Enduring Brands: Tide Keeps Rolling



This is a picture taken some time in the mid 1950's of Miss Anna Hart, a brilliant and industrious woman from the south side of Chicago that we are more than proud to have been related to.

Actually, for the moment, we want to draw your attention to the box of detergent on the window sill on the far left side of the frame. Even though it's partially obstructed, you can clearly see the brand name.

Tide.

Why is that important? Here's why...



The orange and yellow bulls-eye logo still graces this Procter & Gamble brand's line a half a century later.

How many products on the shelves today were even around 50 years ago? And of those, how many have held on to their marketplace logo for even half that long?

The enduring design, the handiwork of Donald Deskey, has had only minor modifications since introduced to the market in eye-popping day-glo colors in 1946.

Indications are that Tide, with +40% market share, continues to lead its rivals. Stealingshare.com attributes this advantage to the long-term emotional connection to the customer that Tide has worked hard to achieve.

There are Two Apocalypzian Marketing Lessons here:

1) If you find a good thing, stick with it
Many of us shop not so much for a particular brand name but familiar packaging that we've come to associate with that particular brand. If you're going to refresh the look of your brand, make sure the change is aligned with some major change in the offering. Otherwise, if it ain't broke...

2) Show a pending apocalypse respect but never overestimate it.
Tide logo has survived recessions, depressions, wars, international police actions, republicans, democrats and independents. No matter how dark the horizon looks, we'll get through it somehow.