Stephen McDavid’s Post

How does a mid-tier brand go from mainstream to luxury? 🧀🧐 A national cheese company faced that exact challenge. Inflation meant they had to keep raising their prices, and they were no longer competitive in the mid-level market. What did they do? Following our advice, they undertook a bold rebrand. They upgraded the graphics on the packaging. They refined the product language. They emphasized certain buzzwords they hadn’t stressed before: Imported. Made from milk of grass-fed cows. Aged two years. By and large, people were willing to pay more per block because the company’s rebrand changed consumer impressions of the product. It became a high-end cheese made for a high-end experience, which helped justify its increased price point. Have you ever considered rebranding? Let me know in the comments! 🧀

YETI has been an exceptional brand since it’s inception. By “exceptional”, I literally mean it has been an exception to the “rule”. By “rule”, I mean widely accepted industry norms that WAY too many follow despite the fact we know there really aren’t many rules, and most businesses are incredibly mediocre, and we really shouldn’t be following most of the beliefs or behaviors of average companies. But I digress… Perhaps the most exceptional thing I appreciate about Yeti is not their impressive product, pricing, distribution, or marketing strategies, but rather their ability to buck the norms by not allowing going public to ruin them. Their CEO remains committed to a disciplined, long-term growth plan that helps them avoid the pitfalls that plague so many other brands dying from “shortermitis”. Have a read and be inspired by what true brand leadership looks like:

In the world of craft brewing, where creativity flows as freely as the beer, success goes beyond what's inside the bottle. Crafting the perfect brew is an art, but equally important is crafting a brand identity that speaks to your audience. Why Branding Matters: ✨ Customer Loyalty: A great brand keeps them coming back for more. ✨ Standing Out: In a crowded market, a distinct brand sets you apart. ✨ Premium Value: Elevate your brews' perceived value with a strong brand. Key Elements of Effective Branding: 🌟 Authentic Story: Share your unique brewery narrative. 🌟 Visual Identity: Consistent design across labels and more. 🌟 Community Engagement: Connect locally, build lasting relationships. 🌟 Quality Assurance: Keep your brand promise with unwavering quality. Craft brewery branding isn't just about aesthetics; it's a strategic approach to building a loyal customer base and driving financial success. In a competitive industry, a well-defined brand identity can set your brewery on a path to greater recognition, customer loyalty, and ultimately, improved financial performance. So, raise a glass to the power of branding and toast to the success of your craft brewery.

Worst rebrand in history? Tropicana’s 2009 rebrand attempt definitely takes a front seat. They first blew $35,000,000 in an advertising campaign promoting the new packaging. Then their sales dropped 20% in the first month, resulting in another $30,000,000 loss. Less than two months after the rebrand launch, Tropicana announced they are reverting back to the original design. The role of packaging in purchasing decisions is far greater than you can imagine! Consumers feel an emotional bond with the appearance of the product and brand they love. If you want to redesign your product’s packaging, make sure you do not change everything at once. The changes need to be done progressively to ensure the consumer will still recognize the brand. When I was growing up my favorite beverage was Snapple! Kiwi Strawberry of course. That all changed when they switched their iconic glass bottles to plastic. 😞 Do you recall losing interest in a favorite brand because of its new packaging design?

This brand refresh is so slick.

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

Here's a deep dive look at how CODO Design built the Cold Drinking Beer brand, including initial Brand Strategy and concept development, revisions (including rejected concepts) and go-to-market assets. Fun stuff: https://lnkd.in/ggsXGKN8

Just 20 days till this year's Brandland conference - now's the time to get your ticket. Just a few of the goodies... how to lead the move to zero alcohol beers... how to have your (gluten-free) cake and (indulgently) eat it... why big brand agencies may be outmoded... how AI is automating design... why you shouldn't pay when you go into a museum... how to end all the waste in the fashion industry... how brands influence our self-image... how shops use scripts ... how to have a restaurant in your home... how branding helps regenerate our towns. Plus plenty to eat and drink. 27 June, 12:00-18:30. See you there. https://lnkd.in/eA-e5JAH

FOLLOW THE TIGER PURRR JOURNEY. After 20 years of building brands for others, I decided it was about time I launched my own retail brand… taking all that knowledge and infusing it into my own product. So alongside my talented restauranteur business partner, Pauline Nguyen, we launched a truly delicious chef-crafted chai. Now building a brand conceptually compared to the actual on-the-ground experience of brand building is very different. I have so much to share about our journey, wisdom that will hopefully help you on your brand building journey too. My tip for today… TIP 1. Tell an emotive story, beginning with the name. In coming up with the name Tiger Purrr, we went through a defined brainstorming process with a few smart thinkers in the room. We each came to the session with some ideas, and the name came about by combining two ideas from two different people. The Tiger being a strong symbol of bravery and strength in Asian cultures, represents the Asian influence for our chai recipe. And the Purrr was a great thought stemming from the idea of contentment. The two words combined has a beautiful balance between strength and inner peace. The name works on so many levels, perfectly representing the character of our brand. Plus it’s unique, easy to remember and was very easy to trademark. Is your brand name important? Should it represent the essence of everything you stand for? Yes and yes. But most importantly it should allow for story telling. So many people say to me wow, I love the name Tiger Purrr, where does the name come from? And I tell them the story. @tigerpurrr Pauline Nguyen #branding #brandingproducts

Unveiling Heinekicks: Where Branding Gets a Kick of Innovation! 👟🍺 Heineken® isn't just brewing up beer anymore; they're brewing up branding brilliance with their latest innovation – Heinekicks The HEINEKEN Company These aren't your ordinary sneakers; they're a walking testament to the art of branding. 👀 Picture this: sleek green kicks adorned with the iconic Heineken® palette, complete with a tongue that moonlights as a bottle opener. But here's where it gets interesting: the soles are infused with actual beer! That's right, you can now leave your mark (and your scent) wherever you go.💡 But what's the branding strategy behind Heinekicks, you ask? It's all about creating a sensory experience that's as unforgettable as cracking open a cold one. Each pair is a nod to Heineken®'s commitment to innovation and craftsmanship, a walking billboard for the unexpected. What's your thought on this!!? Surojit Mahato Vivek Kangath Lacey Abbacchi Shivangi Gupta Paulo Fodra Shubhangi Madan Diksha Burnwal⚡ Tanvi Sarnaik Shweta Kukreja Devika Majumder, Wall Street Journal Featured Serial Entrepreneur Manoj Kandpal