What can we learn from Bovril (and yes, it is definitely better than Marmite)

The Bovril Brand: Better than marmite (says this sample of one)!?

I know it might not be the usual case study topic, but today, I thought we’d take a unique detour into the world of a classic brand that has stood the test of time: Bovril.

I have Bovril sandwiches at least once a week. My dad has Bovril on cream crackers for his supper. My nephew has hot Bovril on a weekend and my kids have Bovril on rice cakes. It’s a Marshall ‘thing’. We would never be without a jar in our cupboards.?

For over a century, this British-born beef extract spread has captured the hearts (and taste buds) of many. It’s an absolute staple in my family and is always taken on holiday as the ultimate emergency food.

But what can leaders learn from this iconic brand??

1.?????Embrace Tradition, But Adapt to Modern Times

Bovril's story began in the late 19th century, and while the brand has maintained its essence, it has also evolved with the times. For a start, the squeezy bottles have made life a lot easier and less wasteful.

As business leaders, it’s important to recognise the value of tradition and heritage but remain open to adaptation. By blending nostalgia with innovation, we can create a brand that resonates with both long-time customers and new generations.

2.?????Build Emotional Connections

Bovril has successfully connected with its consumers on an emotional level. Which football supporter hasn’t had a cup of warming Bovril ‘soup’ on a cold, wet winter’s day?

The brand has leveraged the comforting and nostalgic aspects of its product to create a sense of belonging and familiarity.?

As leaders, we should strive to forge emotional connections with our customers by understanding their needs, values, and aspirations. When customers feel emotionally connected, they are more likely to become loyal advocates for our brands.

3.?????Consistency Builds Trust

One of the key reasons Bovril has stood the test of time is its consistency. Throughout its long history, the brand has maintained its commitment to quality and taste. My Bovril sandwich (yes, really) tastes the same today as it always has.

Leaders should strive for consistency in delivering their brand promise. By consistently meeting and exceeding customer expectations, we build trust and establish a solid foundation for long-term success.

4.?????Evolve Your Product Line?

While Bovril's core product is its beef extract, the brand has expanded its product line over the years. Today, Bovril offers various products, including instant beef-flavored drinks, stock cubes and ready-to-eat snacks although the much loved Bovril crisps are still eluding me!

This diversification has allowed the brand to cater to changing consumer preferences and tap into new market segments. As Execs, we must be open to diversifying our product offerings to adapt to evolving customer demands and stay relevant in the market.

5.?????Engage with Customers?

Bovril has successfully engaged with its customers by leveraging marketing strategies that evoke nostalgia and British pride. The brand has embraced its heritage and created campaigns that resonate with consumers. I googled Bovril advertising for this article and was astounded by the number of ‘collectables’ around.?

I constantly bang on about prioritising customer engagement by understanding their preferences and needs. By building meaningful connections through personalized marketing and interactive platforms, we can foster brand loyalty and advocacy.

6.?????Invest in Brand Storytelling

Bovril's rich history and association with British culture have become part of its brand identity. The brand has capitalized on this by sharing captivating stories and leveraging its heritage in its marketing campaigns.?

Brand storytelling to create a compelling narrative that captivates our audience is such a useful and effective tool. By weaving stories that resonate with our customers, we can strengthen the emotional bond and establish a distinct brand identity.

7.?????Adapt to Changing Consumer Preferences?

In recent years, Bovril has acknowledged the increasing demand for vegetarian and vegan options. The brand responded by launching a plant-based version, catering to a growing segment of health-conscious consumers. I’ve got to be honest, I haven’t tried it and have no idea how good it is, but hats off to a beef extract product-led brand for recognising the customer need and moving to meet it.

We all know we should stay attuned to shifting consumer preferences and adapt our products and strategies accordingly. By embracing change and catering to evolving needs, we can protect business and grow our customer base.

Who knew Bovril was such a role model for other brands??