When a significant amount of change happens around a brand, the status of the brand can change, too. Why? Because even though it may not do anything differently or evolve in and of itself, a brand simply might not have the same pull outside of a particular framework or environment.
The classic example of this phenomenon is the “spin-off” television show. Sure, some spin-offs have been successful—All in the Family lived on through Maude and The Jeffersons, and Buffy the Vampire Slayer launched Angel –but we’ve all watched with trepidation as other spin-offs have sent beloved characters to their doom. (I still cringe a little recalling the sad fate of Joey from Friends and The Ropers from Three’s Company.)
So, what makes some brands continue to be successful in a new world, while others fall flat? It’s a complicated calculus, to be sure—but much of the answer lies in how connected fans are to the brand itself, rather than to the brand within a particular environment, or a particular situation.
The recent scandal-laden departure of Lance Armstrong from Livestrong, the cancer charity he founded, is an example of a brand trying to live on without an iconic face.
Will Livestrong live on without Lance? Quite likely. After all, the organization has a large community invested in its mission, and that mission doesn’t change with the founder’s departure. While Armstrong’s dramatic fall from grace will loom large in Livestrong’s story for quite some time to come, his bout with cancer and successful recovery remain undisputed facts—and that’s the only thing Livestrong is using Armstrong’s name to promote now.
Image courtesy of Wikimedia Commons
In another example, Oprah Winfrey’s iconic talk show ran for 25 years, adapting to a significant shift in content over the decades as Oprah’s own profile eventually surpassed that of even her most famous celebrity guests. These days, her billion-dollar empire includes a film and television production company, a cable network (OWN) and a publishing arm, as well as product endorsement and co-branding deals galore.
Without her five-day-a-week show, however, is Oprah’s brand less potent or meaningful? For me, the answer here is a little more complex than in the Livestrong case. While Oprah’s devoted group of fans (largely women in their 40s, 50s and 60s) isn’t necessarily going anywhere, she’s certainly less omnipresent on-screen since the shift to cable, and I can’t help but believe that means her capacity to draw new, younger viewers is far less certain.
If Oprah intends to launch new initiatives or evolve old ones, she’ll need to find a way to gain new audience share, or risk exhausting the eyeballs and wallets of her faithful followers. At the moment, I see Oprah’s future as somewhat ambiguous, even though, as one of the most famous brands in the US and across the globe, there’s no question that her chances are solid.
Can I say the same for Hostess?
Twinkie and Ding Dong lovers went into official mourning when Hostess finally got approval to dissolve its company and sell off its key assets. This may be the last gasp for the larger brand; but I doubt it’s the last gasp for the cream-filled lemon-yellow cake some claim could survive a nuclear holocaust.
Image courtesy of Wikimedia Commons
Twinkies are one of those key assets Hostess intends to pass to another company—complete with recipe, trademark and devoted fan base. (Remember how Converse shoes and Schwinn bikes were able to pull off similar transitions?)
People don’t buy Twinkies just because they love Hostess products (though there are undoubtedly Twinkie addicts who love Fruit Pies and Ho Hos, too). People buy Twinkies because they love Twinkies—and within a healthier business framework, Twinkies will prove to be a terrific asset for the right company.
So, you see, when brands navigate change, their capacity to adapt and survive depends in large part on:
- the circumstances around the change
- how the brand originally gained the high profile or status enjoyed before the shift.
Brands wanting to stay or become more successful ultimately have three big steps to achieve. They need to:
- continue to provide tangible, unique value
- expand their audience without alienating the fans they already have
- leave behind the aspects of their brand that don’t benefit them, while hanging on to the ones that do.
. . . or maybe Oprah could just buy a truckload of Twinkies for her audience? Problem solved!
The post Livestrong, Oprah and Twinkies: What Can Brands Do To Survive Change? appeared first on Teradata Applications.
