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October 15, 2008

Mass-Market Boutique

WorldofgoodeBay has just launched WorldofGood.com – "the world’s first online marketplace to convene thousands of People Positive and Eco Positive sellers and products all in one place, empowering you to shop in ways that align with your personal values."

The venture is a partnership with World of Good, Inc., an organization founded in 2004 with the goal of building bridges between "thousands of marginalized artisans around the world" and consumers looking for socially responsible products. In addition to the eBay partnership, World of Good has longstanding relationships with Whole Foods, Borders, and Wegmans.

Worldofgood2WorldofGood.com seems like a remarkably clever brand extension to us – it has a fresh interface, completely distinct from that of eBay, yet it leverages all of that organization’s buying power and technical know-how. All WorldofGood.com listings are also available on eBay.com, thus bringing many artisanal products onto the screens of eBay’s 84 million active users worldwide. WorldofGood.com includes a number of distinctive features, including Trustology – a series of seals from "Trust Providers" that are used to validate the environmental or social claims of the products – and Goodprint, a tool that lets users find products and suppliers that match their interests and values. Visit WorldofGood.com.


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Nice! just as long as they don't get greedy and start selling other not-so-good products. What I would advise "world of good" to do was to control the origin of their products - If they should they be caught buying products from obscure sources, they would be doomed.

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Brand extensions are all around us — clothing from the Sierra Club, furniture polish from Steinway and, yes, even the kitchen sink from Jacuzzi. TippingSprung, a New York-based brand-extension consultancy, publishes an annual survey on brand extensions with Brandweek. If you spot a noteworthy extension for the blog or survey, email us.



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