Esi Eggleston Bracey’s Post

Cadbury: 200-year legacy. 1 important lesson. Cadbury is celebrating its 200th anniversary this year. To survive & thrive in an ever-changing consumer landscape and to do it for 200 years is an enviable achievement for any brand!! Cadbury’s rich heritage has noteworthy lessons for brands vying to build similar legacy. Perhaps the biggest lesson of it all lies in its humble beginning. Before becoming one of world’s best loved chocolate brand, Cadbury’s journey started as a Cocoa essence brand. Cocoa, at that time, was made with lots of cocoa butter. The butter had such a horrible taste that starches were added, to disguise its taste and texture thereby making products on offer not 100% pure. Cadbury launched 100% pure Cocoa essence in 1866. And the rest..was not history!!! The product was a slow seller initially. The problem – Consumer perception!! As most of the Cocoa available was had some additives, it had created a value for money perception for the category itself!! Cadbury’s pure Cocoa essence was more expensive than existing offerings and consumers did not see any value in paying a premium. Brand realized that the task at hand was to change how consumers were evaluating the category itself. And the existing communication focused too much on features and less on consumer benefit was falling short on this objective. With an intent to create awareness about product purity amongst consumers, Cadbury came out with a succinct but compelling brand promise – Absolutely pure, therefore Best. It was to be a 30-year advertising campaign that would elevate brand’s USP into a category defining benefit. However, the masterstroke was when Cadbury decided to purge their product range of any offering which was not 100% pure Cocoa. Cadbury drove home the message to consumers that the ideals of product purity were so important, they would not sell anything that was less than pure!! Driven by an unprecedented business move and an iconic advertising campaign, Cadbury became a name to reckon with. While the Cocoa essence product brand stood for purity, the Cadbury name would stand for quality & trust. And thus began the journey of an iconic brand that would go on to win consumer hearts as much as market share. Brand Cadbury reminds us that iconic brands walk the talk. If Aristotle was a brand guru, he would have agreed that - brands are what they repeatedly do!!! Endearing & Enduring brands don’t just connect with consumers with compelling communication of brand promise but follow that up with action that is in consistence with brand’s promise and core values – not once but always. #IconicBrands #Marketing #BrandManagement #Cadbury #200YearLegacy

How TATA Salt leveraged consumer insights to become ‘Desh ka Namak’ “A great brand taps into emotions. Emotions drive most, if not all, of our decisions.” – Scott Bedbury Great brands master the art of building emotional connect with consumers. An Indian brand which has done this well is TATA Salt. From being India’s first branded Salt to growing into one of the country's most trusted brands, TATA Salt has redefined the art and science of building emotional connect with consumers. The secret sauce: Deep rooted curiosity to understand its consumers. When TATA Salt was launched in 1983, it provided customers a relief from unbranded salt with unreliable quality. TATA Salt came with assured clean, pure salt guaranteed by one of India’s most trusted business house. TATA Salt amplified this promise well riding on the equity of brand TATA with the message of ‘ Namak ho TATA ka, TATA namak. The communication plank served the brand well for a very long time. However, the next 2 decades saw many new players entering the category and the promise of quality and purity became table stakes. With brand TATA Salt losing its uniqueness, it felt the need to strengthen emotional bond with its consumers. The next obvious question was – How? Brand went back to its consumers. Consumer study revealed that people were unhappy with the hypocrisy of our times. TATA Salt found in it an opportunity to connect with consumers by tapping patriotic fervor. As TATA Salt tried to find its way into consumer’s heart, it found its insight in the idiomatic use of the word ‘salt’. ‘Maine desh ka namak khaaya hai’ – the popular idiom not just captured honesty and integrity but also alluded to patriotism. Values which TATA Salt embodied and wanted to reinforce further. The equity of Masterbrand TATA as an honest, trustworthy company which has been a nation builder was good enough to provide required credibility to the brand promise. The insights culminated into new positioning for TATA Salt which was rolled out with the now iconic ‘ Desh Ka Namak’ campaign. Launched in 2002, the ‘Desh Ka Namak’ campaign has taken consumer engagement of a commodity to legendary level. It also helped that TATA steered clear of wearing-your-patriotism-on-your-sleeve approach. The campaign celebrated the ‘everyday' nature of patriotism, highlighting small deeds of selflessness and focus on being worthy citizens of the country. TATA Salt is a worthy reminder that building an iconic brand = forging strong emotional connect. Fun fact: In an interesting move, TATA Salt has recently revived ‘ Namak ho TATA ka, TATA Namak, jingle  in its bid to reinforce enduring appeal of the brand albeit under the larger ‘ Desh ka Namak’ campaign promise. #marketing #iconicads #iconicbrands #ConsumerInsights #TATA #TATASalt #DeshKaNamak #NamakHoTataKaTataNamak #Advertising

