The good thing about many entrepreneurial start-ups nowadays is the fact that their brands is really so refreshingly eccentric and charming. Frequently they succeed by creating new space in mature groups that nobody ever anticipated, and also the persona from the founder could make these brands much more distinctive and memorable. Two classic examples are Burt Shavitz for Burt’s Bees, acquired by Clorox in 2007, and Ben Cohen and Jerry Greenfield for Ben & Jerry’s, purchased by Unilever in 2000.
When they were acquired however, there is an instantaneous fear the folksy benefit of each brand could be compromised through the soulless culture of the huge worldwide corporate proprietors. The counter culture, individualist personality from the founders (i.e. the “face of the trademark”), including their concentrate on local, organic ingredients and socially responsible initiatives, had performed a pivotal role for his or her success. Fortunately their brand integrity was preserved.
The important thing to effective branding would be to cultivate a psychological reference to consumers, ideally by creating an interesting, beloved brand personality. Burt’s Bees and Ben & Jerry’s share much the same traits which have renedered their brand so unique and captivating:
• Their unconventional personalities have grown to be unforgettable icons that strongly attract more youthful people, particularly, who are able to connect with their maverick ways as well as their “hippie niche”.
• The country charm of the product origins, Maine and Vermont, plays a role in the passionate, progressive picture of these emotion driven brands, based on the founders’ self-deprecating humor and humble authenticity.
• The emphasis for those their goods is on nature, using local organic sources to strengthen their wholesomeness, making their brands more credible
• A vital dimension of the brand appeal is the social mission (B&J’s mission statement includes “making the planet a much better place”) and community mindedness, giving something back in your area with techniques that delight Millennials.
Burt Shavitz, initially from Manhattan along with a genuine hippie, died lately at 80. His weather-worn face, thick beard and conductor’s cap continue being the visual image of the trademark. Together with his partner, Roxanne Quimby, they began Burt’s Bees, an individual product company, back in 1984. In 2003, he was purchased by Roxanne just for $4 million and Clorox later got it in 2007 for nearly $1 billion. But no regrets by Burt. He simply stated the land he resided on was worth much more to him than all of the commercial buzz and stress all that cash. These lower-to-earth values reflect to some extent individuals of Millennials, who care more about doing something “significant” versus an obsession of power and cash.
Ben Cohen and Jerry Greenfield were also transplanted New Yorkers who have been intrigued with the country charm and genuine honesty of Vermont. They began this ice creamery in 1978 in Burlington, and shortly offered stock to local Vermont residents wishing to “to spread the wealth” for his or her community. Both were enthusiastic about their mission of giving to society, with sourcing from local organic dairy farms, no artificial hgh, developing chemical-free containers, and making fair-trade and organic ingredients important.
Probably the most encouraging area of the story behind these brands as well as their corporate takeover may be the recognition from the unique integrity of every brand by Clorox and Unilever, both very sophisticated and smart companies. It had been a rocky start for Ben & Jerry’s however, with Unilever seeking synergies and lounging off many employees. But Unilever eventually recognized the merits of the progressive culture and gave B&J more autonomy. Ben & Jerry’s even grew to become a b – Corporation lately, an accreditation by B Lab, a non-profit group that designates a business which upholds high social and ecological standards.