Bonobos’ Post

The longstanding appeal of iconic brands in a rapidly changing world! 🌎 🚀   Technology and trends transform rapidly these days, so it's interesting to see what stays the same in our lives. Coca-Cola and Snickers are two examples that come to mind. With all the new drinks and snacks that have come out over the years, these brands have managed to keep their iconic status and widespread popularity.   Why does this happen? The key is that they have an in-depth understanding of how people act as customers. To connect with their target audiences, both Coca-Cola and Snickers have mastered the art of developing products and experiences that resonate with people emotionally. It took a lot of work to make sure that their marketing strategies kept up with modern trends while keeping true to their brand identities.   Their timeless appeal and ability to create exciting experiences highlight the immense power of brand loyalty. Even as the world evolves, people's fundamental wants and desires often remain unchanged. These brands demonstrate that by truly understanding and catering to these enduring behaviors, long-lasting success can be achieved.   These well-known brands remind us to consider what consumers actually value in this demanding environment. As we develop and innovate, let us keep in mind the need of consistency, the need of fully understanding consumer behavior, and the need of knowing our audience very deeply. #Marketing #BrandLoyalty #ConsumerBehavior

First, collabs: they are hit & miss -- brands that don't belong together are crashed together because (as marketing people shout) that's 'unexpected' (of course it is, because they don't belong - don't turn an absurdity into a virtue). And then brands that are or can be indeed inter-relevant, and the combination is just a thing of beauty (my favored: Nike & Tiffany (but not Gucci & Tiffany) Second, the marketing idea per se: really cool, and it does create a buzz - even though I can't see the product combo logic really. Third, the reality: it's gimmicky, and I'd be surprised if both parties think that it'll last any longer than the sheer short time of the promotion. I'm sure the soda tastes terrible, and I'm sure the cookie will be as terrible. Consumers can be (temporarily) impressed, but they are not stupid. Y'know what would be cool? Coke and Tiffany ('open Happiness' applies equally to a contour bottle and to a blue box), or Oreo and Intel (in both, the greatness is 'inside'), or Oreo and Shaquille (both are based on dunkin).

The recent brand partnerships, such as the Deadpool-Wolverine crossover and collaborations between Heinz and Heineken, illustrate a dynamic shift in marketing strategies. These high-profile alliances not only boost brand visibility but also create compelling narratives that captivate audiences. By blending popular culture with established brands, these campaigns set a new standard for engaging and impactful marketing, showcasing the power of strategic collaborations in enhancing brand appeal and driving consumer engagement. #BrandPartnerships #MarketingCampaigns #Deadpool #Wolverine #Heinz #Heineken #StrategicAlliances #MarketingInnovation #CrossBranding #ConsumerEngagement #BrandVisibility #MarketingTrends #CreativeCampaigns #BrandNarratives #EngagingMarketing https://lnkd.in/eQ88S24A

Brand Collaboration Alert: Coca-Cola 🤝 Oreo Just caught wind of this game-changing partnership, and my marketer's brain is buzzing! Coca-Cola and Oreo are blending their iconic flavours in a way that's got me rethinking everything I thought I knew about co-branding. We're talking cookies with a fizzy twist and a soda that tastes like cookies. It's wild, it's innovative, and it's absolutely brilliant. Why this collaboration has me excited: 1. It's pushing boundaries. Who said a cookie can't fizz or a soda can't crunch? 2. The cross-pollination of brand identities is seamless. It's not just slapping logos together; it's a true fusion of flavours and experiences. 3. They're covering all bases - from grocery stores to McDonald's. Talk about maximizing reach! But here's what really gets me: This isn't just about new products. It's a masterclass in creating buzz, tapping into nostalgia, and staying relevant in a crowded market. I can't help but wonder: How will this move the needle for both brands? Will we see a surge in brand loyalty? Or perhaps an influx of new, younger consumers drawn by the novelty? What do you think? Is this the future of brand partnerships? Or is it just a fleeting sugar rush? #BrandInnovation #MarketingStrategy #ConsumerTrends #bestiemode

Unbelievable Unconventional Brand Extensions… Revolutionary or Risky? Breaking Boundaries Brands that dare to step beyond their traditional categories for new product growth are trying to change the game or maybe just seeking attention or perhaps both. They are embracing the unexpected, introducing offerings that defy norms, and igniting conversations that they hope will resonate with consumers. But as brands venture into uncharted categories with limited edition creations, the debate arises: should these bold products remain one-off adventures or become integrated as regular offerings? Examples That Spark Imagination From Velveeta's surprising leap into the world of hair coloring to KFC's aromatic firelogs evoking the scent of their iconic fried chicken, unconventional products are making waves. Think Cheetos' flavored lip balm or Burger King's flame-grilled perfume – these ventures get attention and captivate audiences, pushing the boundaries of brand innovation beyond their core products. Balancing Risk and Reward While unconventional limited edition products create buzz, attract new customers, and drive sales, they also pose challenges to a brand's identity and reputation. The potential for diluting the brand’s core equity and the uncertainties of operating in a new category are major risks. When the stakes are this high thorough operational planning, market research and consumer feedback are crucial in gauging the viability and reception of these ventures. It's about striking the right balance between innovation and the ability to deliver the brand promise in new ways. Is it Real or a Fad? In a landscape where innovation reigns supreme, the desire to explore new horizons is highly appealing for brands. However, should marketers embrace the risk by exploiting a signature brand asset or feature in a category far removed from its core product benefit? Is the promotion of its iconic feature so powerful that it resonates in the new category over other traditional benefits in that category? And does it enhance the reputation and image of the brand in its core category? If it doesn’t check all the boxes it might be a great publicity campaign rather than a real business opportunity. #cpg #cpgindustry #branding #branddesign #unconventionalbrands #brandextensions #fads #breakingboundaries #innovation #limitededition #velveeta #kfc #cheetos #burgerking #thegroagency