When you think about being different - which brands spring to mind? There’s been a lot of debate in marketing circles recently about the meaning of  ‘differentiation’ and ‘distinctiveness’ and their importance in building brands.  Old brand strategy books used phrases like 'Differentiate or Die!' Recent books on strategy profess things like, “The market doesn’t reward better, it only rewards different.” Both highly overblown statements. What Kantar have shown, however, is that difference is important – if not the be all and end all.  It’s the number 1 brand factor on share outperformance, accounting for 35% of brand impact. And they claim that the importance of ‘difference’ is increasing over time.  This can cause panic.  “But we’re not really that different!” But it’s nothing to stress about. It’s all just due to a misunderstanding about what being different really means for brands. The problem with the word ‘different’ is what springs to most people’s minds is the 1940s model of ‘USPs’ – unique selling propositions. These are based on the outdated assumption that every brand has a genuine functional difference that is unique to them (e.g. Persil washes clothes whiter). The reality is that most do not.  Think about it. Can you really answer: What’s the difference between Pampers and Huggies? What’s the difference between Tesco and Asda? What’s the difference between Mandarin Oriental hotels and Peninsula hotels? Are these brands successful? Yup. Do we know what makes their product/experience truly unique?  Nope. But we might have a perception around what makes one better than the other. We might think Pampers’ nappies are better for our baby than Huggies.   Or Asda is slightly cheaper than Tesco.   Or Mandarin is slightly more modern than Peninsula.  Or you might just say - well, they look different. Tesco is red and blue and Asda is green.  And Mandarin has that fan. All of this is valid. The reality is that you just need to be perceived as relatively different: better or more associated with something that matters to your buyers. AND you need to look, feel and sound different in your category (and ideally in general), in order to get noticed and recognised as you. Some people are calling the first bit of this ‘differentiation’ and the second bit 'distinctiveness'. But Kantar put it all under the one heading of difference – and add a bit too. They talk about four areas of being different:  1.     Category leadership 2.     Distinctiveness 3.     Emotive clarity 4.     Functional benefits They claim that the second one accounts for around 30% of difference, and 70% comes from a slew of other things including "positioning, product or service experience, ‘great ads’, responsibility/CSR, relevant range and provenance." So you’ve got a lot to play with to create difference for a brand.  Just don’t rest too heavily on number 4. It won’t last. Agree? #brandstrategy #branding #marketing #marketingstrategy

TATA Salt: Leveraging Consumer Insights to Become 'Desh ka Namak' TATA Salt, an Indian brand that has become synonymous with trust and quality, has successfully built an emotional connection with its consumers. By understanding the needs and aspirations of its target audience, TATA Salt has transformed itself from being India's first branded salt to being known as 'Desh ka Namak' (Salt of the Nation). When TATA Salt was introduced in 1983, it offered customers a reliable and pure alternative to unbranded salt. With the backing of the trusted TATA brand, TATA Salt promised clean and pure salt, which resonated well with consumers. However, as new players entered the market and quality and purity became standard expectations, TATA Salt realized the need to strengthen its emotional bond with consumers. To achieve this, the brand turned to its customers for insights. Through consumer studies, TATA Salt discovered that people were dissatisfied with the hypocrisy prevalent in society. This finding presented an opportunity for the brand to connect with consumers by tapping into their patriotic sentiments. TATA Salt found inspiration in the idiomatic use of the word 'salt' and the phrase 'Maine desh ka namak khaaya hai' (I have consumed the salt of the nation). This phrase represented not only honesty and integrity but also patriotism, values that TATA Salt wanted to embody and reinforce. The strong equity of the TATA brand, known for its honesty and nation-building efforts, provided the credibility needed to support the new brand promise. This insight led to the creation of the iconic 'Desh Ka Namak' campaign, which was launched in 2002. The 'Desh Ka Namak' campaign took consumer engagement to new heights by celebrating the everyday nature of patriotism. It focused on small acts of selflessness and encouraged citizens to be worthy of their country. TATA Salt's success story serves as a reminder that building an iconic brand requires forging a strong emotional connection with consumers. The brand's ability to understand its customers' desires and aspirations, and its skill in translating those insights into a compelling campaign, has made TATA Salt a trusted household name. As a testament to its enduring appeal, TATA Salt has recently revived its iconic jingle, 'Namak ho TATA ka, TATA Namak,' as part of its broader 'Desh ka Namak' campaign. This move aims to reinforce the brand's promise and maintain its strong connection with consumers. In conclusion, TATA Salt's journey from a trusted salt brand to 'Desh ka Namak' exemplifies the power of emotional branding. By leveraging consumer insights and aligning with patriotic sentiments, TATA Salt has established itself as an iconic brand that resonates with the hearts and minds of Indian consumers. #marketing #iconicads #iconicbrands #ConsumerInsights #TATA #TATASalt #DeshKaNamak #NamakHoTataKaTataNamak #Advertising

