See Andy's other stuff:

RSS Feed

Follow Andy

Contact Me >>

Welcome Back, Sucrets

We all have childhood memories of those metal Sucrets boxes.  Our treasured collections, mom’s sewing supplies, a home for pet bugs.

Those boxes were the essence of priceless, 75-year-old brand.  Irreplaceable.

So, inevitably, some moron (or committee) decided to switch to cheap-o plastic boxes. What an efficient want to kill word of mouth and brand loyalty!

Well, congratulations to Sucrets for getting your groove back – and your metal boxes.  I’m a customer again for the first time in years, and I expect that I’m not the only one.

Lesson 1: Your brand isn’t necessarily your product. It’s the product experience. Don’t mess it up.

Lesson 2: Old brands are part of our culture. They are also worth big cash. You can never hope for a deeper connection than that. If you’re lucky enough to own a classic, don’t let your 23-year-old brand manager screw up a 75-year old tradition. You can ruin an 75-year brand in one year, but it doesn’t work the other way.

Email to a friend:

Privacy: We won't save or reuse these emails.


Comments are closed.

Get My Newsletter!

Subscribe to Damn, I Wish I’d Thought of That! for a weekly email full of unusually useful ideas for smart marketers. Great marketing is about brains, not bucks. The best business ideas are easy to do, inexpensive, and fun. Learn to simplify your business, earn word of mouth, and thrill your customers:

Never display this again