Entrepreneurs wish to look into the longer term, however it typically is smart to additionally look into the previous of a model and attempt to establish forgotten associations which have helped the model succeed. What sort of associations must you be in search of? Properly, it actually is determined by 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 components 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 deliver the Colonel again a couple 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 response to then President Kevin Hochman. However “It wasn’t nearly bringing again the Colonel for advertising functions, Hochman stated, however bringing KFC founder Harland Sanders’ concentrate on high quality again as nicely, 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 development in addition to grow to be a part of (pop)tradition.
One other instance could be Hershey’s chocolate reaffirming its affiliation because the model of alternative when making smores round campfires with your loved ones and pals, one thing you can argue was already a part of American tradition (Hershey’s is already seen because the model of alternative 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 an increasing number of human connections (particularly throughout Covid lock downs).
5 Thought Starters
1. You probably have the chance, undergo the model’s archives to know why the model was created within the first place and keep in mind what values and imaginative and prescient the founder(s) embrace and lived by.
2. Speak to very long time staff in regards to the firm, its worth and the way it has advanced over time. Ask them what was completely different then versus now. Ask them to share their very own tales in regards to the firm or the founder.
3. Have a look at the model’s gross sales historical past and establish 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 establish these property that had been notably profitable for the model after which attempt to perceive why?
5. Speak to very long time shoppers or older shoppers in regards to the model and attempt to establish what related that 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 guide The Model Positioning Workbook
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