Campbell's’ Post

Brand Principle: If it ain’t broke, don’t fix it. Remember “New Coke?” In 1985, Coca-Cola introduced a new formula called New Coke, in an effort to compete with Pepsi. It discontinued its original Coke formula. The change led to a public outcry and backlash from loyal customers who preferred the original taste. Coca-Cola quickly reverted to the original formula, rebranding it as "Coca-Cola Classic." It’s one of the biggest missteps in marketing history. It was expensive. And embarrassing. And completely unnecessary. Dance with the one that brought you. Don’t chase the competition. Be yourself. Be different. Be consistent. If your brand is working, please don’t tinker with it. Because brands are mercurial things. And customers are fickle. If your brand needs to find or re-find its direction, I know a firm that can help. *** Learn more about our strategic brand consultancy: https://lnkd.in/eFdmfGe

What does brand purpose really mean in 2024? Our CMO Kathryn (Sheaffer) McKeon shared how Vital Farms embeds purpose into our business with Jeff Beer and Fast Company. "We don’t actually define it as ‘brand’ purpose. It’s our entire company’s purpose, and it has to show up in everything we do. Everything. And that’s really central to a meaningful purpose. At Vital Farms, our purpose is to improve the lives of people, animals, and the planet through food. We’ve had it from day one, we really make decisions accordingly, big and small, and it consistently means something in everything we do. That’s the secret to purpose. It has to be real. The fun part is building a brand on a foundation of a company with a true purpose." - Kathryn (Sheaffer) McKeon, Vital Farms CMO Check out how Kathryn and 20 of the world's top CMOs answer the question: https://lnkd.in/dKNUpT4W

Pride runs annually throughout June and brands continue to join in. However, it's not without its challenges for global brands. Scroll down on this link to read more... https://lnkd.in/e_iyB9s9 #Pride #Branddesign #Packagingdesign

🤔 Is brand pragmatism more effective than bravery? What does pragmatism have to do with Vinted?  👉🏻 Listen to Emma Sullivan’s presentation at Baltic Brand Forum and get some fresh ideas on how to be pragmatic and maybe also brave.

A brand is not just fluff. 🧚🏼 There are ways to put numbers to it. Usually this is summed up into what's called #brandequity, which is the total value of the brand itself. I've bundled a few ways in which you can measure the impact of working on your brand strategy. Can you take a guess at how much the Coca Cola brand was worth in 2023?

A brand is not just fluff. 🧚🏼 There are ways to put numbers to it. Usually this is summed up into what's called #brandequity, which is the total value of the brand itself. I've bundled a few ways in which you can measure the impact of working on your brand strategy. Can you take a guess at how much the Coca Cola brand was worth in 2023?

*** Brand is intangible! And that's why I always struggle to get clients to immediately understand the value of creating a brand. They are happy to create a logo and website but that is not a brand!!! *** A brand plays on your heart and how it makes you feel and the desire it creates. You don't buy a brand because it solves a problem, you buy a brand because you want it, to the point where logic goes out of the window. *** Take Coke Cola. Everyone knows it's not good for but it has been ingrained in the human psyche just as natural as drinking milk. When you look at the stock market valuation for Coca-Cola almost half its value comes from its brand!!!! That's why companies like Virgin, when they try and create a cola, they fail flat. The brand of Coca-Cola is so strong and it offers so much protection. *** Building a brand is a long-term game whose payoff is immense!!! Be more than just a business, be a brand!!!! #brandstrategy #brandcommunication #branddevelopment #brandadvice #branding #brand

Unilever's CEO, Hein Schumacher, notes the importance of balance – not every brand needs a purpose, but many can benefit. This article dives into Unilever's strategy amidst industry challenges, highlighting the value of authenticity and action. Gain insights from shifts in Tony’s Chocolonely and Cadbury as brands rethink their approaches. Discover the delicate balance between purpose-driven initiatives and financial expectations, shaping a meaningful brand identity. Here's a quick read for you: https://ow.ly/2sjb50QhEUm #Unilever #BrandPurpose #BusinessStrategy

New week = new Brand Fact! 🟧 Did you know that Magnum is a sub-brand of the world-famous Unilever? The ice cream brand has a strong own identity supported by Ola's well-known heart logo. ❤️ As a result, imitations often appear in the market, a textbook example of when and sub-brand becomes bigger than its parent brand. Follow Remarkable Europe for more branding updates. Enjoy the week! 🍀 #brandstrategy #brandcreation #brandprotection

very interesting article! 🐝 True BEE (Brand Equity Enhancement) through values across all touchpoints.