Recently, I came across a post on LinkedIn about the backfire that Minute Maid experienced after rebranding their orange juice cartons. It was a massive lesson for Minute Maid and the marketing industry. In such a fast-paced world, brands must be constantly evolving. This is how companies remain relevant and move with the times. Brand Evolution is gradual and happens over time. Mcdonald's, for example, went from "We love to see you smile" to "I'm Lovin' It," keeping things fresh without completely changing the look of the brand. A rebrand, however, is more drastic, and while I understand why Minute Maid attempted that change, I realized there is a crafty way that companies can connect with their loyal and new customers by tapping into the past.
The Power of Storytelling
Last Thursday the 12th the Miami Dolphins played the Buffalo BillsLinks to an external site. for Thursday Night Football (TNF) and they wore their old1970s inspired jerseys giving fans a nostalgic feeling of their long standing rivalry with the Bills that started in the 1970s. They painted the end zones the same as when the Miami Dolphins won back-to-back seasons in 1972 and 1973. It built anticipation for the game and got much attention from their audience. New fans became even more connected with the brand because they became introduced to its history.
McDonald's also recently demonstrated the power of nostalgia with their Cactus Plant Flea Market Box.Links to an external site. This adult Happy Meal, featuring characters from the 70s, struck a chord with consumers, evoking a strong sense of nostalgia. This campaign was so successful that even those who did not typically visit McDonald's found themselves in the drive-thru line, all for collecting these nostalgic toys. This serves as a testament to the fact that invoking nostalgia can be a powerful tool for brand engagement.
A blast into the past is the key to successful brand evolution. It is new branding with a tribute to the past. Not only does this maintain loyalty, but it engages a new audience who is either participating because of FOMO (Fear of missing out) or growing to love a brand through the power of storytelling. Evolving a brand doesn't always mean moving on to the next best thing. Connecting with the consumers and using nostalgic feelings is the best-kept secret.
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