Keeping a Brand Fresh

Hello, I’m Jim Glover, That Branding Guy, for Once a Day Marketing™. Today we are discussing keeping your brand fresh in the eyes of customers.

We can’t stress enough how important it is for you to ensure that your brand remains relevant to customers as the market changes. Over time, consumer tastes evolve and a brand may become less appealing to target customers, or be replaced by a competitor’s newer product.

For example, the product offered by the traditional game of golf is not attracting the younger audiences; the brand is growing cold. According to a recent Wall Street Journal article, disinterest by Millennials is resulting in declining participation and causing both the sporting and retail sides of the business to revise their strategies.

New tactics include encouraging shorter and less expensive 9-hole rounds and offering alternate uses for facilities such as FootGolf. FootGolf is an affordable, family-friendly game played with a soccer ball and is offered at over 300 golf courses around the country.

In response to changes in consumer taste, FritoLay, makers of the old favorite snack Cracker Jack, has created a new product called Cracker Jack’d. Touted as snacks with impact and positioned for the adventurous; the new offering comes in nine flavors with ingredients such as oats and granola. This take-off on the original snack is styled to attract a broader audience to the traditional brand.

Consider what you could and should be doing to keep your brand relevant through new uses for an existing product or introduction of new ones. When your brand is in decline, or just needs to be refreshed, remember to Brand Bold and try new something different.

Once a Day Marketing™ positions brands to become #1 in the minds of target customers. Visit our website at www.onceadaymarketing.com. Contact James Glover at (505) 501-1330 or email glover@onceadaymarketing.com. Listen to Ask Those Branding Guys™ every Monday at 11:00am (MDT) streaming live on SantaFe.com KVSF 101.5 FM.

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Filed in: 7Ps of Marketing • Positioning (Bonus) • Product • Strategy
Tagged with: 7Ps of Marketing • Craker Jack'D • Foot Golf Ask Those Branding Guys • James Glover • once a day marketing • that branding guy