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.
September 19, 2018 in Marketing
There are many definitions of brand strategy. Most hard to understand. And for businesses whose sole purpose is clarity of message, you would think brand strategy definitions would be easy. Here’s mine: “An organizing principle for product, experience and messaging.” What does an organizing principle look like in words? (Brand strategy is inanimate.) Well, […]
September 18, 2018 in Marketing
Eric Christianson, chief marketing officers for Perdue Farms, was quoted in USA Today as saying the new package design for its fresh chicken is about “contemporizing the brand” for Millennials. Research suggests young consumers care about the humane treatment of animals raised for food – and, so, the industrialized approach to husbandry, e.g., heads sticking though […]
September 17, 2018 in Marketing
A brand is an empty vessel into which we pour meaning, someone smart once told me. But products and services often exist before the name is created. So the vessel isn’t quite empty, is it? Have you ever named a child? Empty vessel. Or is it? The parent’s backgrounds are often contributors: family names, favorite […]
September 14, 2018 in Marketing
There are some in the advertising business who believe brand strategy is limiting. They use pejorative terms for brand strategists like “brand police.” (Not that there’s anything pejorative about police.) When a brand strategy is seen as confining, most often by creative people at agencies, the belief is that brand strategists are conditioned to say […]
September 13, 2018 in Marketing
Noah Brier was one of my earlier poster favorites. Unlike a paster, a poster is an original content creator and influencer. An active thought provoker in branding and digital business, Noah blogged like a dookie. Alas, during his early years he got bitten by the start-up bug and co-founded content marketing platform Percolate. I say […]
September 12, 2018 in Marketing
You ever sit in the yard and pull weeds? It’s a horrible job and even worse metaphor for what I’m about to share. My job is not pulling weeds but “pulling proof.” Brand discovery is all about the search for proof points. What is a proof point? It’s evidence. It may be an action. A […]
September 11, 2018 in Marketing
As a person in the brand building business, outsourcing has never been a favorite business practice. Companies that have a powerful brand strategy can only make it more so by letting that strategy infuse throughout every department, touching every function. That said, I do see how agile companies, especially startups and fast growers, can benefit […]