SUMMARY: Orville Redenbacher’s Popcorn is known the world over and loved by all popcorn aficionados. But that didn’t happen overnight.
The story of Orville Redenbacher and his popcorn is a fascinating one starting around 1951 with his partner Charlie Bowman and how they developed their new popcorn and decided to market it nationally.
“Why A Popcorn Icon Paid An Advertising Company $13,000 To Name His Company After Him” By Andrew Martin is about the power of good branding and a marketing strategy that worked for them, it
- Created a memorable brand
- Made a unique selling proposition
- Developed an emotional connection
Despite initial reservations about the large fee charged by the agency for their ingenuity Orville Redenbacher’s popcorn brand skyrocketed to world wide fame.
In essence, by naming the popcorn company after the individual, they’re leveraging personal branding to create a memorable and potentially successful business venture.
Andrew sums it up by saying “Sometimes the answers you seek are right in front of your nose. Although he paid an expensive price, a knowledgeable ad agency was able to set Redenbacher on the right path in breathing new life into his popcorn business, even if he had the solution all along, but just didn’t realize it.”
This is why it is important to consult a Brand Designer if you want to level up your business strategically. They will look at your ideal customers, mission and vision to create your visual brand strategy and set you on the right track for the success you are looking for.
This is a great article on why good branding and marketing is worth every penny.
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