Thursday, July 29, 2010

Brand positioning case - Ben & Jerrys

Ben & Jerrys is one of my favourite brands. I can pretend that it's got all to do with the taste but... I woul

Ben & Jerry's!Image by Noeluap via Flickr

d be lying. And it's certainly expensive ice-cream to which my rational mind says: - don't buy it! But by then my emotions have already kicked into gear... I simply must have it, I crave it!

Luckily though, I manage to steer away from the ice-cream counter on most shopping trips - but if I've got a weekend night with me, myself and the telly I simply need B & J. So, what has it got that makes it so desirable?

A compelling personality
B&J is so much more than just ice-cream. Buying B&J is about making a statement about who you are. If you find yourself to be just a little bit wacky, a bit creative and in touch with your emotions - then you're sure to like the B&J brand. And if you like those personality traits in yourself - then you like B&J even more! B&J does ice-cream in a way that no one has done it before. It's wacky ice-cream with big bits and weird taste and ingredient mixes. It's fun, quirky and simply brilliant!

A brand story
B&J has a great story to tell. This amazing story is based on the beliefs and principles of the B&J founders Ben and Jerry who had a dream about making the best tasting ice-cream the nicest possible way - you can read more about that story here. And you should be able to trust those founding brand principles even today - despite Unilever buying B&J a few years ago.

Committed to serving good, honest ice-cream with a cause
B&J is committed to a bold social mission statement that should guide the way that the company and the brand interacts with the world.

All in all, Unilever appear to be committed to preserving the things that make B&J stand apart from other brands in the world. I really hope that B&J will be allowed to continue to develop the brand in its own right - I see so many more opportunities for the brand. I hope B&J will see them too!
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