Category — Brand equity

Why “Watering Down” a Brand is a Fundamental No-No.

The postulate that “watering down” a brand has long-term affects is generally well understood by smart marketers everywhere. But recently, two brands have been caught up in literally and figuratively watering down their products and consequently, their brands. We’d suggest that the act of watering down a product, or even the suspicion of it, will have very serious and long-term impacts on the business.

MakersMark

The two brands are Maker’s Mark Kentucky Bourbon Whisky and Budweiser. Maker’s Mark announced that they were lowering the alcohol content of their premiere product from 94 proof to 86 proof because demand is exceeding capacity, and consumer testing had indicated that the difference was undetectable. While possibly statistically true, the idea that slowly diluting a product so that the perceived change in the taste profile is negligible could end up taking the teeth out of a product and without ever understanding why. This incremental product thinking almost always gets manufacturers in trouble. [Read more →]

March 1, 2013   Comments Off on Why “Watering Down” a Brand is a Fundamental No-No.

Twinkies is in the Emergency Room…will it live or die?

And if it does survive, will it ever be as strong as it was again? It’s difficult to know for sure but one thing is clear: the marketing leadership at Hostess Brands had failed to nurture a brand that is undeniably an American icon with a value far greater than it’s $68 million year-to-date revenue. After all, how many brands can invoke nostalgia like Twinkies has in recent days? How many brands have such an impact on society that they end up on the front page of the Wall Street Journal or a feature on every major news program? Not many when you consider the thousands of brands out there, and yet, the marketing leadership at Hostess Brands has done little over the past few decades to understand, let alone capitalize on the equity.

Hostess Twinkies

 

 

 

 

 

 

Twinkies was introduced in 1933 by The Continental Baking Company in Inianapolis to utilize the strawberry shortcake machines that stood idle when strawberries were not in season. They were originally filled with a banana flavored cream but switched to vanilla cream during WWII when bananas were rationed. It was so popular that they never switched back.

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November 20, 2012   Comments Off on Twinkies is in the Emergency Room…will it live or die?

Brands can be the Comfort Food for the Soul

For those living through the “Perfect Storm” of October 2012 that hit the East coast of the U.S., we all, collectively, had our senses heightened out of need. Many had no electricity, the coast had severe flooding, wind damage was everywhere and there were all manner of challenges in the days following the storm. What I found interesting is how some well-known “brands” comforted my soul as the winds howled and the storm raged on.

For example, we heated up Campbell’s Chicken Noodle and Tomato soup in the evenings over a propane stove. More than the warmth of the soup, the Campbell’s brand enveloped us with a smile and a comforting feeling that all would be OK. It was like a grandmother’s hug.

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November 12, 2012   Comments Off on Brands can be the Comfort Food for the Soul