In the market of consumer products, there are a few brands that just stand the test of time. Think of brands like Coca-Cola, McDonald’s, and Cadbury; they’ve been around for most of our lives.
But what makes brands last? Is it a special tactic, well-kept secret, or is it just a good product that people love?
What’s the Secret?
Brands that build long-lasting products don’t have a single “secret” trick; they have three.
The first is generally having a good product that people love. McDonald’s is a good example of this. People love burgers, so they created a good-tasting burger that can be served quickly.
Discipline around brand identity is also important. Brands that keep their clear sense of who they are, even as they extend their range, last longer. The voice, packaging, and core premise must remain consistent so they can be remembered effortlessly.
Being careful with product extension is up there as well. Building outward can bring in extra revenue for a brand, but only if it’s done right. Coca-Cola shouldn’t make burgers, like McDonald’s, but they should be a part of the McDonald’s drink ecosystem.
What Are Some Popular Examples?
Guinness has been brewed in Dublin since 1759, and they’ve stayed disciplined about its core product for more than two and a half centuries. The brewery even has a 9,000-year lease at St. James’s Gate, signed by Arthur Guinness himself.
Levi Strauss has been making denim products for 173 years as well. Though the brand has expanded into other clothing products, they’re most known for their denim jeans due to their consistent quality.
Coca-Cola has also been on our shelves since 1886. Despite being over 140 years old, the formula, logo, bottle shape, and brand identity have somewhat stayed the same. There have been a few different variations of the beverage, but the red cola remains their staple.
In competitive spaces, like iGaming, we also see examples. Eyecon, an Australian game studio founded in Brisbane in 1997, has built a single product that’s still going strong after two decades as well. The game in question is Fluffy Favourites, and since its launch, it’s been a centre point of the iGaming industry, featured at also every online casino and known for its recognisable fairground visuals. It even allowed them to extend the title into a multi-product franchise.
What Connects Them
The four brands we’ve mentioned above operate in completely different industries, from brewing to fashion, FMCG, and digital entertainment. However, they’ve all managed to develop products that last 20+ years.
Though vastly different, they’ve all followed similar strategies. Each brand has stayed within its lane and developed outwardly in a way that’s justifiable. Guinness focused on global expansion before developing new products, Coca-Cola stayed with beverages instead of moving to edible goods, and Eyecon stayed with its profession, developing quality games.
The discipline each of the brands had in regard to its identity is impressive. They knew their strengths and weaknesses and played to them. This allowed them to build brands known for their products in their industry, allowing them to dominate their respective sectors for decades.
