Originally Posted by crabboy
Isn't that a good reason to stress the brand name over the product?
Possibly, but I got the impression that this guy's beans aren't selling as well as the other Heinz products and corporate is not happy with this. He didn't want to spend his advertising dollars helping out the ketchup division.
The guy from Heinz (in a previous episode) admitted that beans was not a "glamour" product.
That would have been the first thing Don would have jumped on. My inner Don Draper is yelling something like: "How do you expect me
to believe in your product when you
don't even believe in it! [slam table] It's no wonder your sales are falling and they'll continue to fall unless you get behind it like you're asking me to! [feign disgust] You don't need to give me a 'glamor' product. I can make anything
sell, but only if you let me sell it the way I know it will sell!"
Oh shoot, the client just got mad and I got fired. I guess I'm no Don Draper!
Would anyone say "Heinz beans taste better/are more nutritious/please my family more than brand X" ?
Sure they would. You tell them it tastes better. Then people buy the product and believe it's better than the other products even if it's really the same crap. Then they keep buying it. Really, that's how it works!
(Whatever happened to Brand X, anyway?)
In this case VanCamp's
is still doing very well in the bean business. Click on the link to see a yummy burger and a delicious corn on the cob. There is also some slimy goop in the foreground.
Brand loyalty is always stronger than product loyalty. Tide detergent has the best brand loyalty in the business despite the fact that Proctor & Gamble makes several "competing" brands and admits that there is no significant difference between them. If your company makes a variety of products, reinforcing the brand name helps them all.
I'd argue that this is the opposite situation. Unlike Heinz, Proctor and Gamble knew that their names wouldn't sell anything so all of their products have different brand names, even the ones that are the same stuff. For some reason people keep buying stuff that has a certain label on it.
Tide has been the most popular detergent for decades but why didn't P&G call their new fabric softener product "Tide Fabric Softener"? Because P&G never relies on brand loyalty so they called their new fabric softener "Downy". This proved to be the right decision. P&G has had great success with advertising new brand names for every new product they release.
Heinz painted themselves in a corner by being the ketchup company and thinking that would make people think their other products were good. It doesn't always work that way. The solution could be to do what P&G did: emphasize less on the brand name and more on some catchy name for the product.
Note that VanCamp's has "New Orleans-style beans." Don would have come up with that!