We are passionate about branding and think it’s absolutely critical to create a strong brand by intentionally developing perceptions of your business. We are not alone in this belief, companies have huge marketing teams that work on branding, and spend millions of dollars establishing or refreshing their brand. Here are some interesting current branding moves:
Arby’s. Arby’s recently rolled out a brand refresh and new logo. The new U.S. campaign is “Slicing Up The Truth About Freshness”, based on the notion that the fast feeder is “slicing up” the truth about how Arby’s has been freshly slicing meat in its restaurants for nearly 50 years. The new logo is described as an “updated, modernized logo that stays true to the iconic hat, but also communicates Arby’s pride in freshly slicing meat daily in each restaurant.”
Fresh slicing of meat is certainly a unique differentiator in the fast food world. Is this new campaign believable for the average fast food consumer to understand?
Girl Scout Cookies. The iconic Girl Scout Cookie packages are getting a redesign for the first time since 1999! The new packaging includes stories of what today’s girl scouts do, the fun they have while doing it, and the important things they learn from the program: goal setting, decision making, money management, people skills, and business ethics.
Girl Scouts USA CEO Anna Maria Cháve says, “We have more than 50 million cookie customers across the country, and the cookie box is the most tangible and powerful way for us to communicate directly with consumers.”
We think this package redesign is an excellent way for an already reputable brand to increase awareness and expand their brand essence by sharing the ‘why’ they do what they do. The new packaging is sure to be a home run with girl scout cookie lovers everywhere!
Kraft Foods. Kraft Foods is positioning themselves for a brand refresh (and possibly a makeover) by spinning off their faster growing snacks’ business, which will be Mondelēz International. Kraft brands include Oscar Meyer, Velveeta, Jell-O, Planters, and of course the Kraft brand itself.
Jell-O (and pudding) will be one major area of focus, because it has lost a lot of ground in the kid’s snack category to yogurt, which is probably perceived by mothers as a healthier option. Cool Whip is also being focused on with a new co-branding campaign that uses characters from the Family Guy television show.
Stay tuned for an update on what strategic moves Kraft Foods will make to strengthen the position of their brands.