When brands go to the dogs

Ben & Jerry’s this month introduced a line of frozen dog treats – which sounds like an April Fool’s joke but it is not April, and it is true.

One might wonder whether the introduction of a frozen dog treat could damage the flagship Ben & Jerry’s ice cream brand?  Probably not, argues Mark Ritson argues in Marketing Week. In fact, he contends brands have more room to take risks and make mistakes than they typically allow themselves.

He points to three examples:

• Experts thought Porsche’s 2002 entrance into SUVs would damage the brand’s reputation for performance. In fact, the Cayenne model has proven wildly successful and has been a huge boost to the brand.

• When a Chinese car manufacturer purchased Volvo and shifted much of its production to China, pundits wondered whether it would be the end of the line for that iconic Swedish brand. However, the brand’s reputation for safety is now even stronger and sales have flourished.

• The online fashion retailer Boohoo – an up-and-comer in the UK -- was accused of grossly underpaying its factory workers. It was a huge story. No one cared. Its market cap is now greater than that of its timeless rival, Marks & Spencer.

One thing about these examples is that none of the so-called blunders had a direct impact on consumers. Not really. Most people probably were unaware Volvo had been sold.  Porsche didn’t stop making cool sportscars when it introduced the Cayenne. If you like Ben & Jerry’s ice cream, you might think Doggie Desserts are weird, but it doesn’t make your Cherry Garcia any less delicious.

I had never thought of it this way before, but established brands that wreck themselves tend to do so in slow motion, by failing to adapt or take risks, not in one fell swoop. 

Blockbuster, Oldsmobile, Sears, Atari, Borders – the demise of these brands took years. It didn’t happen because of a single decision or a single controversy.  Lesser known brands probably have less room for error (cough, cough….Robinhood?….cough, cough) but a strong brand usually has some latitude.

Meanwhile, my fingers are crossed that I’ll be grilling some Meow Mix salmon steaks for my family this summer.