Branding in the craft industry
Craft and heritage carry the story of time. A collection of perspectives on how to preserve the soul of the craft while still connecting with today's buyers.
Articles in the section
- Craft
Crafts escape the fate of being sold like market goods.
Vietnamese handicraft products are not lacking in quality; they lack a branding system that helps buyers understand their value and be willing to pay the right price.
- Craft
Craft and higher prices than mass-produced items.
Why can handmade products with the same materials sell for more than mass-produced items? The answer lies in how the story of the craft and its makers is told.
- Craft
Craft heritage: an advantage or a burden?
Heritage does not sell itself. The principle of balancing traditional values with contemporary brand language for the Vietnamese craft industry.
- Craft
Craft villages entering larger markets: to preserve or to change
Artisans and craft villages looking to expand their markets often face a core question: preserve heritage or innovate to reach a broader audience. This article analyzes how to set boundaries correctly.
- Craft
The Khaisilk lesson: when a label kills the brand
The Khaisilk scandal of 2017 was not just about counterfeit goods. It was the most expensive lesson on how Vietnamese artisanal brands build value on an untrue foundation.
- Craft
Vietnamese handicrafts sold like market goods
Quality is not enough to justify pricing. The story of origin and packaging is what transforms handmade products into brands worth paying a premium for.