Delicious Branding

New Kraft Logo

Kraft Foods is undergoing a transformation as part of its turnaround efforts. Last week, the company unveiled some new ingredients to its corporate recipe – a redefined purpose, values, a new corporate tag line and a new corporate logo.

The branding jackals have already come out in criticism of the new positioning and, in particular, the new corporate logo.

I, for one, like “Make Today Delicious”… To me, this line passes the brand litmus test of simplicity.

Food company = Delicious. If you are a global food company, delicious is a highly desired association, isn’t it?

The best brand positions are stripped down to an essential idea, and I think Kraft has done a good job narrowing in on theirs.

I’d be interested in learning how Kraft is driving the brand internally, but one senses that they have taken to heart the importance of branding from the inside out. They refer to the brand as a rallying point for the organization and a driver of a high-performing culture. Certainly, “Make Today Delicious” lends itself well to an internal branding effort as it’s got that go-do-it, we’re-on-a-mission feel to it.

On the corporate logo, I have to agree with the critics that Kraft has packed in too many elements. I like a lot of the ideas though, such as the smile to represent reaction to delicious foods. Still, that’s one busy logo with so many elements. Of course, do consumers, employees and others really care? I don’t think they will be studying and dissecting the logo nearly as closely as students of brands, branding and brand design.

I always choose Kraft products. Why? I trust the brand. I feel like if it’s Kraft, I can feel good about my choice… I can feel assured that I’m getting a quality product. Some of the generic alternatives are less expensive and I might not taste the difference in a blind cheese test… but I still choose Kraft and pay more every time. It’s funny the way we’re programmed.

Do you think Kraft’s branding direction is delicious?

Keep it Simple, Sweet and Hot

Krispy Kreme

Originally uploaded by Anne Ruthmann

The best brands keep it simple. Some, like Krispy Kreme, should also keep it hot and sweet.

Allen Adamson champions simplicity in his book “BrandSimple.” A simple and meaningful point of difference for your brand, one that you’ll be able to embed in people’s minds, is key, he says. He calls it your essence, your brand idea.

The Krispy Kreme brand was built on its signature Original Glazed HOT doughnut, made from a recipe dating back to the 1930s. Up until the early part of this decade, Krispy Kreme was still considered a sweet success story and touted as one of the hottest brands in the U.S. But now, the company is on the watch list of brands that may not survive to see 2010.

What went wrong? Well, the healthier eating trend, for starters. Glazed doughnuts don’t add up to fat profits when consumers are looking for good things to add to their diets.

But the big brand boo boo for Krispy Kreme was straying from its position as the one and only HOT doughnut. They did it by choosing to go big and sell cold doughnuts… all of the sudden, you could buy Krispy Kreme doughnuts in grocery and convenience stores. But it wasn’t and isn’t the Krispy Kreme experience… lining up outside one of their stores for a hot glazed doughnut. Cold doughnuts? Krispy Kreme?

Did Krispy Kreme fall into the trappings and lure of big growth? Maybe. Expansion is good, but when it forces you to change who you are… well… that’s a problem. Can too much growth hurt a company and its brand value? In Krispy Kreme’s case, the answer may well be yes.

My view… say and be who you are. Be authentic. If you’re an indulgence, say it loudly and proudly. You may want to respond where you can to the healthy eating trend. Krispy Kreme’s competitors have done so, and surely there’s ways to be creative in how one adapts the brand… but don’t stray so far away from who you are that you aren’t you any longer. It’s not right, and it’s not true to the brand.

Is the Krispy Kreme brand dead? Not likely. We’re talking about a brand that’s become part of American popular culture. Some view Krispy Kreme as an American icon. Maybe it’s simply time for the brand to get back to its roots… to get back to simple.

Cutting the Brand Fat

I went to the grocery store last night, which triggered some thoughts on the explosion of product brands we’ve seen in the past decade.

The explosion is over. While we will continue to see shelves stocked with new brand choices, many food companies are going leaner and trimming the number of brands.

Heinz, for example, plans to remove two items for each one it introduces. Companies like Kraft and Sara Lee are also trimming the fat.

All of this makes good business sense in tough times… focus on your most profitable brands, right?

This may mean fewer choices for consumers, but that’s not necessarily a bad thing. Fewer choices can make our lives easier. And it’s also good for businesses. Present too many choices and consumers become confused… and a confused mind always says no.

Simple… is good.

Welcome to On Brands

Welcome to On Brands, a blog on brands and branding.

In their marketing classic “Positioning: The Battle for Your Mind,” Jack Trout and Al Ries say the easy way to get into a person’s mind is to be first.

Well, this blog is not first. I have no idea how many blogs are dedicated to brands and branding, but I know it’s in the thousands. Heck, the number may even be in the millions.

I do know this, though… Far too many blogs on brands and branding are academic, jargon-filled and full of $100 and $1,000 words. They say a lot, but they don’t necessarily add much value.

Keep it simple. Less is more. Shortening is the best ingredient in a blog.

Simple is good. And the best brands do a good job of keeping it simple, don’t they?

More to come.

Cheers,
David