The latest internet startups may dominate the buzz on the blogosphere, buts its the established, trusted, and longstanding brands that succeed during hard times.
The annual Britain’s 100 Biggest Brands report was released last week offering insight into the best performing grocery brands. The study, compiled by Nielsen, reports that the oldest brands appear to be surviving the recession. Value is a key driver during the recession, but the table reports that its the trusted brands that consumers continue to turn to as they spend more on groceries for home rather than eat out.
The oldest surviving brand in the top 100 league is Twinings, which entered the Top 100 for the first time this year, 304 years after Thomas Twining began selling tea from his first premises on the Strand in London. Three centuries later, the brand grew sales 11% and was one of the five new entries to the top 100.
All of these brands offer an experience partly built on their heritage, and continue to drive customer retention through long established loyalty. What can your organisation learn from its heritage that would influence or even improve your customers experience?
Have a read of the complete report over at Nielsen
