Entrepreneurs prefer to look into the longer term, nevertheless it usually is sensible to additionally look into the previous of a model and attempt to determine forgotten associations which have helped the model succeed. What kind of associations do you have to be searching for? Properly, it actually relies on 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 elements have helped the model develop all through its historical past, what forgotten model property could be revived and modernized to assist the model stand out.
KFC for instance determined to convey the Colonel again a number 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 keeping with then President Kevin Hochman. However “It wasn’t nearly bringing again the Colonel for advertising and marketing functions, Hochman mentioned, however bringing KFC founder Harland Sanders’ give attention to high quality again as properly, 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 turn out to be 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 can 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 can argue gained renewed relevance in a world the place folks crave increasingly more human connections (particularly throughout Covid lock downs).
5 Thought Starters
1. When you’ve got 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 completely different then versus now. Ask them to share their very own tales concerning the firm or the founder.
3. Have a look at the model’s gross sales historical past and determine these years the place the model was notably profitable and attempt to perceive why?
4. Have a look at the model’s promoting and design historical past and attempt to determine these property that have been notably 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 determine 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 e book The Model Positioning Workbook
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