If I said to you, "Joe, (if that's your name, if not, pretend I said your name) I think we should differentiate your brand by using your very own strain of bacteria". You would think I was off my rocker wouldn't you. "Bacteria? Like Semolina?" Well, not really, something smoother sounding. Some bacteria that sounded almost, cool. And it's a special bacteria, because it would be your bacteria. And consumers would be clamoring to buy your product so they can have your bacteria ingested into their bodies. Sound's pretty crazy doesn't it? Well, welcome to the world of yogurt.
Next time you are in the yogurt isle of your grocer, check out some of the brands of yogurt and the special bacteria that they promote as being it's "unique" type of "culture". Oh, yea, they likely wont call it bacteria, they cleverly disguise the fact that it's bacteria by calling it a "prebiotic culture" or "probiotic culture". But it's all bacteria. You also wont hear them advertise it as their own unique "strain". That wont sell yogurt very well.
But thats it, some yogurts differentiate themselves from one brand to the next with strains of bacteria. Promoting the benefits that each one's special bacteria has on your well-being. There are other differentiators, some are for kids, some are for seniors, some are for women, some are for teens. In a world where you and all of your competitors have virtually the same product and flavours, it comes down to how you are going to position your brand.
Let's take a look at some of the brands and the special strains of "culture" that each one markets.
Brand: Dannon Activa
Bacteria: The unique probiotic culture bifidus regularis
Claim: Clinically proven to help naturally regulate your digestive system.
Brand: Dannon Danimals® Smoothie
Bacteria: Natural probiotic LGG®
Claim: Proven benefits for positively affecting children’s gastrointestinal function, immune function, and oral health.
Brand: Yoplait Yoptimal
Bacteria: BB-12® Bifidobacterium lactis and LA-5® Lactobacillus acidophilus probiotic cultures
Claim: Contributes to healthy digestive tract flora
Interesting isn't it? What yogurt brand do you buy and why? Let me know, use the form below.
Thanks.
Rob
Will the Lexus brand go unscathed?
Ahh Toyota.
Now that’s a branding nightmare. Amongst other nightmares. In the middle of the biggest automobile recall in history and one of the biggest branding wounds in history, Toyota is going to have to do some serious repair work to it’s brand. Luckily for them, prior to this mess they got themselves in, they had one of the strongest brands in the world with some of the highest customer satisfaction rates of any company. So I have one question in all of this that I have not seen anywhere else: Where is Lexus going to be in all of this?
You see, Lexus is owned by Toyota. It is their luxury line of automobiles. But Toyota does something unique that specifically becomes beneficial in a time like this.
Toyota and Lexus are sibling brands. Two brands that share common parents, but have their own unique characteristics. If you did not have prior knowledge of Lexus being owned by Toyota, there is no way to discover that relationship by looking at the brands. There is no indication of the Toyota brand at the Lexus site and as far as most Lexus owners believe, they are two separate companies.
Toyota could have easily called their luxury line of autos Toyota Lux or Toyota Tops. But they didn’t. Lexus now, is in a very fortunate situation. Luckily for them, their brand is going to hold up quite well in this situation. Now, does that mean that sales are not going to decrease fro Lexus? It’s too soon to tell. But it does mean that there is going to be much less brand repair to the Lexus line than there will be to the Toyota line.
What this means for you, the business owner and marketer:
Most business owners and marketers are inclined to name all sub-brands with an inclusion of the parent brand name. But that’s not always the best situation. By separating the brands, the two brands can co-exist without confusing and diluting the other brand, especially if they serve two different markets. I believe the Lexus name will save Toyota millions of dollars in brand repair, only because the brands are separated.
If your business includes sub-brands, I’d love to help you to determine a branding strategy that works best for you and your business.
What do you think?
Are you a Toyota or a Lexus owner? What do you think about the Lexus brand? Do you think they will suffer as a result of the Toyota fiasco? Let me know, leave a comment below.
Ciao,
Robert Scozzari RGD