How and Why Kellogg's Built Brand Classics

In recessionary times, when financial markets, governments agencies and major institutions are unable to deliver the “feel-good” products/services that consumers demand; shoppers will (most often) turn to more promising sources of strength and assurances. When times are tough, consumers will consistently select the brands and branding, that transports them back to the “good old days”; with the promise of a secure and familiar experience. In many cases, consumer satisfaction is derived from a form of entertainment, clothing, food or automobile.

Typically, consumers believe that days from the past; are/were somehow better. Even people too young to remember, will entertain feelings of fondness for places and products, that inspire the feelings of happiness; from the “good old days.” When there seems to be no reprieve from their daily miseries, people will reminisce about the things that have represented stability and integrity; in their life. They become nostalgic for the simple and genuine articles, that they perceive as classic and authentic. So, when the going gets tough, the toughest brands turn to the past; to help consumers feel better about the present.

Consider for a moment, some of the brand building strategies that Kellogg has implemented, in the marketing some of their more popular products; to consumers. For example, the Cornflakes advertisement, promotes that it has been considered "The Original and Best" since 1906. To further reinforce the classic/traditional message, Kellogg's has utilized vintage Normal Rockwell pictures, to remind consumers of how traditional; Cornflakes really are. As well, the company's Rice Krispies Treats are also represented in print, television and websites, in such a way that it consistently reminds consumers; that "this classic delicious snack has been making memories for kids and parents alike for generations." You can see how this ad is not at all elusive or illusionary. It focuses on Family and Tradition. Two things that strongly influence a consumer's memories of the “good old days.”

Successful Internet Marketing and digital PR firms have realized and accepted, that the past is making a comeback in brands; and in branding strategies. The most resilient brand names have put forth the effort, to ensure that their products/services can be revived as classics; for many years to come. The companies that are the most successful at this approach, will closely associate their brands with positive feelings and experiences, and encourage future recollection of these memories; when times get tough.

My Memo (Back) to GM: Reconsider Your Chevy Branding Position

Recently, GM executives sent a memo to their employees, instructing them to stop referring to the company’s most famous product as a “Chevy”; when making mention to dealers, family and friends. With this move, it would seem that the company (GM) is making an aggressive effort to disassociate itself with a brand, that has become one of the most recognized names on the planet; and an icon of popular culture.

Consider for a moment: How many companies have earned enough consumer devotion to a product, that customers have generated an affectionate "pet name" for it? Coke, Bud...Chevy? This has been the positive end result, for some of the most recognized brands in the world (like Coca-Cola or Apple), who have repeatedly demonstrated consistency in their branding strategies; year after year.

I am certain that the GM executives are aware, that in an effort to encourage sales and promote consumer awareness/loyalty in the past, their branding strategies have made a promise to Chevy customers. As a result, this promise is heavily reflected in the Chevy car or truck buyer's immediate and future expectations of the company, product and brand. Not only have consumers selected the popular Chevy brand because it meets their basic needs, but also because the brand has promised a certain quality or style; that they have grown to rely upon. And, when a recession hits and the competition for diminished auto sales increases, the details that seem insignificant to GM, may suddenly become increasingly important; and heavily influence the Chevy consumer's consideration/purchasing process. Perhaps, it will be enough to entice more Chevy customers to address the question: "Have you driven a Ford lately?"

For a company that only a year ago had to be bailed out of bankruptcy by U.S. taxpayers, and is still predominately owned by the federal government, GM should seriously reconsider their decision to omit the popular nickname (Chevy); that clearly embodies half the appeal of their flagship brand (Chevrolet).