Friends, people repeatedly ask me if a brand can become positive after it has become negative. Can a product become successful in the market once again, after it has failed?
I will be discussing here two important aspects of Branding.
How to transform a negative brand into a positive brand.
How to establish a failure product in the market.
I will elaborate by giving you examples of 2 famous brands in India so that it is more easy and relatable.
The first brand that I will refer to is the famous brand of chocolate Cadbury, which has been adjudged as the best gift for any happy occasion.
A few years back, Cadbury experienced a setback. Some chocolates were found infested with worms and fungus. As the media reported this news throughout the country, Cadbury's chocolate reputation was tarnished. The situation was so grave that parents dissuaded their children from eating it even if they were their favorite chocolates.
Cadbury, however, was sure about the quality of its product. After a proper investigation, the fault was traced with the supply chain and its storage. Due to a substandard storage facility at some places, the packing was affected and the chocolates got infested.
Cadbury immediately swung into action and started a massive campaign to rectify the supply chain, storage, and packaging. They also appointed reliable and trusted actor Mr. Amitabh Bachchan as their brand ambassador. He was chosen because he is regarded as a positive brand. This association of Cadbury with Amitabh Bachchan once again made it the leading chocolate brands in the market.
Generally, it becomes difficult for a product to revive after a negative branding. But, if the product has the potential and is of good quality, then even after a failure, it experiences only a temporary setback.
The next example that I would like to share is that of Maggie.
This brand is popular from Kashmir to Kanyakumari and a favorite food item for children. Some years back there was a report against this brand, and the media took severe action. Packets of Maggie were thrown off the shelves and burnt. The business for Maggie suddenly dropped to Zero, and for several months Maggie was out of the market. Such an exclusive product, top ranking in instant noodles, seemed to have seen its end.
Maggie did not lose hope. As a corrective measure, it filed a court case and won. Thereafter, they published positive advertisements and stood up again.
People soon forgot all negative things circulated about Cadbury and Maggie and began to use the products again.
If a product, an enterprise or a person, has the potential, then no failure can deter them from standing up again. You must have read stories of hundreds of businessmen, who failed in their venture, were almost finished, they were almost written off, but they stood up again and wrote their success stories.
Faith in oneself is the key to turn failure into success. Cadbury and Maggie are excellent examples to show how a product that has failed can again become successful.