How adversity builds great brands - inspiring stories from Australian companies
It seems as if there is so much doom and gloom in the news - brand custodians and business owners are understandably concerned about the impacts on their brands.
However, history has taught us that adversity can create and build great brands, even for companies which are not global brands with global “war chest” budgets. Today we look at inspiring Aussie brands that have shown us how to triumph through adversity.
Carman’s Fine Foods
Take, for example, Carman's Fine Foods, a medium-sized Australian brand that faced a major setback in 2008 when a supplier delivered contaminated nuts, forcing the company to recall its entire range of products. Instead of letting this crisis define them, Carman's, used the experience to build a stronger and more resilient brand.
The company was transparent with its customers about the recall and went above and beyond to ensure that its products were safe and of the highest quality. This commitment to transparency and quality helped Carman's win back the trust of its customers and establish itself as a leader in the health food industry.
During the COVID-19 pandemic, Carman's once again faced adversity, but this time, they were able to adapt quickly and effectively to the changing market conditions. With many consumers seeking healthy and convenient food options to eat at home, Carman's pivoted its product offerings to meet the growing demand for home baking products.
The company introduced a new line of baked products and protein bars, which were designed to be easy to make at home with minimal ingredients. These products proved to be a hit with consumers, who appreciated the convenience and health benefits of Carman's products during a challenging time.
The company also took steps to support the community during the pandemic, donating a portion of its profits to food banks and other charities that were working to support vulnerable populations. This commitment to social responsibility helped them build even stronger connections with its customers and establish itself as a brand that truly cares about its community.
Four Pillars Gin
Another smaller brand that used adversity to its advantage is Four Pillars Gin, a boutique distillery in Victoria.
In 2015, the company faced a devastating setback when a fire destroyed its entire distillery and stock of gin. Rather than giving up, Four Pillars Gin used the opportunity to rebuild and improve its operations. The company invested in state-of-the-art equipment and expanded its product line, ultimately becoming one of the most popular and respected gin brands in Australia.
Koala
Finally, there is Koala, an online retailer of mattresses and bedding.
In 2017, the company faced a major crisis when one of its suppliers was accused of using forced labour in its production process. Rather than trying to sweep the issue under the rug, Koala took immediate action to address the problem.
The company terminated its relationship with the supplier and implemented strict ethical sourcing standards to ensure that its products were produced in a responsible and sustainable manner.
This commitment to ethical sourcing and corporate responsibility helped Koala build a loyal following of customers who value transparency and social responsibility in the brands they support. Today, Koala is one of the most successful and respected online retailers in Australia, with a strong reputation for quality and integrity.
“Today, Koala is one of the most successful and respected online retailers in Australia, with a strong reputation for quality and integrity.”
In conclusion, adversity can be a powerful force for building great brands, even for smaller companies. By embracing the challenges that come their way and using them to their advantage, the companies in these examples have built strong and resilient brands that resonate with consumers and establish them as leaders in their respective industries, thereby moving them up the Brand Engagement Pyramid.
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