Brand Personality: Case Study of Snapple and StarBucks

As a build up on our last post, which was about branding and brand personality, we delved deeper into understanding the impact of a change in brand personality vis-a-vis attributes, logo, or any other form of identity perceived by the customer to be unique to a brand or product, without proper consideration and analysis, and we stumbled on the catching stories of two different brands, Snapple and Starbucks, who had their fingers burnt in the brand personality change act.
And since we have your business at heart, in this post, we will be sharing with you the mistakes that were made, and how situations were remedied, for your learning pleasure. So, let’s begin with Snapple!.

The Snapple merger blunder.

The Snapple drink had an interestingly quirky personality. Comes in 52 or more different flavors, contained in a glass bottle with a top, that made a pop! sound, which says it’s going to be a good drink!. When Snapple started around New York City and its environs, the drink was first found in mom-and-pop stores, then it began to get into grocery stores.
The drink came at a good price and gave customers that ‘you-and-me’ feel of something you share with friends, family and loved ones. It was devoid of ‘corporate’ and was purely about real people. They had a commercial with a personality named ‘Wendy’, such that Wendy came on camera and read letters from customers about Snapple, what is called customer review today. So, it was like social media before social media.
Around 1988, sales skyrocketed and the brand grew exponentially when they started using their price, place, product and people formula. But they began to find it difficult to keep up with sales, demand, suffered stock out issues and, tried as they could, they couldn’t sustain the growth.

Around 1994, Quaker, which owned its own drink brand called Gatorade (a sports drink) bought Snapple, to save the day, it seemed. Quaker was a more popular brand so, according to Gatorade, they were going to leverage on the wide distribution system that Quaker already provides, in ensuring that Snapple is publicized. The plan was to merge both products to produce ‘the next big thing!’.
But it seemed that Quaker had failed to carefully consider and analyze their decision properly. Snapple had 52 or more flavours, Gatorade had only 8 flavours. Snapple is distributed door to door, Gatorade is distributed to storehouses. Snapple had dixie-peach as the endorsement, Gatorade had Michael Jordan. Hence, they were two brands with completely different personalities.
It would interest you to know that In the process of trying to merge these two brands, Quaker destroyed as much as 1.4 billion of value.
In 1996, Triac bought Snapple from Quaker, identified three wrong decisions and corrected them. They revamped the former Snapple advertising campaign by bringing back ‘Wendy’, they brought the quirky nature back, and made friends with mon-and-pop distributors again. So, in essence, they went back to the core of Snapple. According to them, Snapple is about the flavors, about real people, mom-and-pop distribution. This is what the customers think and this is what they will get.

Now, we move on to Starbucks!!.

Starbucks and the customer effect

inclide starbucks

Starbucks is an iconic brand found in 1971, in Seattle USA. Starbucks created a place for people to drink coffee outside their homes and offices, with a mission to ‘inspire and nurture the human spirit – one person, one cup and one neighborhood at a time’.
Expansion was global, rapid and resulted in new stores in various countries of the world. Starbucks offered their customers a relaxing and enjoyable experience in a special way by engaging them in casual and informal chats. But Starbucks would get into their customers’ bad books in a manner most unprecedented. During winter, specifically when Christmas is in the air, their mugs used to have the Santa art and color related graphic on them and their customers loved it as the cups represented the brand’s recognition of the season. Some schools of thought faulted this act and termed the Starbucks brand as being knitted in pagan festivals.

So, In 2015, the brand introduced a tone ombré cup having no seasonal symbol at all, with Starbucks saying that they decided to tell their holiday story with a purity of design.
The new design met most customers with shock and the brand faced huge criticisms, the height of it being that the company had no regard for Christmas. Although Starbucks explained that the cup was initially just about simplicity and not relating to the existence of Christmas, the following year saw the company presenting their customers with 13 red-and-white cups designed by customers – 13 women from 6 countries.
So, you want to get your analysis right before you change any identity form unique to your brand because it is what your brand means to the consumer. It is what they buy.
Treating all brands as the same and placing the opinion of the minor few ‘schools of thought’ above that of your customers, who are the major many, can be disastrous to brand personality, reduce market share, and, in the long run, brand value.

