- In recent years we have begun to see a new trend to emerge and develop in the market. This new trend is called the maker movement. The maker movement is a combination between traditional branding and model making. In traditional branding, a company would focus on two aspects. They would create a unique name and logo, and then raise awareness for that new brand through advertising and marketing campaigns through different channels. Model making on the other hand, has always been more of a hands-on type of branding. For instance, model making tends to be exclusive to designers who work strictly in the parameters of 3-D.
- Makers however combine these two aspects to create a new brand. For instance, makers will take resources such as 3-D printers and use them to create a product. While at the same time marketing that said product through the traditional channels of marketing. A lot of new privately owned businesses are starting to jump on the maker movement. This is because most consumers today prefer a more holistic approach to branding, which is exactly what the maker movement offers. This is in stark comparison to the big consumer packaged goods companies, such as General Mills, Kellogg’s, or other box name brands that manufacture a majority of their products in China. And these name brand giants have started to take notice.
In fact, brands such as General Mills or Kellog’s are starting to snap up the original maker movement companies such as Kashi and Annie’s Homegrown. Reason being, the name brand Giants are starting to realize that most consumers prefer organic and natural products. And because of this, they want to make sure that they too have a tap in this market. However, most makers aren't large enough to capture the attention of name brand giants, yet nonetheless are still successful in their niche.
- Because of the innovation of makers, and their desire to create and design, model making is now no longer exclusive to designers. Just like in model making, makers will go through a design process that will include modeling, prototyping, and testing. However, they also now add in the traditional tools of building a brand. Which essentially have blurred the lines between building a model and building a brand. And as we said earlier, makers also have access to things now such as 3-D printers, which makes the design process much more efficient and far easier to create a prototype.
The maker movement is making it possible for an average Joe to create a new brand and develop a new product to introduce into an ever-growing market. And they are able to do this in a more holistic way, which is far more appealing and attractive to consumers. In fact, most popular products that you see today tend to be more local and boutique types of products, which can often times be easily picked out by the products packaging supplies. Most of the time, makers will use recycled or environmentally friendly packaging supplies to help their products stand out from the “over processed” big name brand products. It's just one of the many ways makers differentiate themselves. Because of this differentiation, technology like 3-D printers, and the innovative techniques of makers, the maker movement has soared and will probably become the main way new brands will be built in the future.