If there was ever a great example of a strong intersection, it’s the Reese’s Peanut Butter Cup. What can we learn about branding from this confection?
1. Make it easy to imagine experiencing something different.
Reese’s has had many marketing campaigns but the the iconic one is their “You got chocolate in my peanut butter! You got peanut butter in my chocolate! Two great tastes that taste great together… Reese’s Peanut Butter Cups” series. Here are two of those vintage commercials:
Can you possibly watch these and not taste the flavor combination… and want a peanut butter cup?
2. Create a mythology.
Does anybody really believe that peanut butter cups were created by some happenstance? Does anyone really know?
It doesn’t matter.
Hershey’s advertising was genius when they got us all to imagine that freak accidents led to people craving their combination. And who hasn’t dipped a bit of chocolate in the peanut butter jar just to relive that possible discovery?
If you can create a mythology – a universally inspiring experience – then you are well on your way to creating something iconic of your own.
3. Be willing to be different.
Some people hate chocolate (poor misguided souls…). Some people hate peanut butter. These people are really going to hate peanut butter cups. But there are millions of people who love both and who positively swoon at the idea of combining the flavors. Trust that the same is true for your own intersection.
4. Concentrate on what works.
Former Hershey employee and dairy farmer, Harry Reese started his candy company in 1923. It was five years before he created the peanut butter cup. During World War II he discontinued producing other types of candy and made peanut butter cups the center of his business. After his death, the company was sold to Hershey in the early 1960′s for over $20 million.
I don’t doubt that he sold lots of other kinds of candy but Reese will always be known for the special combination of chocolate and peanut butter.
Are you trying to make too many different kinds of candy? Do you have a combination within your brand that merits more focus?
5. Extend your line.
Chances are, you’ve tried one of the variations on the traditional peanut butter cup. There have been dozens: dark chocolate, white chocolate, minis, pieces, crunchy, ice cream bars, etc. Variations arise from changing a flavor element, the size, the texture, delivery, and packaging. There are seasonal (peanut butter cups eggs for Easter) and even regional varieties. Did you know a blind taste test showed that the Canadian version was far superior to the American candy. There have been dozens of options and enormous profits from extending the successful Reese’s line while retaining the brand’s focus.
Focusing on what works doesn’t mean only doing one thing. Very few companies could grow if that were true. How can you offer variations on your strongest current product or program?
6. It ain’t about the logo. And it is.
The Reese’s logo hasn’t changed much in over 70 years. The yellow script letters surrounded by the distinctive black outline create an iconic, retro look of their own.
Branding is much more than a logo. It’s about expectations and reputation. Don’t obsess over having the perfect logo. Obsess over exceeding expectations so that when people see your logo their mouths start to water.
7. Retain your brand essence.
Though there are many variations, you always know what the Reese’s experience is going to be: that fundamental intersection of chocolate and peanut butter. Can you imagine a Reese’s Coconut Cup? No, that’s a Mounds bar. Or a Reese’s Gummi Cup? Uh… gag. If you’re struggling with your own brand, think about how you want people to experience your brand.
Essence is a compelling word for this. Vague brands are weak – and less profitable. Great brands offer something pure, clear and unmistakable. What is your essence?
By Laurie Foley
Laurie Foley helps solo professionals discover their natural brand so that they can get clear, get noticed and get clients. Sign up to receive your free copy of The Inner Brandifesto, her popular guidebook full of brand-building exercises.
{ 3 comments… read them below or add one }
Oh my gosh, Laurie, this is a brilliant analysis of fabulous branding! And many people are truly devoted to their Reese’s, no waivering!
Great stuff!
.-= Martha Carnahan´s last blog ..Conan for President =-.
I like how you’re continuing to explore the intersections. However, not to come off too brand-curmudgeonly… regarding point 5, there is a fine line between brand extension and brand (and resource) dilution. Reese’s only experimented with some of those variations after years of firmly establishing the identity of the flagship offering. If your brand essence is not yet understood (or formed) this can be a very easy time to lose your way or confuse your market.
And I’ll go ahead and chime in on logos too: I agree that it is easy to obsess on the logo when it is more important to obsess on understanding the brand essence. The logo is there to trigger recognition and association. For that reason it benefits from being different, not a copycat. Don’t play it safe. Remember job one of branding is recognition. So don’t obsess on the design until you know why you’re obsessing on the design. Until then obsess on creating a consistent intersection of recognition and meaning. Which brings up my last point, the three Cs of branding: Consistency, Consistency, Consistency.
@Martha – Thanks for dropping by! Chocolate inspires me.
@David – You illuminate – thanks! And I agree with your points whole-heartedly.