By now, you’re already seeing how important building a brand for your business is. why don’t you take the time to
contact us and let us help you derive the best way your Brand can appeal to your customers.

social media ads

How to get the best out of your Social media ads

Why do businesses find no significant impact on revenue growth despite increase in social social media spending?

Whatever the 2017 CMO survey says, One reality the world must come to terms with, especially with the covid-19 outbreak, is that social media advertising has come to stay and has been proven to be effective.
The statistics however are difficult to ignore as, according to the survey, social media advertising budget is projected to increase by 32% by 2018 and double by 2023 but synergy of social media with marketing strategy showed no progress from Feb 2012- Aug 2017. It is therefore not surprising that there was no clear-cut effect of social media advertising on business and revenue generation.

social media ads

There are currently over 3 billion people on social media, with Facebook, the world’s social media giant boasting of as much as 2.2million people. According to hootsuite 2018, The 8th reason why people use social media is to buy. Social media advertisement is easier to access, cost effective, adjustable to fit marketing budget and offers a wider audience reach even with a target audience clearly specified. Why then does it not show significant effect on business growth?

social media ads

Highly suspected is the degree of importance placed on the ads produced, as a core tool in driving lead generation and impacting the entire marketing process. Poor content, setting unquantifiable metrics and under-utilization of analytics to draw actionable insights are enough to make social media advertisements have no effect on lead generation, talk more, conversion, despite huge amount of money spent.

How much value do you place on the quality of ads used in promoting your business on social media? we have identified 6 nearly-indispensable nudgets to critically consider when using social media ads to promote your business.

Have a marketing plan that prioritizes social media advertising

Businesses must come to the realization that social media ads are not only here to stay but are poised to become a key factor in competitor analysis. Marketing agencies now use number of followers on social media, rate of engagement per post and other quality metrics in their competitor analysis for marketing communication campaign plans. Your advertising budget should be one that gives social media top priority. Whatever platform you are choosing, be sure to set aside adequate funds to put up audience-captivating adverts on social media.

Select and stick with social media platforms that best suit your product type.

While Facebook and Twitter ads have been shown to suit most businesses, advertising on Instagram may require some specificity of products. Promoting fashion and lifestyle products seem a better choice than promoting an agribusiness or an investment plan on Instagram so, choose wisely and do monitor your ads. Once there are indications that your ad is struggling on a particular platform, be proactive enough to stop the ad so that marketing funds are re-targeted towards platforms where your promotion is highly embraced.

Carefully choose a target audience but be creative in your choice.

The urge to want to reach the over 3 billion people on social media is one that many businesses and marketing units must curb to the barest minimum. Design a clear-cut social media advertising plan that targets a specific group of persons whether based on geography, gender, age, social status, professional/industry status, etc. But beyond this, you want to be creative about your choice. For example, a fashion business producing a one-size-fits-all gown and targeting promotion of the product to expectant mothers is an indication of creativity in choice of target audience.

Be deliberate about producing quality contents for your social media ads

It is often said that ‘content is King’. Your contents could be your goldmine or your worst nightmare. Bad contents are a complete buff off for social media users therefore, typographically flawed or excessively wordy content with no clear-cut direction are highly unacceptable.
Never post an ad without a visual!. Never! Facebook posts with pictures get 5.5 times more likes than those with only texts. But while a ‘no image’ ad is considered unattractive, an ad with blurry image could get completely ignored. Avoid passive, abstract images and always use graphics that connotes life and vibrance.

Make your ad contents relevant, if not, the social media space does have its own trashcan.

Begin to Incorporate the use of videos in your social media adverts if you have not started.

