3 Successful Brand:
Pepsi - has changed its logo, and even its name, over the
years, but the soft drink company has remained relevant by catering to
customers. During the Great Depression, Pepsi branded itself as the cheaper,
tastier version of Coca-Cola. And in the ’50s, the brand targeted the untapped
African-American audience.
Nike - The athletic apparel giant has been able to succeed
for generations because it’s constantly changing to meet market needs. When the
company started in 1964, most people couldn't have even dreamed of the
Internet. And Michael Jordan was a toddler. But, as the years passed, Nike
geared up to compete. Imagine the outcome had Nike drawn its signature
"swoosh," then sat back and said, “We’re good for this generation.”
The swoosh would be dead and buried at this point.
So, the lesson is clear: If you want your brand to last more
than a few months, you should emulate Nike. At the core of this essential
strategy is communication. Branding, after all, is a feeling that founders
convey to staff, and the staff conveys to consumers.
Warby Parker - An affordable, stylish eyeglass retailer whose
philosophy encompasses sophistication, purpose and fun, Warby Parker has seen
steadily building consumer awareness and sales that have jumped by several
hundred percent each year since its 2010 launch.Co-founder and co-CEO Neil Blumenthal says the New York
City-based company--named for the obscure Jack Kerouac characters Warby Pepper
and Zagg Parker--tries to deliver on its promise by designing stylish frames
using premium materials and offering them at the game-changing price point of
$95, including prescription lenses.The company also has a "buy a pair, give a pair"
program that helps low-income men and women start their own businesses selling
affordable glasses and is one of the world's only carbon-neutral eyewear
manufacturers. "Warby Parker exists to demonstrate that you can be
profitable and do good in the world, at scale, without charging a premium for
it," Blumenthal says.
That positioning has struck a chord among consumers, says
Tracy Lloyd, partner at San Francisco brand strategy and design consultancy Emotive
Brand. "Today, consumers want their brands to matter more; they'll support
the brands that align to their values and are meaningful to them," she
says. "This give-back mentality really resonates with people."Of course, serving up a great user experience and a bit of
quirk doesn't hurt. Warby Parker emphasizes speedy and efficient customer
service, and offers innovative shopping experiences such as a try-at-home
option and a mobile retail pop-up shop housed in a renovated school bus.
Last year the company opened six new showrooms and doubled
its employee ranks. Blumenthal attributes the rapid growth in part to the fact
that the brand has meaning for many types of consumers, from style mavens to
the socially conscious.
3 Unsuccessful brands:
Rasna Ltd. - Is among the famous soft drink companies in
India. But when it tried to move away from its niche, it hasn’t had much
success. When it experimented with fizzy fruit drink “Oran jolt”, the brand
bombed even before it could take off. Oran jolt was a fruit drink in which
carbonates were used as preservative. It didn’t work out because it was out of
synchronization with retail practices. Oran jolt need to be refrigerated and it
also faced quality problems. It has a shelf life of three-four weeks, while
other soft- drinks assured life of five months.
Ben Gay - Having a big name behind a new product doesn’t
guarantee success – and sometimes it can even be a hindrance, if the brand is
too closely tied to a single product or image. Ben-Gay is most known for its
unique strong smell – and this pain-relieving balm’s warming/burning sensation
upon contact with skin. Not exactly a good fit for the Ben-Gay aspirin product
originally launched by Pfizer years ago. As an article noted, while the
products were associated in that they were designed for pain relief, people
just couldn’t get a taste for swallowing something made a brand they associated
with a burning sensation. Ben-Gay made the fatal mistake of attaching a
recognizable brand name to something totally out of character.
Microsoft's Zune - first introduced this portable media player in
2006, with several new generations of the device to follow. The Zune faced
several major challenges: namely, inevitable comparisons to the iPod, which
rules the portable media marketplace, and the fact that its software is only
available for Windows (so far). In a financial report covering the fiscal
quarter ending in December 2008, Microsoft said Zune revenues had decreased by
54%, or $100 million. Laermer blames the bust on several factors, including
software that was constantly changing and iPod’s head start of several years in
the market
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