|Does Your Brand Have a Legacy?
By: Cindy Wendland
We made s’mores the other night, and thankfully there were a few chocolate bars left over so we could snack on them another night. The Hershey's chocolate bar had an interesting package. As we were eating almonds and chocolate, we read the package and found out about the Hershey legacy.
The founder of Hershey, Milton Hershey, was known for his philanthropy and open-hearted generosity. In 1909 he established the Hershey Industrial School for orphan boys. It became the Milton Hershey School of today. This school offers quality education for free for students from lower income families. It is an amazing legacy that he established. The Hershey chocolate product manager was brilliant in putting this information on their chocolate wrapper. Otherwise we would never have known about it.
This begs the question: does your brand have a legacy? What message does your brand provide to the consumer? What story do you have to put on your packaging? Are you building a legacy that will impact people years and years later? People want to know that the products they buy are about more than just consumption. What are the ways that your product can build a legacy? What are the values and beliefs your company supports? That is the best way to chart your course to build your legacy. Once you do that, it is a great story to tell. Mentioning it on your packaging is a convenient way to tell your customers.
Cindy Wendland has a background in marketing and finance. She is the creative director for an online men's health magazine, BrainBrawnBody.com, and she gets to write their leisure/travel blog. She is also a web designer helping her clients with online community engagement, websitesbywendland.com. Prior to her web years, she worked in pharmacy consulting.
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