There are several things we can learn from big brands when it comes to branding and market share- and most of these are applicable to your small business. We’ll get right to the point, and tell you that the one great thing brands do is focus their product development and marketing efforts on one thing.
A long time ago, Campbell’s soup came out of their comfort zone to put a new product out on the shelf- ketchup. At the time, Heinz and Hunt’s dominated this market, which, they still do today.
In a blind taste test, Campbell’s ketchup outscored both Heinz and Hunt’s tomato ketchup. Who would have known that a company primarily known for creating soup, would bring a better product to market to replace the ketchup brands that were already being consumed?
When Campbell’s launched their new brand, they fell victim to widespread complaints-
“the ketchup is too soupy”
“the ketchup tastes like soup”.
Campbell’s was so well known for the soup they put out, that consumers were unable to differentiate from it. In their mind, the ketchup took on the texture and taste of the soup they were so well known for. We could go on to discuss consumer psychology and behaviorism, but that’s not what this blog post is about.
What can we learn about Campbell’s soups ketchup failure?
Your brand can only be one thing to your consumers.
You can’t be the best soup and ketchup maker on the market.