Jones Soda. More proof that honesty really is the best policy.

Seth Godin links to a Fast Company article brought to his attention byTim Manners. It's about Jones Soda and their realization that people don't really need their products.

To which some might say, "No @#$%, Sherlock."

Of course, the reality is that many marketers — and the article points out an interesting distinction between marketers and brand builders — forget that fact. I love the bit in the article about making sure everyone in the company realizes that if Jones Soda disappeared tomorrow, the world would indeed press on. Do something like, say, find another sugary beverage to drink.

The result of this philosophy has been that Jones Soda connects with people in a way that Coke and Pepsi don't.

Something else for agencies to take from this article: this is yet another brand growing with very little traditional advertising. There's been some, but not much. Hmmm.

— Dean Gemmell