the "not (so) guilty" brand

not (so) guilty?

a brand actually named not (so) guilty ..

When I first read this brand name and knew it was a food brand, I thought as everyone else would think..

Its actually a healthy brand, where we don't feel THAT guilty about what we eat.

& so I went into the store that other day in a recent trip to Abu Dhabi in the Saadiyat Branch, and thought i'd take a salad or so... All I found in the display was EVERYTHING UNHEALTHY.

It took me a second to ask the team there, why is the brand named so if nothing is healthy on the menu?

He smiled back at me telling me "because it's a brand that stands for nostalgia"..

I thought to myself, okay, that didn't answer my question, but actually It did.

Cause I simply couldn't remember anything memorable in my childhood that included healthy choices by any means.

I ordered a nutella brownie and oh my... I was really NOT guilty at all..

It was the absolute best i've ever tasted.

I then took a moment to appreciate the outstanding branding of this brand.

Here's the story as the brand states on their website:

Not (So) Guilty is?a nostalgic brand that aims to create conversation about tradition and the memories it brings back. Authenticity plays a key role in everything we do, from the ingredients to the photoshoots. We are confident with who we are, and unapologetically genuine.

/// Look at the narrative..

The story...

A name that has nothing to do directly with nostalgia but rather everything to do with it.

The connotation of guilt with food is always resonated with unhealthy food.

So, in that case the brand used reverse psychology , where in marketing it is:

... a process to promote a belief or behavior that causes an opposite reaction you desire a customer to have.

So, if we always try to eat without guilt, this brand despite its name will allow this to happen, as the value created here isn't the guilt after the calories..

But rather, the no guilt after eating such calories from the nostalagia the brand brings along...

Think about your childhood. The Chips, the fries, the brownies, the drinks and everything that felt "guilty" back then. And think about having the choice to enjoy them in your adulthood, WITHOUT ANY guilt then..

See how powerful that narrative, built on reverse psychology is?

This is powerful storytelling.

This is powerful branding.

This is powerful marketing.

To every UAE citizen who lived a childhood of certain products, and food; finding them today at not (so) guilty and enjoying them without being any guilty.

*** This article is written by the understanding of the author from her personal experience with the brand and her own analysis of it...

The brand had zero involvement in the writeup of this article...

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This is a narrative built by Serial Entrepreneur, Anas Bukhash, who most people know as the Host of ABTalks Show...

Anas is not only a very humane and great conversational host, but a brilliant marketer as well.

Look at his marvelous creation today..

A case study, a marketer from another continent (myself) stopped by to explore it and write about it.

Anas always speaks from the heart, and apparently, creates brands that do as well...

A story from a brand's heart, always goes to a customers heart (& it definitely caught my own heart)...

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This is an article written from the heart...

From Sarah to the world with love..

For featuring your brand on The Heart-Quest Newsletter, get in touch with Sarah directly with your brand story at: [email protected]