How to guide your brand
into a different era?
The constant evolution of consumer perception as well as market specificities raises a lot of questions when it comes to brand relevance. Heritage, image, and values are challenged by social evolution. They can turn into assets or, on the contrary, deeply damage the brand identity. To stay ahead of the curve, strategic thinking and adaptability are the keywords.
A bow tie and an impeccable smile.
For more than 75 years, the world-famous Uncle Ben’s rice brand promoted itself through the image of an African-American elderly man. This was a strongly racially charged symbol that eventually led the company to instigate a complete makeover. In 2020, in the aftermath of George Floyd’s murder, the character disappeared from all brand communication and a new product name was implemented Ben’s Original.
In 2017, Marilyn Kern Foxworth, author of the book “Aunt Jemima, Uncle Ben, and Rastus: Blacks In Advertising, Yesterday, Today, and Tomorrow”, explained in the New York Times why this representation had become problematic – the use of a black person as the face of a white company, the bow tie being evocative of servants and the title ‘uncle’ formerly used to refer to older black people. “The only time blacks were put into ads was when they were athletic, subservient, or entertainers. Consumers then started to want images our children could look up to and emulate”, Ms. Kern Foxworth underlined.
In 2017, Marilyn Kern Foxworth, author of the book “Aunt Jemima, Uncle Ben, and Rastus: Blacks In Advertising, Yesterday, Today, and Tomorrow”, explained in the New York Times why this representation had become problematic – the use of a black person as the face of a white company, the bow tie being evocative of servants and the title ‘uncle’ formerly used to refer to older black people. “The only time blacks were put into ads was when they were athletic, subservient, or entertainers. Consumers then started to want images our children could look up to and emulate”, Ms. Kern Foxworth underlined.
It's time to turn the tables.
The story of the transformation of Uncle Ben’s into Ben’s Original shows us how brands can be affected, through time, by changes in perception. What, for years, was a strong empowering heritage can quickly be seen as an irrelevant, outdated, or offensive origin. This raises a crucial question: how can a brand evolve without losing its identity?
Belgium offers a particularly interesting field of experiments when trying to suggest some answers to this question. For historical reasons, the Belgian health insurance sector is directly connected to politics and religion, with most of the private health funds referring very explicitly to Christian, Liberal, or Socialist roots, while the others are resolutely advertising their neutrality.
In this instance, the heritage defines not only the positioning of each brand on the market but also defines the market itself, forcing every actor to work around the outdated link to religious or political views. At first sight, that situation may seem beneficial to all the actors of the sector, as it empowers in some ways their respective brand positioning while ensuring captive audiences as well as high customer fidelity. However, a closer look leads one to think that it is actually more of a burden, as Brand Strategist Eliza Kowal-Bourgonjon explains: “The fact that the sector competes within this historically defined structure leads to stagnation, as people tend to stick to their insurers out of habit, seeing few clear consumer-driven reasons to change. Now that the first player in the Belgian market has decided to abandon this mindset, it will be interesting to see how the sector will evolve in the coming years.”
Belgium offers a particularly interesting field of experiments when trying to suggest some answers to this question. For historical reasons, the Belgian health insurance sector is directly connected to politics and religion, with most of the private health funds referring very explicitly to Christian, Liberal, or Socialist roots, while the others are resolutely advertising their neutrality.
In this instance, the heritage defines not only the positioning of each brand on the market but also defines the market itself, forcing every actor to work around the outdated link to religious or political views. At first sight, that situation may seem beneficial to all the actors of the sector, as it empowers in some ways their respective brand positioning while ensuring captive audiences as well as high customer fidelity. However, a closer look leads one to think that it is actually more of a burden, as Brand Strategist Eliza Kowal-Bourgonjon explains: “The fact that the sector competes within this historically defined structure leads to stagnation, as people tend to stick to their insurers out of habit, seeing few clear consumer-driven reasons to change. Now that the first player in the Belgian market has decided to abandon this mindset, it will be interesting to see how the sector will evolve in the coming years.”
The best a man can be - Short film by Gillette Global.
Branding for the next generation.
Adjusting to ever-changing societal values, especially in the social media era where the market is immediately impacted by public perception, demands a clear and in-depth strategic approach. Is the transformation of a brand a necessity – as it was in the case of Ben’s Original – or is it an opportunity?
In 2019, Gillette endorsed a completely new brand story for its razors, redefining the classical masculinity image linked to its products in light of recent societal evolution.
In 2019, Gillette endorsed a completely new brand story for its razors, redefining the classical masculinity image linked to its products in light of recent societal evolution.
In 2019, Gillette endorsed a completely new brand story.
Its motto - ‘the best a man can get’ - which echoed a dated mindset of male domination was replaced by ‘the best a man can be’, with a clear focus on self-care and awareness, completed by a second slogan: ‘the next generation of men is watching’.
Although Gillette was not prompted to do so by peer pressure, the company seized an opportunity to respond on a strong social topic – toxic masculinity and the rise of the #MeToo movement – to stir a discussion and fuel its own storytelling.
Although Gillette was not prompted to do so by peer pressure, the company seized an opportunity to respond on a strong social topic – toxic masculinity and the rise of the #MeToo movement – to stir a discussion and fuel its own storytelling.
A story waiting to be told.
We can see in this example how proactivity can be an asset and how thorough analysis of the market and its evolutions is the key to brand relevance. In this regard, research is essential. Keeping up with social changes and confronting them not only with the image but also with the values of your brand will allow you to answer this crucial question: should I change, or should I stay? Or, to phrase it differently: is my idea of my brand in phase with its image on the market? In the end, it’s all about writing a story, your story, and staying in control of that storytelling.
Heritage can without a doubt be a major asset. It brings recognizability, legitimacy, and leverage, while at the same time strengthening the brand equity. But it needs to be looked upon with a critical eye, and its relevance must be constantly questioned. Is it still relatable to the different targeted communities? And to the new generations of customers? To the new social values? And let’s not forget that a change in positioning can also lead to a change in management. Rethinking your past may very well be the key to ensuring a bright and smart branding future.
Heritage can without a doubt be a major asset. It brings recognizability, legitimacy, and leverage, while at the same time strengthening the brand equity. But it needs to be looked upon with a critical eye, and its relevance must be constantly questioned. Is it still relatable to the different targeted communities? And to the new generations of customers? To the new social values? And let’s not forget that a change in positioning can also lead to a change in management. Rethinking your past may very well be the key to ensuring a bright and smart branding future.
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