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.