Household Brand Names Fade Slowly (Recon Thursday/Positioning)

Hello, I’m Jim Glover, That Branding Guy for Once a Day Marketing™.  Today is Recon Thursday and we are discussing brand stature and how a brand that was a household name for years is making a comeback.

You may recall that last year Hostess, maker of such treats as Twinkies, Ding Dongs and the iconic Wonder Bread, went out of business.  At the time there was an outpouring of public sentiment and a rush to snap up the inventory that remained on store shelves.

According to a recent Associated Press article, Flowers Foods, Inc. purchased five breads brands from Hostess for the sum of $355 million, surely hoping to tap into the nostalgia for the Wonder Bread brand.  The familiar bread along with the three others, returned to store shelves this week.

Flowers’ strategy is likely to prove to be a good one.  Re-launching the brand which stirred customer emotions and captured hearts may be able to lure consumers back to a brand that clearly had excellent name recognition and a large percentage of mindshare.

Brands such as Wonder Bread and Twinkies are so much a part of our culture that they retain their value and mindshare.  Other companies are willing to invest in purchasing them to leverage their mindshare and, as a result, iconic brands are slow to fade away.

Once a Day Marketing™ positions brands to become #1 in the minds of target customers.  Visit our website at www.onceadaymarketing.com.  Contact James Glover at (505) 501-1330 or email glover@onceadaymarketing.com.  Listen to Ask Those Branding Guys™ every Monday at noon (MDT) streaming live on SantaFe.com KVSF 101.5 FM.

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