A primary brand attribute of Blue Bell Ice Cream has to be delicious. However, it seems to be aspiring to reshape its positioning to embrace the attribute of listeria. Can a bacteria be an appropriate attribute for a delicious dessert?
Once again, Blue Bell is pulling the cows from the marketplace back to the barn. In this case, the ice cream maker is recalling its Chocolate Chip Cookie Dough and its newest flavor Cookie Two Step. One step forward, two steps back. The reason for the voluntary recall is the concern that the flavors may contain the deadly listeria bacteria that forced a complete shutdown of the creamery operation in April 2015 and forced a nation to go through a complete withdrawal from its addiction to the dessert.
Across the country, many brands are either dealing with a crisis and trying to survive it, or emerging as stalwarts of survival for the greater good. Here are three scenarios, each with a unique brand connection to perseverance. Make way for the new economy called survival.
While American football fans and fantasy team captains hang on to their hopes for a winning season, the National Football League faces its latest challenge as individual expression competes with sportsmanlike conduct and team unity.
It’s too early to tell whether fan loyalty will result in disdain and longterm loss for the league or if the drama along the sideline will actually draw more broadcast viewers and social media followers of the intrigue. Headlines about player and coach behavior seem to be garnering more attention than scores and stats. Commissioner Roger Goodell will need to flex his muscle and leadership when the team owners convene soon to express their obvious differences. It’s all Goodell can do to keep the media at bay as other national voices push the league closer toward its own goal in a defensive posture.
Some would say the NFL barely survived the concussion catastrophe, but this issue is a horse of a different color. We’ll soon see whether the league is more about individual voices or clear expectation of respecting the flag, despite the disrespectful behavior of some who live under it.
Thank goodness there is a curtain to hide behind when I vote on Super Tuesday. Although my history is to publicly declare my vote after stepping out from behind the curtain, the 2016 March Primary causes me to bite my tongue and run into the shadows. What if my bet is a Trojan horse, and 2017 dawns an era of regret?
Early in the battle for the Republican mantle, so many contenders made my head spin. It has been the virtual reality show of politics. So many wanting the red rose and the public’s kiss just to stay in the game through the final episode. Following each A Team and B Team debates the overload of commentaries brought forth nothing new to me. I feel like I have to rudder through the deluge of presidential hopefuls on my own.
The Fourth of July family celebration conjures up images of outdoor enjoyment, sweat on the brow, kids splashing in the water, and scoops of ice cream that refresh the soul. Unfortunately, July 4, 2015, marks the first Independence Day celebration without Blue Bell ice cream, since 1907.
As the heat index rises on the remaining summer months, so does the pressure on a brand that Americans in 23 states have loved and consumed with a loyalty equal to their love for flying the U.S. flag. The Blue Bell brand had built a persona as powerful as Old Glory herself. Now, the ice cream’s glory is fading with each lingering day, as we turn our taste buds to alternatives we never considered comparable.