Results for articles with tag 'snapple' (2 total)
05/13/2007 07:11:52 AM 
He talks about the frenzied desire to expand brands faster than their DNA can tolerate and highlights some examples of brands that have expanded slowly.
"But the Schultz memo is interesting and useful nonetheless, because it shows that even an iconic company that serves a highly addictive product can water down the immense value of its brand by expanding too far and too fast and in too many directions at once. Sadly, this is a fate that befalls many American companies. Time and again in recent years, we've seen small, cutting-edge and quirky brands gain critical mass — only to lose their charm and customer appeal after they engage in breakneck expansion.
Why does this happen? Companies can't help it, in part because the huge macroeconomic forces that dictate corporate behavior impel them to expand too fast and too wide. But at the same time, the powerful psychological forces that dictate consumer behavior can cause customers to recoil from the chains they once loved.
Many of America's best-known chains came of age in a period in which it was easy for companies to go public at a comparatively young age. And publicly held companies, whether they make turbines or tiramisu, are programmed to maximize efficiency and increase sales every quarter — no matter what. Inevitably, this mentality leads to the cutting of corners."
Gross goes on to talk about the problem rapid expansion caused California Pizza Kitchen, Restoration Hardware and Krispy Kreme and contrasts these strategies with those of slow movers, Trader Joe's and In and Out Burger.
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04/30/2007 07:36:30 PM
There’s a desire to simply be heard and noticed when you are up against higher spending and noisier competitors. However, your size is a strength that should be exploited, you should be proud of your size and think of your self as a leader in a niche. You should be a brand with a human, friendly personality that doesn’t chest beat or embrace the tactics of your larger competitors.
Snapple is a homegrown brand that charmed consumers with its homespun wisdom. It presented itself as an alternative beverage, in its product formulation, but also in the way it marketed itself.
That’s why it’s strange to see Snapple resorting to big brand tactics to reinforce its brand positioning of “Best Stuff on Earth”.
This is from the a recent press release.
"Everybody knows that Snapple tastes out of this world," said Randy Gier, Chief Consumer Officer for Snapple. "We believe the first thing anyone from this new world will request is the Best Stuff on Earth. NASA should seriously consider our petition because Snapple Green, White and Red teas boost metabolism, offer light taste and contribute to a healthy immune system -- great benefits for any life form."
While the as yet unnamed planet is more than 20 light years away, Snapple is already preparing to make its first delivery to the cosmos. Obtaining distribution rights for the new planet will give Snapple a first-to-market advantage. If the request is granted, the one-of-a-kind ready-to-drink tea maker may change all SKUs so packaging will read "Best Stuff in the Universe" rather than "Best Stuff on Earth."
Obviously, jumping on the news bandwagon is classic opportunistic marketing from a brand with a limited budget. However, the brand ego is out of control, Snapple is no longer just the “Best Stuff on Earth”, it’s the “Best Stuff in the Universe”.
Be careful what you wish for. This ego driven effort really calls to attention Snapple’s brand ingredients. The positioning may have been great years ago, when Snapple was better than a can of soda, but now it’s up against different “stuff”, is it better than organic, is it better than Honest Tea?
Is this something you really want to draw attention to?
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Articles for tag snapple (2 total).