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The Great Twinkie Chase—A Lesson in Branding

The Twinkie Template For Building An Eternal Brand –a (12/27/12) blog, talked about the ‘panic attack’ fans of the dessert cake experienced when they heard that the Hostess snack cake company, which makes the venerated cake, was going out of business due to a labor dispute.

Suddenly, it was national news that people were flooding stores and ransacking shelves in an effort to stockpile (and yes, in some cases, even re-sell for significant profit) the less than gourmet snack.

What the blog makes clear, however, is the intense connection that a brand can engender. And so, from the Disney Institute, comes these suggestions for how to build a brand as remarkable as the Twinkie.

Here are the three categories to consider, as put forth in the original blog:

  1. The Emotional Connection
    The strongest way you can bond your audience to your brand is through emotion, and the best way to create that emotional component is through storytelling
  2. Employees as an Emotional Engine
    Disney calls its theme park employees their “cast members,” and they all receive careful instructions on how they should present themselves to Disney guests.
  3. Build Repeat Business
    If your brand doesn’t prompt people to come back to you for more, how in the world will it have any longevity? That means you must make sure your brand truly connects with your target audience and that you continue to expand its appeal beyond its original buyers.

Read more at: http://www.fastcompany.com/3003356/twinkie-template-building-eternal-brand

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