radio 5 live

radio 5 live

How To Build A Brand | Radio 5 Live Interview With Sammy Blindell | Stephen Nolan

2w ago
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http://www.howtobuildabrand.co.uk | Subscribe To This Channel To Receive Our Regular Brand Strategy, Branding, Marketing & Business Growth Tips :) In today's latest branding news, Stephen Nolan of Radio 5 Live asks Sammy Blindell from How To Build A Brand: Are Mars Foods Killing Their Brand With Their Latest Brand Strategy? Sammy says: "From a brand building perspective, this is a great move for Mars. Many companies have gone on an all out mission to change their recipes so they 'fit in', creating a totally different taste to their original products, just so they can claim they are a healthier alternative. Others have focused their marketing budgets on simply making their products look healthier, replacing sugar with sweeteners, which are more dangerous than sugar in many ways. Take Tesco's classic green pesto for example. It contains as much fat as a Big Mac burger. WeightWatchers sauces have at least a teaspoon of sugar per 100g, which is in the same league as Dolmio. Do we see either of these companies stepping up to do something about it two years before Sugar Tax is enforced though? No. Mars Foods have taken it very seriously and made a very bold move as a big brand to do something about it, two years before they even need to. The problem is that in a bid to make their brands look more healthy, many of the big food brands are replacing sugar for artificial sweeteners, which is probably more carcinogenic than the sugar they already have in them. The branding of these products is massively important however, because they need the products to look so appealing that people don't even think to look at the label. People trust what they see on the package. Even when they do look at the labels, they don't really understand what they are looking at. This isn’t just a health disaster waiting to happen. They are affecting the taste and people then turn from being brand fans to brand critics who never touch their products again. That’s what Miles and I call BRANDALISM! If you look at the greatest brands of all time, they built strong reputations that were born to STAND OUT and stick by their values. For Mars to stand their ground and say - "Hey, we're not going to change our recipes, because they are the best they can be and we have a strong brand for a reason. Yes, 5% of our product portfolio are higher in fat to maintain their authentic taste, but we’re encouraging you to be responsible about how often you eat them”. This is a great brand message. It means they keep the integrity of their company, the integrity of their product and the integrity of their relationships with their brand fans. Many brands of all shapes and sizes could do with learning from them. All in all, Mars have created an extremely positive brand message if loyalty and brand advocacy is what they are looking for! Listen to the full interview here... Remember to subscribe and pop your comments below :) For further help or advice, please get in touch with our friendly team at advice@howtobuildabrand.org.