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August 23, 2021
Today on RBDR: Ipsos EVP Emmanuel Probst discusses how society’s cultural changes have motivated varied established consumer brands, like Uncle Ben’s and Aunt Jemima, to replace their brand names and identities in order to extend the life of the brand.
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Bob, I’ve listened to this three times now and I’m left wondering two things. First, Emmanuel talks freely about legacy brands that have shifted/changed what they are doing (Uncle Ben’s and Aunt Jemima come quickly to everyone’s mind in this discussion). I’ve not seen, nor does Emmanuel talk about any data that says these changes were good for business. That is, both companies could have introduced new brands and let the old ones fade away, but they decided against that tactic. As researchers, we should care whether that is a good sales decision (I’m ignoring the business responsibility issue on purpose). The second point is that Emmanuel believes that brands have to be culturally aligned. Does that mean that brands actually have a short shelf life – that what’s good for the next five years might then change?