelling. “Unknown to many, a legend to some.” Het bedrijf vertelt het verhaal van Alfredo:

“Inspired by things, things he just loves.

Sometimes the best stories have the most humble beginnings. What Alfredo Gonzales lacked in height, he made up for in determination, and facial hair. Tequila, BBQ’s, and home made cigars – his father gave Alfredo everything he had, which wasn’t much.

He won a hundred pesos and a donkey in a drinking contest which was enough to get him out of Zacatecas. He didn’t know where he was going, but when he plodded into New York he knew he was there. He swapped his sombrero for a baseball cap and his donkey for a skateboard and landed himself a job in a sock factory. He had no money for new socks so he customized socks from the factory with buttons he found on the busy New York streets.

Alfredo’s socks got a lot more attention than his skating. He skated his socks through New York and then Malibu, the hairy little Mexican who smoked like a chimney and drank like a fish. In search of new adventures he got on his skateboard and headed for Europe. Alfredo Gonzales, coming soon to a city near you.

Good life, Gonzales life.”

Alfredo Gonzales heeft een missie. Hij laat zien dat je dromen moet najagen, dat er hoop is en je het onmogelijke mogelijk kan maken. De oprichter van het sokkenmerk heeft ook als doel om volwassenen hun verbeeldingskracht terug te geven. In de vrolijke sokken is dit ook te zien. Dit product zorgt ervoor dat je je sokken niet langer meer wil verbergen. Alfredo Gonzales’ sokken wil je aan iedereen laten zien.

Soufiane Ahaddach
Soufiane Ahaddach is een Amsterdammer met twee grote passies: fashion en mensen helpen. Dit combineerde hij dit jaar tot een bijzonder kledingmerk met als doel om de wereld te verbeteren met de invloed van style. Soufiane was van jongs af aan degene aan wie mensen om fashion- of styleadvies vroegen. Daarnaast hielp hij als kind al mensen de minder bedeelden. Later merkte hij dat er geen enkel merk was die de twee dingen combineerde waar hij het meeste van hield. Toen begon hij het merk Soufiane Ahaddach. De huidige collectie bestaat uit oversized T-shirts met statements erop om de wereld te laten weten waar ze voor staan en ‘to help those in need’. Met de kleding willen ze mensen geliefd laten voelen, inspireren en motiveren om de beste versie van zichzelf te worden.

Op de website staat achter elk kledingstuk ook een eigen boodschap. Bijvoorbeeld zoals bij het onderstaande shirt: ‘Throughout life people will make you mad, disrespect you and treat you bad. Let God deal with things they do, ‘cause hate in your heart will consume you too.’



Tony Chocolonely
Tony Chocolonely wil de hele chocolade-industrie slaafvrij maken. Het bedrijf gaat door totdat iedereen zorgeloos, zonder nare bijsmaak, kan genieten van chocolade en de boeren in Afrika een eerlijke prijs krijgen voor hun cacao. Ze stellen misverstanden aan de kaak, doen onderzoek naar verbetering van de cacaoketen en proberen andere merken te overtuigen om ook over te stappen. Hun visie: ‘Crazy about chocolate, serious about people.’ Het sterke van dit merk is dat ze alles vanuit hun waarden doen, waardoor het hele concept perfect op elkaar aansluit.

Dan Tony, wie is dat eigenlijk? Tony komt van Teun van de Keuken. Teun voelde zich eenzaam in de strijd tegen de chocolade industrie. Hij bedacht de eerste officieel slaafvrije chocoladereep ter wereld en noemde hem dus Tony Chocolonely.

Bobby’s Dry Gin
Bobby’s Dry Gin is een zeer geliefd ginmerk. Naast de goede kwaliteit (nr. 1 uit de gintest van Kassa 2015) komt dat mede dankzij het authentieke verhaal erachter. Het ginmerk is namelijk vernoemd naar de opa, genaamd Bobby, van een van de oprichters. In 1950 kwam migreerde Bobby van Indonesië naar Nederland. Hij hield van de Nederlandse jenever, maar miste de smaak van thuis. Daarom voegde hij aan de jenever Indonesische specerijen en kruiden toe, waardoor hij als het ware zijn eigen gin maakte. Zijn kleinzoon, de oprichter van Bobby’s Gin dus, ontdekte bij zijn moeder een oude jeneverfles. Geïnspireerd door het verhaal, besloot hij in samenwerking met de Schiedamse distilleerderij Herman Jansen om een eigen gin te maken. Het mooie is dat de Indonesische en Nederlandse cultuur gecombineerd worden. Dat zie je bijvoorbeeld in het uiterlijk van de fles (moderne versie van een jeneverfles en het Indonesische ikat-patroon) en in de combinatie van de specerijen en kruiden.

Johnny Doodle
Johnny Doodle is tevens een chocolademerk, maar (nog) niet zo bekend als Tony Chocolonely. Het is een Rotterdams merk met bijzondere smaken, zoals Milk Amaretti, White Strawberry & Merengue en Dark Nougat Cardamom. Het bedrijf omschrijft Johnny als een Rotterdammer. Rechtdoorzee, ondernemer in hart en nieren, levensgenieter, laat zich geen onzin aansmeren. ‘Johnny is not a weird one. Johnny Doodle is a real one, Johnny is limited edition.’ Dat het merk echt Rotterdam is, kun je zien aan de stijl waarmee het gemaakt is: puur, ambachtelijk en met lef, net als Rotterdam. Naast dit leuke karakter houdt het merk zich ook met zeer serieuze zaken bezig. Ze willen met Johnny Doodle bewijzen dat keurmerken en eerlijke prijzen echt kan. Ze hebben een eigen cacao coöperatie in Ghana waar de cacaobonen van de repen vandaan komen. Daarnaast helpen ze de Ghanese cacaoboeren met materialen, medische voorzieningen en onderwijs en gaat er per reep tien cent naar de coöperatie.

Al deze producten zijn een succes geworden dankzij het verhaal wat erachter zit. De verhalen zijn heel puur en waargebeurd, dat maakt ze authentiek en oprecht. Het is opmerkelijk dat bij alle vijf een persoon centraal staat als storytelling. Consumenten kunnen zich daardoor beter inleven in het verhaal. Bovendien is een maatschappelijk probleem een succesvol onderwerp gebleken. Het geeft mensen een goed gevoel als ze een reep van Tony Chocolonely of een T-shirt van Soufiane Ahaddach, omdat ze iets terug doen voor de wereld. Consumenten kunnen door storytelling hun identiteit laten en waar ze voor staan. Het verhaal achter het product symboliseert die bepaalde status waar de consument naar op zoek is.

 

 

 

 

 

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