Traditionally, creating a brand has been thought of in two dimensions; a unique name and a logo that is introduced to the consumer through advertising and marketing campaigns across traditional and online channels. In contrast, model making has always been a set of tools exclusive to designers and makers who think, work, and build in 3D. But the much-publicized “Maker Movement” has gotten its hands on the wheels of innovation, and brand owners and their design partners are seeing a new paradigm emerge.
In a recent article, AdWeek gave props to this popular trend saying, “The Maker Movement, as we know, is the umbrella term for independent inventors, designers and tinkerers. Makers tap into an American admiration for self-reliance and combine that with open-source, contemporary design, and powerful personal technology like 3-D printers. The creations, born in cluttered local workshops and garage offices, stir the imagination of consumers numbed by generic, mass-produced, made-in-China merchandise.”
For the big consumer packaged goods companies (CPGs), getting a new brand to market is a lengthy, arduous process. It’s been well documented that many large CPGs are chasing the millennial consumer who are opting for natural, organic, non-GMA, and artisanal (healthier) foods. Seen as an outgrowth of the Maker Movement, artisanal brands are being snapped up by large CPGs who need to compete in this forward-looking arena. So we’ve seen a move by big food companies to acquire “maker” brands. A few examples include Kellogg’s purchase of Kashi, General Mills’ acquisition of Annie’s Homegrown, and ConAgra’s move to bring Blake All Natural Foods under their corporate umbrella.
