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Noooooo! Twinkies and Ho Hos are dying…


News Alert from The Wall Street Journal: Hostess, the maker of iconic treats like Twinkies, is shuttering its plants and liquidating its 82-year-old business. A victim of changing consumer tastes, high commodity costs and strained labor relations, Hostess ultimately was brought to its knees by a national strike orchestrated by its second-largest union.

My prediction:

  • People will start hoarding Hostess cakes
  • Massive social media craziness supporting the brand
  • Someone smart will buy the brand and revive it within 6 months

Remember: A brand is the single most valuable thing a business can own. An 82-year-old brand that is known by 100% of Americans is priceless — and impossible to build from scratch. You can’t create an iconic brand, you earn it though decades of awesomeness.

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  1. Michael Weiss November 16, 2012 at 10:13 am #

    I say we all pool our money and buy the brand!!!

  2. PadgettshCom November 16, 2012 at 1:07 pm #

    You, my friend, are right on. The Hostess brand is too valuable to vanish forever. Someone will step in and take advantage of the opening.

  3. Lee Fogel November 17, 2012 at 10:32 am #

    Absolutely right-on with your thoughts and observations here regarding Hostess.

  4. Tim November 28, 2012 at 4:40 pm #

    Pontiac, Amoco, Encyclopaedia Britannica… Unfortunately brands do disappear forever and no amount of Social Media frenzy can guarantee they return. Perhaps Social Media has a large part to play in the demise of a brand. People wake up and realise that “Hey, everybody else thinks ‘x’ product is crap too!” and (seemingly instantly) people walk away.
    Of course, I could be wrong…

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