Manish Patel’s Post

We should all raise a chapeau to any brand or company that survives, evolves and thrives for over 155 years. Campbell’s Soup has gone beyond simple longevity. Thanks in no small part to the work of Andy Warhol, the ‘can’ is a piece of cultural history, an iconic symbol of the power of branding. A rare example of a brand transcending their everyday world and achieving cultural meaning beyond its function. So, are Campbell’s messing with the crown jewels as they make a small adjustment to their corporate moniker? No. Like lots of large FMCG companies, Campbells has evolved into a large portfolio of brands & sub-brands in a range of sub-categories under the broad headings of ‘meals, beverages and snacks’. Their growth performance shows they are doing a fine of job of managing this. Changing the corporate entity’s name and identity, matters – they want the identity to reflect their breadth and depth – but for most consumers or shoppers it will largely go unnoticed. It is primarily a B2B, investor decision. There is an architectural logic to it, given the above-mentioned iconic status of one of their brands and the diversity of their portfolio. Be in no doubt, they still LOVE soup. It would be wrong to say people do not care about corporations – they do – but in the end, when a shopper considers buying a packet of Kettle Chips or Goldfish crackers or an iconic tin of Campbell’s Tomato Soup, their primary driver is the brand on the product in front of them. Does it meet their needs? What were their previous product experiences? Or is it making an offer they find interesting or distinctive? Refreshing the corporate identity seems like a simple, sensible, commercial decision... messing with their iconic tomato soup tin might illicit a different response...  Read more:  https://lnkd.in/esJ4n64y #WhatBrandsDo

Great story about a brand refresh. Huge brand refrash. This is why brandwork is fun. It's homework and then strategy and then, hopefully, execution. Because it's amazing how often the execution doesn't happen. #brand #strategy

What’s the difference between a brand that hopes to succeed and one that’s built to be acquired? It’s clarity—clarity about your target audience, your market opportunity, and the value you bring to the table. 21Seeds is a perfect example. In just three years, they went from inception to acquisition by Diageo. How? By intentionally building their brand with a clear consumer and market opportunity in mind, crafting everything from their identity to their strategy to serve that vision. Instead of creating a product and figuring out who to sell it to, they flipped the script: 1️⃣ They identified their target audience—moms—and their unmet needs. 2️⃣ They crafted a brand identity and messaging that spoke directly to that audience. 3️⃣ They executed a brand strategy that reached their audience through the right channels: Pinterest, Instagram, Facebook, and more. This intentionality didn’t just win over consumers. It also positioned them perfectly for distributors. They knew their distributors were their first customers and created a clear playbook that communicated their value. By fitting seamlessly into distributor portfolios and delivering differentiation in a male-dominated tequila market, they built mutually beneficial partnerships that powered their growth. Key Takeaways: 🔑 Start With Clarity: Your target audience should shape your brand identity—not the other way around. Who are they? What are their needs? What’s the white space you can fill? 🔑 Focus and Depth Over Breadth: 21Seeds didn’t try to conquer every channel at once. They went an inch wide and a mile deep, winning over their core consumer before scaling further. 🔑 Communicate With Your First Customer—Your Distributor: If you can’t articulate how your product fits into their portfolio and drives value, you’re leaving potential on the table. 🔑 Be Intentional, Not Reactive: Many brands throw strategies at the wall to see what sticks. But if you don’t have a clear picture of your target audience and market opportunity, how can you craft a strategy that works? Building a successful brand isn’t about doing everything. It’s about doing the right things—consistently and with intention. If your brand is struggling to gain traction or scale effectively, it might be time to revisit your foundation. Who is your target consumer? How does your brand speak to them? And how are you communicating that value to your distributors? Without a clearly defined audience, market opportunity, and value proposition, your brand is just spinning its wheels—burning time, effort, and money while frustration builds. How are you ensuring your brand strategy hits the mark for both consumers and distributors? #BrandStrategy #MarketPositioning #DistributorRelationships #ConsumerEngagement The full interview with founder Kat Hantas on Brewbound is below, and is a must read for beverage founders. https://lnkd.in/e9N5sQbB

One of my favorite brands is now valued at $1.B after a new $67M financing round. They sell canned water. But it's so much more than water. Liquid Death was born from an insight of wanting to hold onto something at a concert that wasn't alcohol or a sugary energy drink, and not a traditional water bottle—a healthy alternative. Here's what I love about the company. ☑ Founder and CEO Mike Cessario believes in irreverent branding ☑ Everything started with a Facebook page, a video, and a little paid media ($3K), not some overengineered brand plan ☑ They have invested in brand marketing and are reaping the benefits ☑ They understand the value of community ☑ Every interaction with the brand is an experience ☑ They're having fun Affinity aside, they're the only brand I recall from the Super Bowl this year and didn't even run an ad—wild behavior. Today the brand is well-positioned for continued success, especially in the non-alcoholic beverage category. They posted triple-digit growth for the third consecutive year and the new funding will help expand distribution. Brand marketing is alive and thriving. I sold my soul.