9 Evidence-Based Ways (Most) Brands Grow 👇 I just read How Brands Grow Part 2 and the data is compelling. Authors Romaniuk and Sharp are marketing professors and Directors at the Ehrenberg-Bass Institute. They synthesize decades of research into evidence-based fundamentals of buying behavior and brand performance that we can use to drive growth and improve marketing productivity. Here are 9 of my favorite, often counterintuitive takeaways: 1. Focus on market penetration, not customer loyalty. The “double jeopardy law” states that brands with less share also have less loyalty. And the way to increase loyalty is actually to increase share.    2. Position within a larger category. This widens the potential market. For example, one meat-free protein company shifted from positioning as a vegetarian substitute (relevant to ~7% of the market) to a healthy eating brand (relevant to ~70%) and drove considerable growth.   3. Compete against the top brands. The “duplication of purchase law” states that brands share customers in line with other brands’ penetration. So, to grow, you likely will be taking customers from the biggest brands, and they from you. Worry less about the smaller players.   4. Build links between your brand and the most common category entry points (CEPs). A CEP is a way that a customer mentally enters the buying process. If you’re hungry, a CEP might be that you want a snack, and Snickers might come to mind thanks to their “You’re not you when you’re hungry” campaign connecting themselves with that common CEP.   5. Use distinctive brand assets consistently. If your brand doesn’t stand out, attract attention, and look like only you, your marketing could cue people to think about others. The best assets have high fame and uniqueness, like the GEICO gecko.   6. Reach as many category buyers as possible. “It doesn’t matter how many irrelevant people you reach, what matters is the cost of how many relevant buyers you reach.” The broader your reach, the less response rate, but often the greater absolute gain (a 1% impact on 10K people is bigger than a 5% impact on 1K).   7. Reach category buyers consistently but not excessively. Not everyone is in-market all the time, and most buy infrequently (especially in B2B), so market steadily. Plus, the first exposure within a period has the greatest sales effect, and spaced exposures cumulate in more lasting impact.   8. Maximize physical availability. This means distributing where buyers buy, being prominent in those channels, and having a product portfolio that satisfies the largest buying contexts.   9. Overcome the real barriers to acquisition: obscurity, forgetfulness and distraction. Most people don’t buy because they don’t know you, forget about you, or are distracted from doing so—not because they think poorly of you or consciously choose someone else. While there are some exceptions, the evidence suggests the exceptions prove the rules. #yourweeklymap #marketing #howbrandsgrow

Is your brand falling behind? Here’s when brand revitalization can attract new customers!

 ➤ Pt.4 of “When do you need branding series?”

 Brand revitalization focuses on updating messaging, communication, and visibility to stand out compared to your competition. It often includes a brand refresh, which focuses more on design improvements.

 Brand revitalization: 1. Your stock is dropping ↳After experiencing stock devaluation in 2017, Whole Foods Market rebranded and revitalized its image before being acquired by Amazon. 2. No one knows who you are ↳Early in its development, Beyond Meat rebranded in 2019 to increase market awareness and establish itself as a leader in plant-based foods. 3. You need to appeal to a new and better-paying market ↳Simple Mills rebranded in 2018 to target higher-end, health-focused consumers, expanding its product line and market appeal. 4. You need help to reposition and renew the global brand ↳In 2017, Garden of Life rebranded under Nestlé to strengthen its global presence and appeal to health-conscious consumers.
 5. You’re going global - you need help entering new world markets ↳Oatly rebranded to support its expansion into the global market, focusing on sustainability and health in 2017. 6. You’re no longer in the business you were in when you founded our company ↳Bolthouse Farms (2012), originally a carrot farm, expanded into beverages and other health foods, leading to a rebranding effort. 
7. You need to communicate more clearly about who you are. Does it represent your ideal clients or what you stand for?
 ↳Tofurky rebranded in 2014 to better communicate its commitment to plant-based foods and appeal to vegan consumers. Benefits: ➕ A better brand image ➕ More trust in your brand
 ➕ Increased market visibility ➕ A boost in customer loyalty ➕ Staying ahead of competition

