Flat Earth

"Where nutritious and delicious have finally come together. In fact, they’re friends. Sound impossible? Well, at Flat Earth, we believe you can do anything if you set your mind to it. Like combine nutrition with real chip taste.That’s right, there’s a half serving of fruits or veggies baked into every ounce of our delicious crisps. They’re not impossible, they’re IMPOSSIBLY GOOD®."

I agree completely with the positioning of Flat Earth Chips. They have come up with a brilliant idea to combine our favorite snack, the chip, with nutrition. Since there is a half serving of fruits or veggies in one ounce of their chips, this allows us to snack away without feeling the guilt of regular potato chips or other snacks. Flat Earth's position is basically spelled out for us: for us as consumers to snack without feeling the guilt and staying healthy. However, I feel as if this company is only targeting a more advanced age group such as late twenties and thirties. If this company were to position themselves to a larger age group, then I'm sure they would benefit sufficiently.

I really enjoyed the commerical shown to us on Youtube. ( http://www.youtube.com/watch?v=FWHOYZP9280) This commercial is basically telling us that you would never expect for a snack to come out that was so nutritious, that this could only be manufactured "when pigs fly", but as we see in the commerical, the super cute pig is flying and the impossible is coming true.

To position to college aged younger women, Flat Earth should have their commercials targeted toward a more college themed audience. For example: show young college aged women at a study group or watching their favorite show and snacking on Flat Earth Chips. They could also expand their horizions in where they sell their products such as in food courts in colleges or the general store on a college campus.

http://www.flatearth.com/

Brand Identity: Analysis of Ben and Jerry's

Ben & Jerry's believes that their business has a responsibility to the environment and should uphold a set of aspirational principles. They want to better the environment through their ice cream and by also sourcing ingredients, and supporting non-profit organizations.

What does Ben & Jerry's stand for?
Ben & Jerry's stands for bettering the environment as a whole. They do their part in helping to reduce environmental damage by using organic products in some flavors, they supply dairy waste to a compost program, and supports fair trade. Also, they work hard to stomp out global warming. Ben & Jerry's also has an organization called The Ben & Jerry's Foundation. Their mission statement states, "The Mission of the Ben & Jerry's Foundation is to make the world a better place by empowering Ben & Jerry's employees to use available resources to support and encourage organizations that are working towards eliminating the underlying causes of environmental and social problems."
What do you think of when you hear the brand name Ben & Jerry's?
When I hear the name Ben & Jerry's, the first thing I think is, of course, delicious ice cream with the wittiest names you can think of. (Example, Cherry Garcia.) Secondly, the idea of this environmentally healthy company doing it's part to better our world. This company supports peace, and works to stop global warming.
What does the logo signify?
The logo signifies a very clean brand. As you can see, it is a rounded black banner with yellow trim with white, capital, cartoonish looking letters that say Ben & Jerry's inside of it. Also, there is an ice cream cone on the left side of the logo. This lets you know that this brand sells ice cream even if you had never heard about a Ben & Jerry's store.
What does the country of origin mean to consumers?
Ben & Jerry's began as a small homemade ice cream shop in Burlington, Vermont. When you think of Ben & Jerry's you think of local ice cream. Customers loves this. This means, the end product is more fresh, and you're supporting your local farmers, and of course the environment when you purchase this product.
What relationships does the brand have with other companies?
Ben & Jerry's source with many companies to finish their product. They receive their brownies from Greyston Bakery, and receive their milk from the Saint Albans Cooperative Creamery. Also, their cocoa powder, coffee and vanilla extracts are Fair Trade Certified so you know that the farmers are receiving a fair price for their goods.
What is the brand proposition? You should buy Ben & Jerry's products because...
You should buy Ben & Jerry's products because all in all this company is working for a better environment. Not only do their manufacture absolutely delicious ice cream by sourcing, using organic and Fair Trade Certified products, they are working for an end to global warming.

information sources: www.benandjerrys.com