Did 5 gum lose its flavour? Here's why brand consistency matters!

Remember 5 Gum? Their launch was legendary, shrouded in intense mystery, with an extreme edge and a hint of oddness (see image). Their gum was like nothing else on the market. People chewed it up.. see what I did there ;)

But then came 2018, and they decided to do a big rebrand. Unfortunately, they kinda lost their mojo. Suddenly, they weren't the same brand we knew and loved, and they seemed to have forgotten how to talk to their target audience.

Now, let's talk about their Instagram game (see images below). They're trying to connect with young folks by pushing these edgy truth or dare gum sticks.

On the other hand, they're sharing these deep stories about real people's regrets, like Lin's (see image below) regret of never leaving her home country. But then the next Instagram post is "What's your favourite way to ____?"

The problem here boils down to a brand identity crisis. While their product and value proposition have remained largely unchanged, they've veered off course in terms of their messaging, losing touch with what made people like them and what defined their identity. When a brand becomes inconsistent, it sends out mixed signals.

Consider a realtor who's inconsistent on social media. That inconsistency inadvertently signals to clients that they might not always be reliable. In today's world, where social media is a hub for community engagement and realtor marketing strategy consistency is key. If another realtor in your area is consistently showing up, sharing valuable insights, and resonating with their audience, then that's a brand that's winning the game and their taking a piece of your pie!?

Bottom line: What's your brand saying about you? Do you really get what your brand is all about, or are you just throwing stuff out there, hoping something sticks? Are you only posting when you get a listing??

Well, that is not enough to build a brand or build a community. You need to provide them more because they want more!?

Let’s talk about your brand today!?

Reach me at: [email protected] or text me at 705-306-9727

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