A manufacturer who introduces a new product with a “build-it-and-sales-will- come” attitude could have a product on his hands that no one wants to buy. The Edsel and the DeLorean are two prime examples. Cool cars, sure, but the marketing problems surrounding them ultimately did them in. And how about Betamax VCRs? The VHS format’s triumph over the superior Betamax became a classic marketing case study.

You can look even further back to see why sound branding can make or break a product. A recent issue of Advertising Age printed a list that named the leading brand in each of 25 product categories, first in 1923 and then in 2005.

Names like Kodak, Wrigley’s, Hershey’s. Nabisco, Gillette, Coca-Cola, Campbell’s and Goodyear are still leading their product categories after 82 years. Only five of the 1923 category leaders had lost their leadership in 2005.

Looking over the list reminds us that branding is not a new concept. It was developed in the 1800s as markets extended geographically. Not only did manufacturers need to find a way to communicate the value of their products to people far away who were not aware of their reputation, but they also needed to find a way to create demand for their products over their competitors’. That’s when companies turned to branding.

The Ad Age list also reminds us that if you make the effort to get your branding right to begin with, you will have a brand with staying power. In today’s complex marketing environment, there is no magic blue pill that assures branding success. It begins with results-driven research and planning, tied to reliable and unique marketing strategies and creative implementation.

The warning here is that implementing tactics without sufficient planning will not sustain even the best brands or even the best intentions. Planning is crucial. MillerWhite, LLC offers several formulas that can help build and sustain your company or product brand.

So which products, according to the Ad Age list, have lost their leadership position over the years? Duracell has replaced Eveready in batteries, Cheerios has replaced Kellogg’s Corn Flakes in breakfast cereal, Arrow has replaced Manhattan in men’s shirts, Dove has replaced Ivory in soap, and Dial has replaced Palmolive in toilet soap. Undoubtedly the result of good planning!

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