Going back to move brands forward in tough times
Monday, June 21st, 2010By: Allen Adamson
Did you know that Kellogg’s Corn Flakes has been around for 104 years? I picked up this little bit of breakfast trivia when I picked up a newspaper and saw an ad touting the fact that the cereal has been “fat-free and cholesterol-free since 1906.” Now, I’m pretty sure folks back in 1906 didn’t pay as much heed to dietary requirements as folks today. But the folks at Kellogg’s being the great brand professionals they are, know what it requires to keep a brand healthy, including the need to keep it relevant. In my recent article in Forbes Online I write about why heritage brands are going so strong today, and why, when times get tough, marketers go back to times that consumers perceive as having been more comforting and familiar. As you dig into your bowl of Kellogg’s Corn Flakes tomorrow morning, I invite you to read what I have to say. It’s likely to be more comforting than other news of the day.
courtesy of Forbes.com





