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Topic: Branding
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Can You Stay Hype When You’re A Big Brand?
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I will be soon managing the “hypest” and biggest brand of an FMCG (fast moving consumer goods) industry. This brand is not only the 2nd on its market but is also growing at a steady rate since several years. The reasons for its success are:
- The brand is seen as the most hype and cool in its category, and benefits from excellent user imagery (meaning: cool people use the brand and the rest of the consumers know about it…)
- Its advertising/communication campaigns are the most innovative on the market (a fact acknowledged by both consumers and marketing associations)
- It has an appropriate price positioning
- The brand values match very well its consumer segment
This said, I am wondering whether there is a risk that the brand becomes so mainstream (remember, it has a huge market share for the category, and has around 30% share in its main demographic segment) that it loses it’s relevance to its core target consumers (the hype and cool people).
So what I am looking for are answers to these 3 points:
1- How big you think the risk is?
2- Do you know of any brand that had to confront the same issue and how did it deal with it and was it successful (I am thinking of the Puma brand which probably has this issue in some countries, but I am sure there are others)
3- What would you do if you were competing with such a brand?
4- What would you do if you were managing this brand?
I am really looking forward to reading your answers and I promise a prompt reply should you have any enquiry.
Thanks
Mehdi