What’s the Secret Behind Cozy Earth’s Consistent Spot on Oprah’s Favorite Things List? 🌟 For brands, a coveted spot on Oprah’s annual list is more than just an endorsement—it’s a game-changer. So, how does Cozy Earth keep winning Oprah’s seal of approval year after year? Their journey is a masterclass in product quality, sustainability, and authentic storytelling. To discover the strategies that make Cozy Earth a brand beloved by Oprah herself, check out the full article: https://lnkd.in/eGM3Bwvt #Marketing #BrandStory #OprahsFavoriteThings #Sustainability #MultichannelMarketer

Why Brand Names are Important to Consumers & Considerations for Change: The Case of Marathon (Snickers) Brand identity is more than just a label; it’s a key part of how consumers relate to a product. A strong brand name can evoke memories, foster trust, and create a lasting bond. Changing a brand's name or function isn't just about rebranding—it's about potentially disrupting that connection. This is why careful consideration and customer research are critical before changing a well-known product. Take the example of Mars Wrigley’s Marathon bar, introduced in the UK in 1967. For decades, this name held a special place in the hearts of British consumers. But in 1990, the name was changed to "Snickers" as part of a global branding alignment. While the product remained the same, the emotional attachment many UK customers had to the Marathon name did not disappear. In fact, some consumers refused to buy the renamed bar, showcasing the deep impact a rebrand can have on loyalty. Fast forward to today, and Mars Wrigley has decided to reintroduce the Marathon name for a limited time in the UK, exclusively at Morrisons stores. This nostalgic move is part of celebrating over 90 years of Mars making chocolate in the UK, and it's a clever way to tap into brand nostalgia. This isn’t the first time Mars Wrigley has used nostalgia to its advantage. A similar campaign in 2019 saw over 4 million Marathon bars sold in just 12 weeks, proving the power of a well-loved brand name. For many, it wasn’t just a chocolate bar—it was a reminder of the past, an emotional connection. Changing a brand name or product function can risk alienating loyal customers, which is why companies like Mars Wrigley must tread carefully. While global consistency is important, local consumer preferences matter, too. The Marathon-Snickers case demonstrates that even when the product remains the same, the name itself carries emotional and historical significance that affects consumer behaviour. So, what do you think? Should brands stick to their roots and embrace nostalgia, or is global consistency the way forward? #BrandStrategy #ConsumerInsights #RetailSavvy #SavvyInsights

🔥 **Masterclass in Product Marketing: Lessons from Stanley, lululemon, and Chick-fil-A** 🔥 In the dynamic world of consumer goods, three brands stand out not just for what they sell, but for how they've transformed their products into a cultural movement (and I personally happen to be a big fan of all 3). 🥤Stanley: Limited releases, strategic partnerships, and leveraging social media have turned Stanley tumblers into must-have items. They've crafted not just a product, but an identity. 🧘♀️lululemon: By focusing on quality and empowerment, lululemon has turned everyday apparel into a lifestyle choice. Their marketing isn't just about selling clothes—it's about selling a feeling of empowerment and wellness. 🐄 Chick-fil-A: Community, service, and values. Chick-fil-A's marketing connects emotionally, making fast food an experience rooted in tradition and quality. **So—What’s the Secret Sauce?** Community building, delivering on quality and experience, adapting to trends but staying authentic to their core values., storytelling > selling. What do you think about these brands? Any other consumer goods you think have nailed product marketing? #consumergood #storytelling #productmarketing #viralmarketing

This is a great way to think about #brandactivism now: “what” over “why”. Consumers are pretty sophisticated now and Gen-Z shoppers especially are increasingly savvy about the difference between brands signalling the right messages and those that follow through with actions that consumers can collaborate in. While this report is about sports and outdoors brands, it's just as true for #beauty and #cosmetics brands because consumers want to see companies taking responsibility for their impact on the environment and on society. https://buff.ly/3UiZBdY

The Hershey Company, Total Wireless, wakse™, Gran Centenario, St.Germain, Chispa, Lunazul Tequila, American Signature Inc., Heritage Grocers Group …Nine #Brand Moves You Must Know About. A comprehensive overview on the latest brand moves and campaign launches.   #marketing #advertising #branding #digitalmarketing #socialmediamarketing