Friday, October 7, 2011
My first post on MarketingDaily covers the perhaps surprising success of Reese's, Hershey's top-selling candy brand. Reese's made it onto Landor's 2011 list of Breakaway Brands, taking its place alongside Apple and Facebook and some other brands you'd more expect to be there.
So how did Reese's do it? Turns out it took a back-to-basics approach closely following the principles laid out in The 22 Immutable Laws of Branding, written by Al and Laura Ries. Does this mean that all brands should follow this same approach? Not necessarily. What has worked so well for Reese's may also work well for other CPG brands--but perhaps less likely to work for brands in other categories.
Posted by Martin Bishop at 9:11 AM