 *Disclaimer We are not promoting any of the brands used in the examples. We use iconic brands for universal examples, to easier explain branding concepts. 📍 PS Do you agree that a brand is alive and needs care and attention to grow? 🐾 If you found this useful, follow and repost! Credits: Alina Wheeler - “Designing Brand Identity”, the internets #BrandRefresh #MarketVisibility #CustomerLoyalty #BrandAwareness #StrategicBranding

Timeless Lessons from a Legendary Brand Yesterday, Coca-Cola celebrated an incredible 138 years of existence! As one of the most recognizable brands worldwide, Coca-Cola's journey is a treasure trove of valuable lessons for businesses and individuals alike. I interested myself into the brand's greatest breakthrough, most successful marketing campaign, and greatest achievement, and explore what we can learn from them. Intrestingly, in 1886, pharmacist John Pemberton invented Coca-Cola as a "brain tonic and intellectual beverage" that could cure headaches and relieve fatigue. The initial recipe included coca leaves and kola nuts, which contained caffeine and cocaine. However, in 1903, the company removed cocaine from the formula, paving the way for its global success. This adaptability and willingness to evolve saved the brand from controversy and perception debates enabling it to thrive. In this i learn to embrace change and to be open to innovation. Sometimes, it's necessary to pivot and adjust your strategy to stay relevant and successful. Through the time, "Share a Coke" campaign, launched in 2011, is one of the brand's most successful marketing initiatives. By personalizing bottles and cans with popular names, Coca-Cola encouraged customers to share a Coke with friends and family, creating a viral social media movement. This campaign increased sales and reconnected the brand with a new generation of consumers. I at one point argued saying the idea could have come out crazy at inception but it reaped crazily at execution. Therefore, ideas that seem crazy, if we'll crafted can be the greatest turning points. That aside, personalization of products or services and social media engagement can be powerful tools for building brand loyalty and driving sales. Find ways to make your customers feel special and encourage them to share their experiences with others. Lastly, Coca-Cola's in 138 years has achievement unparalleled global reach and recognition. Available in over 200 countries, the brand has become synonymous with refreshment and joy. Its iconic bottle design and memorable advertising slogans have become an integral part of popular culture. The take home here is that consistency, quality, and effective branding can help you build a loyal customer base and achieve long-term success. Focus on creating a unique and recognizable identity that resonates with your target audience. As we join Coca-Cola Beverages Uganda, Coca-Cola Beverages Africa - Kenya and Melkamu Abebe, let's remember the importance of adaptability, innovation, personalization, and consistency in building a successful brand. Here's to many more years of refreshing the world, one Coke at a time! #CocaCola #LessonsLearned #BrandSuccess #MarketingInspiration #BusinessLeadership #Innovation #Adaptability #Personalization #Consistency #GlobalRecognition #LegendaryBrand #anniversary

This is what The Coca-Cola Company brand managers don't get that OLIPOP PBC just does: Coca-Cola is the most consumed beverage in the world, but the new up-and-comer OLIPOP is making waves with a different approach. While Coca-Cola has built its empire on global brand recognition and massive distribution networks, it often leans on traditional marketing strategies and broad, universal messaging. OLIPOP, on the other hand are not just selling a drink but a lifestyle and a community. Founded with a strong emphasis on health and wellness, OLIPOP markets itself as a "new kind of soda" that combines the classic soda taste with the benefits of plant fiber, prebiotics, and botanicals that support digestive health. But beyond its product, OLIPOP's strength lies in its grassroots approach to community engagement. The brand's strategy involves deeply understanding and integrating into the lifestyles of its consumers. OLIPOP often engages directly with its audience through social media, pop-up events, and partnerships with health and wellness influencers. This direct line to consumers isn't just about pushing a product; it's about building a shared sense of identity and belonging, aligning the brand closely with the values and aspirations of its customers. OLIPOP invests in community by supporting causes and conversations around health, sustainability, and food accessibility. This resonates with a more health-conscious, environmentally aware, and community-oriented generation of consumers who look for brands that stand for something beyond their products. In contrast, Coca-Cola, despite its efforts to diversify its product line with healthier options and sustainable initiatives, often faces the challenge of shifting its giant corporate image to align more closely with these contemporary values. While it certainly engages in community programs and global campaigns, the sheer size and ubiquity of the brand can make these efforts seem less personal or grassroots than those of a company like OLIPOP. As consumer values continue to evolve, the lesson here is clear: community and personal connection can be just as powerful as traditional marketing. Brands like OLIPOP are not just selling a product; they are inviting consumers to be part of a movement, and that is something that resonates deeply in today's market. Whether Coca-Cola will adapt its strategies to more closely engage with modern values or continue to ride the wave of its legendary status remains to be seen. But one thing is certain: in the ever-changing world of consumer goods, understanding and integrating into the community is key to the next generation of brand management.

