There are those who swear by certain brands. Take my husband. Please. (props to Henny Youngman). He simply will NOT drink Coke even if it was the only drink offered to him after he’d just traversed a desert in a sandstorm in August. He is a Pepsi man, through and through. Tide is one of a few brands that people did not forsake during this recession. It has a premium price but loyalists did not budge. Dunkin Donuts coffee drinkers eschew Starbucks. Wonder white bread eaters won’t eat wheat. Pepsi drinkers think Coke is inferior and vice versa. What’s going on? Brand loyalty, my friends, and it’s a beautiful thing.
Clorox Co.’s earnings increased over 20% primarily due to sales of disinfecting products. People are cleaning up their acts because of concerns re swine flu and they turned to Clorox to help them with that. (And just as an aside, I think Miss Piggy would make a perfect pitchpig for the vaccine). Clorox comforts us when faced with fear of flu and that means the marketing has done its job. Consumers equate the brand with killing surface germs which right now, are enemy number 1. Stomach ache? Pepto-Bismol probably comes to mind. Brands that are consistent are like true friends. The ones you know you can count on to be there when you feel at your worst or simply when you need some reassurance. But those loyalties take time and only occur if a product delivers on its promise.
The recent flap about sugary cereals claiming they’re nutritional or that they help build immunity is only the latest in increased scrutiny from consumer watchdog groups. Claims that Cheerios could lower cholesterol were also under attack awhile ago. Marketers make such claims to pull ahead of the competition. If they tout these benefits in carefully worded ways they might not run afoul of consumer groups but to make a claim the main selling point of your product will always invite healthy skepticism. Tide and Coke are just a few brands that enjoy undying loyalty. They found the formula for success in good times and in bad, just like the perfect marriage.
P.S. After I wrote this post, Kellogg’s announced it would remove product claims that Cocoa Krispies builds “Immunity”.
As a relatively new member of Women In Toys (WIT), it’s been a delight to meet so many sharp, talented women in our industry, especially those with a passion for excellence and leadership!
Your name was brought to my attention because you are highly respected as a visionary and achiever and my prayer is that you might be willing to take a peek at our CEO profile and forward along as appropriate.
All Mighty Productions, Inc., is currently seeking a CEO for its Beantown Toys Company brand to oversee national roll-out of current and future toy lines and help identify resources for distribution networks as well as financing opportunities to support the company’s short and long term objectives.
Experience has taught me that women have an inherent and beautiful nature about themselves to support other women and that through your circle of influence you may know of someone who yearns for a change or a challenge. If you might let me know the best way to send along a copy the actual CEO Profile, it would be an honor.
I’ll be attending the 2010 NYC Toy Fair! Perhaps you will be there as well.
Arline, thank you in advance for your consideration in responding. I hope to hear from YOU!
BEANTASTIK best!
Ruth Ann Abrahamson
VP – Beantown Toys Company
Principal – All Mighty Productions., Inc.
(518)424-0036
Thank you for the kind words, Ruth Ann, I’m flattered. I will call you asap.