Heinz is one of the world’s most iconic and memorable brands. To this day, I refuse to buy any other ketchup than Heinz ketchup. The topic of brand loyalty has long intrigued both manufacturers as well as advertisers and academics. What makes a brand so good – that consumers will go out of their way to buy it every time – regardless of price or the wide array of other options on the grocery shelf?
Iconic global brands have several qualities, but perhaps the most dominant is their ability to invoke some sort of emotional connection in the consumer. By consuming a product represented by a global brand, we are often transported to a different place and time. A time when things were simpler and less rushed. A time when we were perhaps surrounded by family gathered around the television set watching the Flintstones or Walt Disney.
Take Heinz spaghetti. To some, it might be just another option to soup on a cold winter’s day. But to me, the idea of eating Heinz spaghetti has a far deeper connection and meaning. Having grown up with 3 brothers, I remember us all eating Heinz spaghetti on (usually wobbly) TV trays watching our old black and white TV on those long and cold winter days. On some days we might have come home for a quick lunch from school. My grandmother would open up a couple of cans, then serve them to us sprinkled with Kraft grated parmesan cheese. I still remember shaking those large green containers with the red lids. I also remember watching the spaghetti boil as the odour of tomato sauce filled our house.
We loved Heinz spaghetti, and I still eat it today when I want to feel nostalgic. That’s one reason comfort foods exist. When it comes to brands, it’s not so much what they ARE – but what they DO to us that represents their true quality and value. A brand is a promise of quality, and I know that whether it’s today or 10 years from now, Heinz will still offer me the same quality product I experienced when I was 10.
Perhaps most importantly, it will offer me the same brand STORY I experienced when I was 10. Brands offer context, and whenever I eat Heinz spaghetti I’m transported back to childhood. It represents comfort food and reminds me of a time when we were all together as a family.
To me, it’s not just another can of convenience food. It’s a promise that what I experience when I eat it will contain good memories and will make me feel good about the purchase. That’s what iconic brands do – and will always continue to do. It’s what makes them unique.
Are there any other brands you can think of that offer you a similar story? Are all brand decisions based on price, or do you sometimes buy something just because it reminds you of another place and time?