Campbell’s Soup is one of America’s most famous and well-understood brands. It’s also known as one of the most economical meals in the country. I’ve written a good deal about the Campbell’s Soup Company, especially so when they were moving into more healthy soups about 10 years ago. Speaking of healthy, Campbell’s bought juice company Bolthouse Farms in 2012, which was a nice idea but not an endemic category. It didn’t work. It was reported today, times are tough Campbell’s and losses are mounting. It is selling Bolthouse and considering selling the company.
Focus is what makes great brands. And Campbell’s is a soup company. A company that puts tasty, nutritious meals in cans. At low price points. To get out of this hole the research and development people need to double down their efforts to recreate new soups. New packages. New dayparts. New ingredients.
Pho. Stock. Bisque. Bouillon. Chowder. There are probably a hundred more types of soupy meals being served around the world today Campbell’s could consider. And another hundred they could invent. Bring David Chang in for a week. Or Katie Button.
Don’t think like Camden, NJ. Think like Asheville, NC. Mine your consumer care-abouts and brand good-ats. Peace.
November 19, 2018 in Marketing
As a kid who grew up in the ad business, I’ve seen a lot of ad craft. Today, as a brand planner it’s hard for me to look at advertising without a jaundiced eye. When I see ink and words and picture, but not strategy, I cringe. Worse when I see an ad with 7 […]
November 16, 2018 in Marketing
A brand strategy brief, at its very best, is a story. A story with beginning, middle and end. Like good entertainment it contains a problem, solution(s), tension and resolution. Most importantly, it needs to appeal to the reader/viewer (aka the consumer) in order to take hold. I write brand briefs for a living. In each […]
November 14, 2018 in Marketing
A number of years ago, I came up with a comms planning notion called Twitchpoint Planning, the basis of which was that people use multiple devices when researching and gathering information; information that will ultimately result in a sale. Some called this customer journey exercise. I honed it toward more of a digital exercise. A […]
November 13, 2018 in Marketing
I wanted to flame a senior care organization my mom spent time in and was looking for a Yelp or Google kind of comments page in the senior care space. I found something called Senior Advisor, who baited me with a couple of comments then, in order to get to the 4th review, requested my […]
November 9, 2018 in Marketing
In my career as a planner, I have trotted out two different Steve’s when interviewing people in discovery. The first is the “I’m a quick study” Steve. This Steve wants interviewees to know he’s savvy in the business, the market and the category. I wouldn’t call him cocksure, but an air of self-assuredness is the […]
November 8, 2018 in Marketing
So it looks like the best player in college basketball this year may well be a young man named Zion Williamson. Want to know why I say that? Because he is more talented than his peers and I can remember his name. And you name can’t be remember, you are lost. If Zion’s name was […]
November 7, 2018 in Marketing
I’ve done a good deal of work in healthcare and one brand strategy challenge is working with what might be termed faith-based organizations. I’ve worked with Jews, Catholics, and Lutherans. This morning I was reading about a brand name change for Adventists (The Seventh Day Adventist Church). Park Ridge Health is taking on the name […]