Paint & Coatings Manufacturer News


January 16, 2006

To help protect against advertising
and merchandising practices detrimental
to the Golden brand of paints,
Golden Artist Colors, Inc. has
launched a new initiative designed to
reduce commodification of its products
in the fine art paint category and
increase overall brand value.
The Sustainable Market Initiative
features an updated set of policies
designed to help broaden the inherent
appeal and profitability of the Golden
brand throughout the art supply
retail channel. Ultimately, the stability
and brand value derived from the
initiative will allow Golden Artist
Colors, Inc. to further fuel its passion
to invest in the creation of products,
educational programs and other support
platforms that contribute to the
vitality of the arts community, according
to the company.
Mark Golden, CEO of Golden
Artist Colors, Inc., said, “From the
manufacturer that makes the product
to the artist who buys it, we are all
linked within a community that must
be supported by its citizens if it is to
remain healthy, vital and sustainable.
As a manufacturer, we fully realize
we are but one part of this community,
but through the Sustainable
Market Initiative, we are doing our
part by creating tools to ensure a better
future for all of us.”
To activate the Sustainable Market
Initiative in the arts supply retail
channel, Golden Artists Colors will
institute several key measures,
including a minimum advertised
price policy, which will assure that
the advertising of the brand does not
represent Golden products as a loss
leader or lower-value product.