Something I've learned in my business life is how to maximize the value of your brand. When you create a brand from the ground up, you deliver not just a product but a promise of what the consumer should expect from that brand name. Once created, that brand name holds a perceived value and meaning to the consumer above and beyond the base value of the product it is attached to. I wonder why some companies create a brand and never cash in on what they have built.
One brand in particular has consistently delivered a powerful message for decades now. But why have they not put the power of their brand to its full potential? Everyone loves 'I Can't Believe It's Not Butter!' So why don't they deliver to consumers a full breadth of products:
'I Can't Believe It's Not Ground Meat!'
'I Can't Believe It's Not Parsley!'
'I Can't Believe It's Not HFCS!'
'I Can't Believe It's Not Eggs!'
'I Can't Believe It's Not Marmite!'
'I Can't Believe It's Not Dog Food!'
'I Can't Believe It's Not Bottled Water!'
'I Can't Believer It's Not Chicken!'
There's so much opportunity, and they're really missing the boat.
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