What goes into a successful consumer-facing brand? A lot of thought, work and effort, and a little bit of luck.
Today’s market is full of new brands that are now becoming an everyday part of our language. But what makes them so successful?
Everybody knows that eating meat is bad for the planet, animals and our health, and yet we continue to do it for reasons many of us can’t articulate. But now a company has come along and said that we can have our animal products and eat them too!
The company, Beyond Meat, has come up with a way of making meat in a factory (not a factory farm) which is pretty much indistinguishable from the real thing.
The company, founded by a bunch of food scientists, has managed to create a food product with the flavor and texture of meat, but without using a single animal product.
Instead, it uses ingredients sourced directly from the plant kingdom and combines them in a way that fools most people’s taste buds.
Mark Bittman, a long-time food reported for the troubled New York Times says that he couldn’t tell the difference between the company’s fake chicken and the real thing.
The great thing about companies like Beyond Meat is that they represent what could become the next step in human food evolution. Now we’re actually making foods in factories that are good, not bad for the environment.
Beyond Meat estimate that their product uses around 99 percent less land, 95 percent less fresh water, 90 percent less energy and 100 percent fewer animals than traditionally raised meat.
Curves International is a weight loss company for women. It’s a great example of the importance of trademarking and franchising.
Secure Your Trademark, a trademarking company, says that if companies want to grow fast, they have to protect their trademark and use it to its fullest effect.
This is precisely what Curves International did. The company went from just a couple of outlets to more than 6,000 in less than 10 years.
Its rise is twice the speed of other famous franchises like Subway and McDonalds, illustrating the importance of making a brand approachable. Curves international accepts that curves are a part of life. It celebrates being a woman.
Dollar Shave Club
Has there been a more successful business venture in recent times than Dollar Shave Club? What began as an internet marketing stunt soon developed into a multi-billion dollar company, going up against industry stalwarts like Gillette and Wilkinson Sword.
Thanks to its clever advertising approach, Dollar Shave Club is now a household name, and it was all made possible with guerrilla advertising and subversion of the existing industry.
For years, razor manufacturers have been charging enormous markups for their razors. Dollar Shave Club said “enough of that, we can sell you razors for a fraction of the price while keeping quality high.”
Some men, sick of spending $50 a month on shaving equipment, decided to give it a try. When they found that they were saving money, they told their friends who told their friends and so on. The brand really snowballed from there.