Sanitary Pad Brand Reputation November Big Data Analysis Results...1st place is Secretday of Joongwon, 2nd place is a good feeling of Yuhan Kimberly, 3rd place is Rael of Rael The Korean Corporate Reputation Research Institute conducted a brand big data reputation analysis on 28 menstrual pad brands loved by domestic consumers. They analyzed 6,755,482 pieces of big data on menstrual pad brands from October 6, 2023, to November 6, 2023. Compared to the previous month, which had 6,505,753 pieces of menstrual pad brand big data, there was a 3.84% increase. The reputation of the brands is divided into participation value, communication value, social value, market value, and financial value based on consumer activity big data for the brands. The menstrual pad brand reputation index was analyzed using participation index, communication index, and community index. The brand reputation index is a metric created through brand big data analysis, revealing that consumers' online habits significantly impact brand consumption. It measures the positive and negative evaluations of the brand, media interest, consumer participation and communication volume, and conversation volume on social media. The evaluation of brand distribution analyzed by the New Product Launch Center and the brand's digital transformation were also included. In November 2023, the menstrual pad brand reputation rankings were analyzed in the following order: Secret Day, Good Feeling, Rael, White, Organic Bon, Liberty, HannaPad, Body Fit, Pure Cotton, La Nature, It's Me, Natural Cotton, Sophie, Yejimiin, Colman, Herb Day, Cheongdam Girl, Lala Moon, Audreyson, NatraCare, View Cosette, Schwabe, Whisper, Alice, 29 Days, Maromera, It's Mine, Netti Menstrual Pads.

If you work in marketing, you’ve probably seen a lot of conversation over the years relating to the importance of ‘differentiation vs distinctiveness’. Very entertaining, and at the same time, really valuable discourse and data for helping to create more informed and capable marketers.   I thought I’d approach the topic from the angle of innovation. We know that new products have the potential to help brands grow, simultaneously contributing to mental and physical availability if designed and executed well. Does ‘differentiation’ or ‘distinctiveness’ matter for product innovation in FMCG?   Our PROVEN study says, that when it comes to performance and longer-term survival rates, they both do. A lot.   Let’s say that ‘differentiation’ refers to benefits and/or features of products that are clearly different (ideally, better) to others in a competitive context, and that ‘distinctiveness’ refers to elements that make brands unmistakeably identifiable.   DIFFERENTIATION In our research, clear value propositions with meaningful advantage over existing offers (e.g. functionality, sensory performance, convenience, etc.) significantly outperformed me-too NPD and slow-follower activities.   DISTINCTIVENESS Our study also showed that product innovations from strong brands and/or with distinctive assets outperformed products launched under new brands, weaker brands or those that the company considered ‘low-priority’ or tier 2 or 3.   AN ARGUMENT FOR DISTINCTIVENESS It’s true that most successful product innovations that are initially differentiated eventually get copied and mimicked by other brands to the point where they are technically no longer different. On the other hand, distinctiveness endures if brand continually invests in its identifiable assets and relevant associative memories.   AN ARGUMENT FOR DIFFERENTIATION Had the product innovation not been different or meaningfully-better in the first place, retailers may not have ranged it or allocated space to it, internal belief and excitement might have been lower (leading to less A&P budget and less conviction from Sales and Marketing), consumers may not have noticed it or had the incentive to switch/try, and repeat-purchase rates might have been mediocre.   Disclaimer: our study certainly had many examples of successful copycat products as well as examples of new and small brands successfully entering new spaces. It just wasn’t the norm.   What’s been your personal experience? Please share any examples you have (whether you agree with our findings or not!)   #INNOVATION #FMCG #CPG #NPD #CMO