Brother Celebrates People's Labels

• by Aaron Baar , January 17, 2014

Sometimes, it’s okay to put a label on things, particularly if one needs to be organized. Brother International, which is celebrating the 25th anniversary of its P-touch labeling machine this year, is showcasing the stories, images and ideas from those who have found labels to be a good thing. 

“Throughout the years, Brother has built a large network of P-touch enthusiasts and users,” Linda Sanford, director of P-touch product marketing, tells Marketing Daily. “Our goal was to capture the innovative and creative uses of the product to showcase its versatility.”

Throughout the month of January, the company has been rolling out stories and information from these P-touch enthusiasts, such as a TV talk show stage manager, a kitchen, designer, a gym manager and a baseball collector to show how the label makers keep them organized. Company officials were particularly impressed with the vast array of businesses (from a maple syrup company to a beekeeper to a dance school instructor) that used the P-touch labelers to help stay organized, Sanford says. 

“We were genuinely surprised at many of the different uses that our enthusiasts have come up with,” she says. “The stories really came to life for us when the subjects started sending in their photos, and we could see how passionate about using P-touch.”

The subjects of the profiles were found through networking, word-of-mouth and social media. Among the subjects profiled is Barbara Reich, a New York-based professional organizer and author, who is also promoting the profiles through social media, print, online and TV appearances. Brother is promoting the profiles (which can be found on a special section of the company’s home page) through its own social media channels, Sanford says. 

Once the 25-day promotion concludes, the stories will remain on the site to “hopefully inspire future labeling projects,” Sanford says. “In addition, a PDF [will be] available to download for those that would like a copy of all the profiles and their inherent tips.”