Whether you’re an in-house marketer, a consultant, or an agency, hearing the words “We have no competitors” can be the kiss of death for the brand. Competition is good, but here is how young entrepreneurs screw it up sometimes…
Don’t be confused. You, the consumer, are the product of branding. The doctrine of “no-self” in Buddhism describes the idea that there is no single, indivisible, permanent self. You are not your perceptions, your thoughts, your feelings, not even your body that replaces every component of itself many times over during a lifetime. There is no permanents self, but what you call your self is… Read More »A Brand is a set of values.
What do Groot and Baby Yoda have in common? They both think Baby Nut is a poser.
The Planters Baby Nut ad is an example of poor brand storytelling. The Baby Nut campaign undermines itself and the brand. It makes me not want to buy Planters nuts. More generally, this ad campaign violated a couple of basic brand storytelling principles, taking a risk and trying to make us care, only to roll everything back and strip out any emotional investment in the story, or the brand.