Tag Archives: logos

Turn Bags into Eye-Catching Branding

Have you noticed that some businesses are getting rid of plastic bags? Or maybe you haven’t noticed because you are too busy figuring out how to store or get rid of your own growing plastic bag collection! The average family gains 60 plastic bags in four trips to the grocery store.

Make no mistake – plastic bags are indeed a problem for the environment. According to the EPA, more than 380 billion plastic bags and sacks are used annually in the U.S. And, according to The Wall Street Journal, U.S. consumers go through 100 billion plastic shopping bags annually, at an estimated $4 billion cost to retailers.  It’s not just the cost that raises eyebrows – plastic bags are among the 12 items of debris found most often in coastal cleanups.

However, only eight states ban single-use plastic bags; 14 other states have laws that protect the bags. Why so few bans? A combination of factors including deep-pockets of the chemical industry and the political influence of retailers and restaurants account for plastic bag sales of roughly $1.4 billion in the U.S. alone.

As a result of the widespread proliferation of bags, lawmakers across the U.S. are banning or considering banning single-use plastic bags. Replacements include reusable bags which can also provide retailers with a great opportunity to expand their brand awareness as well as lessen negative environmental impacts. This, of course, present marketers with a place to make an impact for the environment and the store brand.

What’s your favorite bag to carry?

Group Activities and Discussion Questions:

  1. Poll students: Name stores that use their own bags instead of non-branded plastic bags.
  2. Plastic bag facts: https://conservingnow.com/plastic-bag-consumption-facts/
  3. Divide students into teams. Have each team select a store that currently uses non-reusable plastic bags.
  4. Each team should next design a reusable shopping bag for these stores.
  5. Have each team present their design in class.
  6. Vote on the winners.

Source:  Ad Week; Conserving Now; Politico

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Dunkin’ Drops the Donuts from its Branding

What’s the importance of a brand name? Brands have value. Brands help to define a company, its values and products, and branding builds an image in the minds of consumers. If a consumer hears “Nike,” or “North Face,” or “Luluemon” it immediate builds a picture in the consumer’s mind of that brand. So, when an established company undertakes rebranding, it had better be prepared for a lot of work and time to establish the new brand. The rebranding can be incredibly expensive and risky.

The latest rebranding is a move from “Dunkin’ Donuts” to just “Dunkin’.” The company claims that it has been on a first-name basis with its fan for a long time, and that its customers have long referred to the brand as Dunkin’, making this a natural fit. The original pink and orange colors of the logo, along with the original font, have been retained in the new logo, helping to retain the brand recognition.

Dropping the “Donuts” raises the question about whether Dunkin’ will be moving away from its core product in favor of a newer food menu (croissants, bagels?). The company claims that donuts are still a key focus for Dunkin’.

Dunkin’ isn’t the only brand to shorten its name. Recently, Weight Watchers shortened its name to WW, using the tagline “Wellness that Works” to help explain the rebranding. And, many people still erroneously refer to Kentucky Fried Chicken with its full name, even though it became KFC in the early 1990s.

It’s hard to change consumers’ habits.

Group Activities and Discussion Questions:

  1. Discuss the importance of branding.
  2. Using the Top 100 Global Brands list as reference, poll students about the top 10 global brands: https://www.interbrand.com/best-brands/best-global-brands/2018/ranking/.
  3. Which brands do they think have been able to gain mind share? How?
  4. View the Dunkin’ Donuts web site: https://www.dunkindonuts.com/en
  5. What should the company do to roll out the new brand standards to consumers?

Source:  Advertising Age, New York Times, other news sources

 

 

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Sun-Maid Raisins Gets an Update

 

Do you remember the last time you bought raisins? It may have been awhile if you are like many consumers who look for the newest products on the market.

Raisins have been a staple of many families; that box of Sun-Maid Raisins in your pantry is from one of the oldest farm cooperative organizations around. Sun-Maid has been in business since 1912 and the cooperative is owned by family farmers who grow raisins and grapes in the Central Valley of California. However, although longevity can be a powerful statement for a company, it can also keep a company from being seen as relevant and up-to-date by today’s younger Millennial consumers. This is the case faced by Sun-Maid.

For the first time in more than 10 years, Sun-Maid will be launching a nation-wide marketing campaign to attract new consumers. The challenge is clear: Raisins are not a top-of-mind snack and faces many challengers for valuable grocery store shelf-space. Consumers are attracted by innovative, new foods. And, while Sun-Maid has launched new flavors of sour raisin snacks, the need for a makeover was clear.

Maintaining growers is also crucial. Raisin acreage in San Joaquin Valley has declined and raisin crops have been replaced by higher value crops including almonds, wine grapes, and other crops. The challenge is to increase consumption, retain growers, and gain new consumers.

What kind of snack do you buy?

Group Activities and Discussion Questions:

  1. Discuss how to build and use a SWOT analysis grid: strengths, weaknesses, opportunities, and threats (internal and external factors).
  2. Review Sun-Maid Raisins: http://www.sunmaid.com
  3. For Sun-Maid, break students into teams and have each team build a SWOT analysis grid.
    1. Strengths: what is company good at?
    2. Weaknesses: what needs work?
    3. Opportunities: what is going on in marketplace?
    4. Threats: what should company be wary of?
  4. Based on the analysis, what are the issues and risks that might occur?
  5. Debrief by building SWOT analysis grid on the white board. Does this give a good picture of the situation faced by Sun-Maid?

Source:  Rodriguez, R. (19 August 2018). Will adding a sour kick get millennials to eat raisins? Fresno Bee.

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