Social media users are fast embracing video ads and if yours is high quality and relevant, it may get more attention than it gets ignored. 46% of of respondents in Hoot suite’s annual customer survey are already using social videos, 26% are planning to use.
The use of true testimonial videos have been shown to convince social media users more readily than fiction videos so, you may want to start placing high premium on acquiring shot live videos from block-to-block costumers who show satisfaction upon being served by you.

Set metrics that produce actionable insights and make good use of your marketing analytics

It becomes uncomfortable to know that most businesses rely on influx of patronages only to measure their ads’ success and when this does not happen, they are quick to conclude their ads did not thrive. Are you considering the lead generation process that is set up from your social media ads? like the number of visitors to your website from the platforms where your ad is running? How many from there were close to check-out on your website but did not complete the action? that way, you could begin to consider using ads re-targeting, most effectively through display advertising, another digital marketing process, to bring back those visitors to your website so as to complete check-out. Hence, the effective utilization of marketing analytics is no mean factor in the integration of a wholesome marketing process and when combined with its earlier mentioned counterparts, it gives social media ads the wherewithal to impact revenue and overall business growth both in the short and long term.


Tips to take your business online during the covid-19 pandemic

The covid-19 pandemic may force the world to a standstill, but definitely not your business

Transitioning your business online during the covid-19 pandemic? What do you need to know?

Although Technology has provided all that businesses need to keep running regardless of emergencies, the very few internet service companies and online retail stores available as revealed by the advent of the coronavirus pandemic, show that the online industry has been grossly under-patronized and underutilized. Many organizations seem to have suddenly stumbled on this realization and there is currently an influx in the online transitioning of businesses into websites, social media pages and other online marketing platforms. Because you do own a business, you are not left out of this reality check and at this point, you ask, “where do I begin?” There are several resources available online for transferring your business into the online space but you do need a step-by-step guide hence, we have identified three core guidelines to ensure that the online transitioning journey is smooth and affords you a safe landing.

Obtain your online space

This simply means creating an online space for your business. This could be a website or a social media page, depending on whether your business sells products or offer services. A website may be more effective for online retail, but social media platforms like Facebook offer business pages that are capable of serving as the marketing, branding and sales point all rolled into one.

Build your online space

If you are starting out with a website, you would want to ensure the website is up to standard. You need to customize your home page and about page, set up your site to display the products or services on offer on nearly every page, have a gallery displaying your customer service portfolio, a highly functional contact page and easy checkout page, especially for online retailers. If you are not Tech or software savvy, you will need to employ the services of a website design expert to ensure that your website is set up and personalized to reflect what your business stands for. If you would rather start out with a social media page, it should also be personalized to serve your clients. Highly recommended is the Facebook business page because it provides features similar to that of a website, such as an about page, a personalized contact option, etc., not to mention the Facebook advert packages that come along with it.

Feed your online space

Your blog/social media page should never lack contents. Make it a point of duty to publish engaging and educative contents on your website/social media page as this determines the viability of your online space. You want to ensure that the contents on your online space is a mixture of marketing ads with strong calls to action as well as informative blogs and/or social media write ups that spell out the impact of your products/services on targeted businesses and daily life.

If you are sincere about ensuring visitors get the best of services from your website or social media page, you will need a web developer or designer, graphic designer, content writer/copy blogger and other digital marketing experts to set up and manage your online space but why handpick and accumulate an external workforce that is not necessarily needed?.

A reliable digital agency therefore provides the necessary requirements to handle all your digital needs and make online transitioning of your business smooth and salable.
At Inclide, Your online business transitioning need is our expertise. Our branding services ensure that your business style is unique to you. Whether you are just starting out with developing, designing and customizing your websites/social media pages to the right fit or you are worn out already from worrying about keeping your website/social media pages fresh and engaging, We take it upon us to drive the right customers towards you while you just focus on serving them.

We achieve this by creating blogs and social media pages with written and visual contents that captivate and foster massive confidence in your business so that visitors stay glued to your online space. Connect with us via our one-click phone contact button for the best of the online transitioning experience.

Post-coronavirus, Many businesses are liable to extinction and only with quality online transitioning and viability is your business sure never to make the number.