Thursday, February 11, 2010

How to give yourself a BAD reputation

I talk a lot about the importance of effective brand management to my clients, because it's arguably the most important element of your corporate marketing.

Your brand is the collection of words, thoughts and impressions that pop into the consumers' mind when they hear your name. Everything you say or do reflects either positively or negatively on your brand. You could have the best advertising in the world but if your brand image is poor, you won't be successful.

Case in point: McDowell Ovens.

They make bread crumbs. At Sobey's at least, they have great shelf space which, for packaged goods companies, is one of the most important marketing strategies.

But look closely at the package: "For all your bread crumb uses."

Wow - what a revelation! Here I thought I should use bread crumbs for non-bread crumb uses! (that's sarcasm, in case you didn't catch it)

Packaging (and specifically, what you put on the package) is also a key marketing strategy for packaged goods companies. They had an opportunity to write anything they wanted on their package, and they chose that ineffectual statement. This packaging decision damages their brand. All the good they did for their brand by obtaining key shelf space is undone by their packaging laziness.

I bought a competitive brand.


The lesson for ALL businesses (packaged goods or otherwise): please, please, please look at ALL you do (from packaging to answering the phones) and consider whether you are enhancing or damaging your brand reputation.


Any other examples of exceptionally poor or exceptionally effective packaging?

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