7 Iconic Branding Strategies That Did Not Age Well

Renowned companies have attempted various branding strategies over the years in hopes of creating a lasting impact on their consumers. However, not all of these initiatives prove to be timeless. Let's delve into seven iconic branding strategies that failed to endure

The Rise and Fall of Generic Store Brands

In the 1970s and 1980s, generic or store-brand products were becoming increasingly popular, as consumers sought to save money and benefit from the convenience of recognizable quality from their local grocery stores. Nonetheless, they struggled to establish the emotional connections that iconic, product-specific brands could offer. Despite early success, these generic brands eventually sank in the market, unable to maintain consumer loyalty beyond their economic value proposition

The Restructuring of Kodak

Kodak was a standout company in the early 20th century, ruling the market for film cameras. However, the shift to digital technology in the 1990s presented significant challenges to the brand. Rather than embracing the change and evolving to include digital offerings, Kodak attempted to patent the technology behind digital cameras. This instead hindered the brand's progress and led to their downfall. In 2012, Kodak filed for bankruptcy due to their ineffective response to industry shifts

The Hotlix Bug Candy Debacle

The founding of Hotlix in 1994 created quite a stir with the launch of their edible insects. While their initial marketing campaigns promoted the idea of trying these bugs, they ended up being a niche product catering to a very limited audience. In conclusion, their attempt to engage with consumers by shocking them came across as morbid, pushing the product out of the mainstream

What Went Wrong With Flashy Marketing?

Companies like Absolut Vodka,001 and others have utilized vibrant, exaggerated marketing campaigns for their products. To some extent, these tactics were successful, capturing the imagination of consumers. However, the designs became a pop culture spectacle, drawing attention away from the actual brand message. Eventually, the initial shock factor couldn’t sustain sales, leading consumers to move on to the next draw

The Aggressive Marketing of the '70s and '80s

In the past, companies engaged in pushy marketing tactics to drive sales, capitalizing on every opportunity. Print ads and television commercials were saturated with bold claims and charismatic spokespeople. While they resulted in increased sales temporarily, these aggressive marketing approaches rapidly built consumer resistance. With the rise of regulations and shifting consumer sentiments, pushing products onto consumers became unpopular, resulting in a lasting negative impact on brands that persisted with this strategy

Why We Don't Talk About Naturalyze Any Longer

Created in the 1990s, the UPC brand Naturalyze committed to organic and healthy supplements. The company once positioned themselves as the “wine grower’s nutrition partner,” to emphasize their adherence to a lifestyle that aligned with CONSUMER values, at the time. Nonetheless, Naturalyze eventually became engulfed by a series of scandals, ongoing financial struggles, and failed attempts to partner with major retailers. Instead, the brand's once promising image is now marred by public distrust

The Loser of Ride Sharing: SideCar

SideCar was among the many ride sharing companies established to combat the security concerns of utilizing stranger-driven apps. Despite gaining popularity locally, their user-base never expanded due to the lack of marketing efforts and emphasis on branding. As other companies like Uber and Lyft grew in popularity, the network weakened, reaching a point where it ceased operations in 2015

The Seemingly Endless Fall of GTE

GTE Corporation became Verizon in 2000, after their acquisition by Bell Atlantic. GTE presented an image focused on advanced telecommunications services, aiming to be the do-it-all company. Although they were on the cutting edge of communications technology, their attempt to offer every possible service they could led to brand dilution. Consequently, the focus eventually refocused on core competencies

The Rise of the bygone Mascots

In the mid-1970s, New Coke stood out as an iconic branding failure. The company's decision to alter their classic taste resulted in a severe backlash from customers who refused to accept the change. Considering the overwhelmingly negative feedback, Coca-Cola eventually returned to their original recipe, a move that later received critical acclaim as a savvy marketing decision. The tragic demise of New Coke continues to serve as a classic lesson within the marketing realm

The Glowing Brand: SunFish

The innovative Instream TV world was briefly conquered by SunFish, with the ambitious goal of creating rich-surfacing advertisements. By working closely with television stations and cable providers, they connected companies with consumers. Unfortunately, they did not make a significant impact in the TV advertising space and ceded before fully realizing their potential.

The Life and Times of Gatorade

The birth of Gatorade dates back to the 1960s, initially created for the University of Florida football team, specifically to help combat heatstroke during the intense Sunbelt games. Recognizing the potential for commercialization, the team's coach along with the University's Athletic Director entered a partnership with Stokely-Van Camp. Over the years, the branding of Gatorade experienced a metamorphosis, with an emphasis on athletic endorsements as the driving force behind its marketing efforts. This made their products closely associated with high-performance athletes, leading to a widespread popularity that endures today

The Debut and Decline of Burger Chef

Burger Chef was once the stalwart competitor to McDonald's. Introduced in the mid-20th century, the chain, founded by Donald Smith, was initially maintained by a straightforward menu set and its customers, hence, the 'classic burger brand.’ Later, Burger Chef experimented with its menu, distinguishing itself from its competitors. However, the firm quickly became vulnerable to a changing market with the entry of competitors such as McDonald's, yielding the sales needed for continuous growth, as well as fierce competition from the golden arches.

Lessons from the Past

Each of these pioneering branding strategies failed in their respective markets, highlighting the inevitability of change in the market. Evolution of your branding is inevitable to gain customer loyalty, failing to do so can lead to falling out of favor in consumer consciousness. Cpluz continually encourages its clients to stay original and attentive to their customer base through digital innovation and creative communication, contextually applying past mistakes to cultivate forward-thinking strategies and designs

Contact Cpluz at info@cpluz.com or visit cpluz.com for professional branding and design solutions.