Hain Celestial Group, the natural foods and organic personal care enterprise, just reported less than stellar results. This is not the first financial quarter that disappointed management, investors and Wall Street. There have been performance issues since 2016. This is a shame.
A brand is a promise of a relevant, differentiated trustworthy experience. Defining a brand means knowing the functional, emotional and social benefits of the promised experience; the values of the customer; the personality of the brand that appeals to those customers and the features that bring the benefits, values and personality to life.
Once there was a really fun, spirited airline that flew out of Dallas, Texas. This airline positioned itself as “The End of the Plain Plane.” And, so it was. The idea was to relevantly differentiate the airline brand from the competition; to provide customers with a really appealing alternative.
So I was contacted by a young brand strategist this week, asking whether he could ask me a some questions about brand strategy.
A couple of years ago, it was really clear that drivers who needed rental cars did not want to drive EV rental cars. A long wait at the rental car desk in Albany, NY – the New York State capital, showed the absolute horror of being assigned an EV. Customers said “no” while being told that this was their only option. Frustrated customers walked away to the competitors’ counters.
