The name The Solution Series really seemed to apply to these trees, but since the name is now trademarked we'll have to think of something equally as appropriate and descriptive. It would apply whether we were right along the Atlantic Ocean or Chesapeake Bay, along one of the many brackish rivers or creeks or had irrigation water that was contaminated due to saltwater intrusion. The brand could represent a cooperative effort among several growers if one grows only trees, another only flowering shrubs and another only perennials. Those plants could be pooled to enable the rewholesaler or landscaper or homeowner to purchase a whole branded landscape or garden. By branding plants we give them a clear-cut identity.
Additional identity can come from distinctive labels or containers.
In Monrovia's new joint effort with the National Audubon Society, branded red containers bear a label for each plant in the Audubon Habitat Collection. By creating a unique identity or personality for branded plants, people will be predisposed to select them over the same herb or bird-attracting plants that may sit right next to them. Though branding can equate to higher sales productivity for the branded plants, it also can equate to additional challenges. Consumers, at all levels, must be convinced that a branded plant is worth their loyalty, and they must be able to easily recognize it from the rest of the plants they see. Once convinced, however, they'll be back again, asking or looking specifically for the brand that gave them their money's worth.