How Can We Make The Shetland Brand Stronger And Market Shetland More Effectively?
Much of the material on this website and the downloadable Marketing Toolkit is aimed at answering that question. In summary, though: • We need to remember that good marketing begins with knowing who our customers are, understanding their preferences and needs and producing things, or offering experiences, for which they will want to pay • We must appreciate what we have. The best of our products are world-class and our environment is very special; in this, we need to see ourselves as others see us • It’s important that we produce things with as little impact as possible on our environment and we must protect that environment as though our livelihood depended on it – because it does • We mustn’t be complacent about our products and services. Ultimately, it’s the consumer’s experience of them that determines what sort of reputation Shetland gains. So, we have to improve and innovate • Our produce needs to be aimed at discriminating consumers, which means we should sell through better-qua
