Water bottles. If I were a cursing woman (which I’m not) I would curse them. Mostly because I invest hard-earned money in them only to have my kids leave them on the baseball field or drop them, rendering them useless. I may have melted a few in the dishwasher as well. You may have guessed by now that I usually purchase cheap plastic ones. I’ve seen the shiny metal ones at Target; they beckon me to come buy them but I refuse. I know the eventuality.
Having said that, there seems to be a strong market for reusable metal water bottles. A stronger sense of environmental concern over plastic water bottles and the durability associated with the metal bottles seems to have created greater demand for these bottles.
It seems that Liberty Bottleworks is a strong competitor in this sub-niche category. Perusing its website, Liberty has a pretty well-defined brand personality. It takes seriously its environmental stewardship, it boasts its American workforce, it claims to give back to numerous likeminded organizations and it employs an array of artists to create the artwork for the bottles. Keller (2013) says that one of the biggest problems is that many brands don’t identify who they are (p. 80). This lack of salience prevents consumers from moving up the brand resonance pyramid. This is not Liberty’s problem!
The real question is- how is Liberty reaching its niche market and how is it convincing them to pay $23 plus taxes and shipping for a water bottle? Their water bottles are artsy and it feels good to buy from an American company that runs a green factory, but how are they finding people to pay that kind of money for its water bottles?
Does this post make me look like a cheapskate?
Keller, K. L. (2013). Strategic brand management: Building, measuring, and managing brand equity. (4th ed.) Upper Saddle River, NJ: Pearson/Prentice Hall.