Assignment 3

Individual Assignment #3

Why Moms Everywhere Trust Jessica Alba's Honest Company

You can find everything you need for bath, beauty, baby and home, with clean, green ingredients.

By CARLY MILNE APR 01, 2020 5:00 AM

When Jessica Alba found she couldn't find one brand to entrust with her everyday needs, and that offered self-care items that were effective without harsh chemicals, she decided to create a company to do exactly that. And to make her intention clear, she called it Honest.

Since its inception, Honest has grown from offering a variety of clean baby goods like diapers and wipes. Now the company has become a full-fledged wellness brand with safe and effective products across categories such as bath, body and personal care, beauty and home.

And its fanbase has grown from moms and moms-to-be into pretty much anyone and everyone who appreciates Honest's values, and their dedication to safety and transparency in everything they create. As if that's not enough, the company is also socially conscious, implementing initiatives and community partnerships that give people access to safe and effective options, especially when they need it most. They've donated over 20 million products to people in need since 2012.

So why do moms love Honest so much? It's simple: because they can trust that when they buy an Honest product, they (and the ones they love) will be protected against 2500 chemicals Honest has on their No List. Everything is rigorously tested, and what you see on the label is what you get.

************************************************************************* Milne, C. (2020, April 1). Why Moms Everywhere Trust Jessica Alba's Honest Company. eonline.

https://www.eonline.com/news/1136212/why-moms-everywhere-trust-jessica-alba-s-honest-

company

Assignment

1. The Honest Company wants to develop/strengthen its brand personality with the main goal

of creating brand resonance with consumers and wants your help. (Chapter 7)

a. Should the company use brand storytelling or anthropomorphism? Explain why

you are recommending the option you selected, and create an example how the

company could create this brand resonance using the option you are recommending

to show your understanding of these concepts.

2. The Honest Company believes its repeat customers develop strong, positive attitudes about

their products. The company wants to understand the process by which these customers

formed their attitudes. Which of the three hierarchies of effects do you believe most of the

repeat customers experienced in developing their attitudes about the company? Why?

(Chapter 8)

3. After reading your responses to the first two questions, the company wants to now

understand what goes through new customers’ minds and how they act when they are

thinking about buying the types of products that The Honest Company sells. (Chapter 9)

a. Create an example of a fictional new customer thinking about buying one of this

company’s products. Clearly identify and then properly apply each step in the

cognitive decision-making process in the example you create.