Very few brands can achieve “category of one” status. Frankly the lines are blurry, with so much overlap it’s very difficult to distinguish an actual category of one brand. And in reality most brands aren’t going to get there…does that mean that you can’t be successful if you aren’t one? Absolutely not. Even if you never get there, becoming a category of one is still a useful way to guide your brand through the tricky process of differentiation. The issue that most brands have is that they think that because they don’t have a completely unique idea, that they can’t provide value to people. This is a cr*ppy excuse not to start a business. Most businesses started by copying someone else, taking somebody else’s idea, then listening very carefully to feedback, observing what their competitors are doing, and constantly trying to see where they can improve. Differentiation is a process, not a destination. And a long process at that. It takes years to carve out a truly unique approach. Don’t get disheartened if you don’t feel like you’ve differentiated yourself from the competition in the first few months. Trust the process, keep reflecting on how you can be better: - What are your competitors doing that isn’t working? - What’s your client feedback? - How is the market evolving? If you keep asking yourself the important questions and adapting, eventually it will simply become clear how you are different. Look at McDonald’s for example: They didn’t start with the idea of “fast food” as we know it today. They started as a hot dog stand (one of many hot dog stands) Then they moved to a BBQ restaurant Then they moved to a hamburger and milkshake stand…and after several years of trial and error this is where they adopted the “assembly line” process which allowed them to become the most successful and ubiquitous restaurant in the history of humankind.

Brand Strategies will help improve your business by 50% *** MUST LISTEN

April 24th! This week, don't miss the chance to hear great insights into how to build your private brands with our own Rebecca Hamilton and Jason Hobson from Giant Tiger. The webinar will delve into five key strategies to help your Private Brand maximize its potential. This webinar will provide actionable strategies to drive sales and stand out in the market. #foodretail #grocery #supermarket #privatelabel

On the 1st of October, I unintentionally started a pizza contest. And it led to strong opinions that show a crucial aspect of brand strategy. Papa John’s, Pizza Hut, and Domino’s were on the spot. And while the bright red Pizza Hut theme was called out, people didn’t choose because of it. They chose because of experience and connection. Or, in some instances, a sheer hatred of these brands. The nugget is, It goes beyond visuals; they’re very much secondary. People feel something when they come across your post or profile, whether you like it or not, but your secret sauce makes them return and feel any trust or connection with your business. It’s what your brand represents in minds and the emotions that are called out because of that. Want to know how to rekindle that magic for your business? I’m breaking it all down in my next newsletter that’s dropping this FriWe’ll We’ll dive into brand experiences, secret sauces, and staying relevant. Drop a “MOB ME” in the comments below for access.

I was incredibly reluctant to spill ink (bits?) on this topic when it first broke, but when Fast Company covered it, I couldn't restrain myself anymore. The headline leads to the premise of the article - "These converging trends leads us to an inevitable and important question: What the hell is happening to water?" I think this is a false premise. As with any category, when a disrupter has success the copycats will follow. I wouldn't state this as a trend until several of these companies can exhibit sustained success. The biggest problem I am seeing in these challengers is that none of them are doing anything truly unique, or tapping deeply into any culture. If they aren't outright rip offs of Liquid Death just with fake moustaches then they are the cousins at the brand family reunion that everyone was hoping would not show up. Mike Cessario has been consistent on the founding and design of Liquid Death: “How do you hedge against someone like Pepsi or Coca-Cola? You do something that they could never: something grotesque,” Hernández says. “Branding became their moat, because there’s no way Coca-Cola or Pepsi could even touch that with a 10-foot pole.” And he's done it with some of the best talent in the game (Stephen Nilsen, Andy Pearson, et al) Now other companies are trying to walk onto LDs field with the same playbook and win. They need to do something "grotesque." Or in this case maybe bright, cheery and positive! Not Beer and Spirit work as a joke and can probably pop some initial sales. Spirit even admits that they only intended to make one run. These are cultural copy paste jobs that can't resonate with consumers long term because they are brands built on what people are NOT enjoying. Andrew Katz likened Not Beer to the equivalent of a "Party Trick" and I agree. Do you think Coca Cola is ready to compete? I like the Smartwater drop in a sleek can, but reading this statement that seems to have fallen out of the brand-o-matic tells me that they are not. “expanding the occasion for Smartwater” was top of mind with the new design: “Whether that’s at a party, the beach, or a bar, we’ve got you covered with a pure, crisp hydration option,” Hate my opinion? Tell me so below. That's what the internet is for amiright? https://lnkd.in/eSFQur53

Sad news - I'm canceling the Gospel Springs part of the beverage brand... Other beverage startups weren't kidding when they said the constant iterations can get cuh-razy - and rebranding happens ALL the time. The shift in the message to America First and traditional American values wasn't connecting with the Gospel Springs name - it was confusing. Therefore, a rebrand is in order. What's going to change? - The name, logo, and slogan - Website - Target audience - Can design - Marketing video - 10% of profits will now go to the education and training of veterans entering the civilian workforce What's NOT going to change? - The overall message of American First: Traditional American Values, America Proud, American-Sourced, American-Manufactured, American-Produced - Product, ingredients, and beverage functionality (vitamins) - Commitment to transparency, integrity, and honesty throughout the startup process and beyond - Mission and vision - Funding campaign will be postponed - future date TBD I've poured (a much-needed beverage pun) so much into these last few months and this feels like a HUGE step backward - which it is - BUT - the brand will be stronger for it and increase the likelihood of its success. Thank you to those who continue to stick with me and offer resources and words of encouragement throughout this journey. You've made this process a lot more fun and bearable! The updated brand reveal will happen at some point next week. Onward and upward! Have a blessed Friday and weekend, everyone.