Entrepreneurs wish to look into the longer term, nevertheless it usually is smart to additionally look into the previous of a model and attempt to establish forgotten associations which have helped the model succeed. What kind of associations must you be in search of? Properly, it actually is determined by the duty and the model. However this may be something from reconnecting with the unique intent or imaginative and prescient of the founders of the model, understanding what components have helped the model develop all through its historical past, what forgotten model property may be revived and modernized to assist the model stand out.
KFC for instance determined to carry the Colonel again a couple of years in the past after 20 years of absence in a extra modern and iconic model after the corporate “hit all-time low” in accordance with then President Kevin Hochman. However “It wasn’t nearly bringing again the Colonel for advertising functions, Hochman stated, however bringing KFC founder Harland Sanders’ deal with high quality again as effectively, and “not taking shortcuts”. This re-focus on Colonel Sanders obsession with high quality (“no taking shortcuts”), and the revival of him as a model asset allowed KFC’s to have six consecutive years of same-store gross sales progress in addition to change into a part of (pop)tradition.
One other instance can be Hershey’s chocolate reaffirming its affiliation because the model of selection when making smores round campfires with your loved ones and associates, one thing you might argue was already a part of American tradition (Hershey’s is already seen because the model of selection when making smores) however by no means claimed by the model so explicitly. And this affiliation you might argue gained renewed relevance in a world the place individuals crave an increasing number of human connections (particularly throughout Covid lock downs).
5 Thought Starters
1. When you have the chance, undergo the model’s archives to grasp why the model was created within the first place and bear in mind what values and imaginative and prescient the founder(s) embrace and lived by.
2. Discuss to very long time workers concerning the firm, its worth and the way it has developed over time. Ask them what was totally different then versus now. Ask them to share their very own tales concerning the firm or the founder.
3. Take a look at the model’s gross sales historical past and establish these years the place the model was significantly profitable and attempt to perceive why?
4. Take a look at the model’s promoting and design historical past and attempt to establish these property that had been significantly profitable for the model after which attempt to perceive why?
5. Discuss to very long time customers or older customers concerning the model and attempt to establish what related which means they affiliate with the model. Ask them to share their very own tales on how the model match into their lives.
Contributed to Branding Technique Insider by: Ulli Appelbaum, excerpted from his ebook The Model Positioning Workbook
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