{"id":347,"date":"2013-06-19T15:02:01","date_gmt":"2013-06-19T19:02:01","guid":{"rendered":"http:\/\/www.kenbanks.com\/?p=347"},"modified":"2016-11-04T15:04:08","modified_gmt":"2016-11-04T19:04:08","slug":"stick-with-your-brandhold-the-mayo","status":"publish","type":"post","link":"https:\/\/www.kenbanks.com\/?p=347","title":{"rendered":"STICK WITH YOUR BRAND\u2026HOLD THE MAYO!"},"content":{"rendered":"

[et_pb_section admin_label=”section”][et_pb_row admin_label=”row”][et_pb_column type=”2_3″][et_pb_video admin_label=”Video” src=”https:\/\/youtu.be\/mezNmNODpZI” \/][\/et_pb_column][et_pb_column type=”1_3″][\/et_pb_column][\/et_pb_row][et_pb_row admin_label=”Row”][et_pb_column type=”4_4″][et_pb_text admin_label=”Text” background_layout=”light” text_orientation=”left” use_border_color=”off” border_color=”#ffffff” border_style=”solid”]<\/p>\n

PRESS PLAY >> TO VIEW THIS MONTH\u2019S WELCOME MESSAGE VIDEO<\/p>\n

One of the things that I experienced during my 30+ years in the marketing business what the propensity for advertisers\u2014especially retailers\u2014to want to change their marketing messages (and often their brand positioning) too often. Usually it was because the company got tired of the message long before the customer even became totally aware of it. We live and die with the process of presentations, revisions, edits, production, edits, testing, edits, and reviews to the point that we get tired of the message before it has a chance to resonate with our customers. Granted we must constantly review our marketing efforts and evaluate the results, but sometimes it is more prudent to stick with what\u2019s working and focus on the key strengths of the brand to make sure that our customers really know what we stand for. Which brings me to the subject of mayonnaise.<\/p>\n

\"hellmans-may\"This year marks the centennial of one of the strongest brands in CPG\u2014Hellmann\u2019s Mayonnaise and the company\u2019s marketing is celebrating with an effective campaign that sticks with what has made this the number one brand in the category for most of those 100 years. Hellmann\u2019s is the top-selling mayo since Richard Hellmann started selling it in New York a century ago. Keeping the same product formula\u2014and branding formula\u2014throughout the years, the company has stuck with its \u201cbring out the best\u201d theme for the past 25 years. It\u2019s parent, Unilever, has maintained the same recipe for success from its French roots and continues to insure that it has stayed with Richard\u2019s wife\u2019s version of the original recipe while constantly and consistently showing how mayo makes almost everything taste the best.<\/p>\n

However, the mayo has not gone stale. Hellman\u2019s has a cutting edge promotional plan to celebrate the first 100 years with aggressive TV and print complemented by digital ads, a Facebook page, YouTube videos featuring chef Mario Batali and a smart phone app with 30 of Batali\u2019s favorite recipes using Hellman\u2019s mayo. It all spreads on the success that has given the brand a 31.1% share of the $1.87 Billion mayonnaise market. Being first in the market isn\u2019t the only advantage to the Hellman\u2019s brand, it continues to build on its heritage and taste with a brand strategy that is consistent, aggressive and on target.<\/p>\n

Great brands don\u2019t have to change or stray from their roots. Like Hellman\u2019s, brand such as Tabasco, Rolex, Ben & Jerry\u2019s, Nordstrom\u2019s and others have found that staying with what got them there is a great brand strategy.<\/p>\n

DON\u2019T FORGET TO CHECK OUT AMAZON AND KINDLE FOR \u201cBrain Branding\u2014Activate the Brain, Stimulate Your Brand\u201d by Ken Banks and Robyn Winters. A new way to look at growing your brand\u2014even if it\u2019s been around for a 100 years!<\/p>\n

[\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section]<\/p>\n","protected":false},"excerpt":{"rendered":"

[et_pb_section admin_label=”section”][et_pb_row admin_label=”row”][et_pb_column type=”2_3″][et_pb_video admin_label=”Video” src=”https:\/\/youtu.be\/mezNmNODpZI” \/][\/et_pb_column][et_pb_column type=”1_3″][\/et_pb_column][\/et_pb_row][et_pb_row admin_label=”Row”][et_pb_column type=”4_4″][et_pb_text admin_label=”Text” background_layout=”light” text_orientation=”left” use_border_color=”off” border_color=”#ffffff” border_style=”solid”] PRESS PLAY >> TO VIEW THIS MONTH\u2019S WELCOME MESSAGE VIDEO One of the things that I experienced during my 30+ years in the marketing business what the propensity for advertisers\u2014especially retailers\u2014to want to change their marketing messages (and often […]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"nf_dc_page":"","footnotes":""},"categories":[1],"tags":[],"class_list":["post-347","post","type-post","status-publish","format-standard","hentry","category-uncategorized"],"_links":{"self":[{"href":"https:\/\/www.kenbanks.com\/index.php?rest_route=\/wp\/v2\/posts\/347","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.kenbanks.com\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.kenbanks.com\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.kenbanks.com\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.kenbanks.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=347"}],"version-history":[{"count":1,"href":"https:\/\/www.kenbanks.com\/index.php?rest_route=\/wp\/v2\/posts\/347\/revisions"}],"predecessor-version":[{"id":349,"href":"https:\/\/www.kenbanks.com\/index.php?rest_route=\/wp\/v2\/posts\/347\/revisions\/349"}],"wp:attachment":[{"href":"https:\/\/www.kenbanks.com\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=347"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.kenbanks.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=347"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.kenbanks.com\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=347"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}