Today's episode is going to be quite delicious to talk about because we're going to dive into using the example of Betty crocker to talk about how trustworthiness has been established through brands.
Hey, Heather, I'm excited about today's episode because it is really going
to be quite delicious to talk about.
We're going to dive into using an example of Betty crocker to talk
about how trustworthiness has been established through brands.
So it goes beyond safety.
So when brands were established, With the trademark registration act
in the 18 hundreds, it was to make sure that we had safe products.
And in the early 19 hundreds, we start to see cake mixes come out.
So, there was companies making cake mixes with powdered eggs and
molasses, and they weren't consistent.
And the packaging didn't stand the test of time.
The product would often become contaminated or ruined and, they were
even some of them adding soap flakes.
To make the cakes more fluffy.
So as you can imagine, sales were not great in the cake mix world.
And then we have a little phenomenon called world war II.
And when the men came back from the war, women had started careers,
they had started to take over factories and they had jobs.
They had an increased income per household.
And so they weren't buying as much flour.
They were buying more ready-made bread and they were looking for
ready mixes, like ready whip.
And here is where Betty crocker comes on the scene.
So general mills noticed a steep decline in sales, in the flour.
So they decided to try to make cake mixes better.
And so they invented a brand called Betty crocker, which doesn't, that
sound like a woman you'd like to have in your home, kind of reminds me of a
Crock-Pot and wholesome girl next door.
And so when Betty crocker came on the scene, there was a number
of different cake mixes, but the sales still weren't great.
The product was more consistent.
It was more.
That's worthy and had a little bit of a character for people to identify with
Betty crocker, the ideal wife who can have it all her career and be at home.
But one thing that they noticed is the powdered eggs were not providing
consistency and women were not feeling like they were baking a cake.
So it became a measure of success.
Whether your wife could make a good cake and a good apple pie.
So to make this great cake feel more like something the women themselves were doing.
They remove the powdered eggs and they started to advertise
about adding the eggs yourself.
So with Betty crocker cake mixes, consumers started to add the eggs
themselves and they felt more like they were baking and surprise, surprise.
Well, general mills was saving money on removing powdered eggs.
Consumers were happier and sales skyrocketed.
So it's really interesting how some character and metaphor and really
understanding the psychology of your clients can help you to create a product
that more aligns with their needs.
That's really strange that they would add soap flakes into that,
just to give it to a bit of a, a different texture and consistency.
But I guess that was back in the day and there was lots of weird
things happening at that time.
I wonder if that was before 1906 when the FDA was established, because I
can't see how that could have passed.
People did some strange things and still do so.
Thank goodness for trustworthy brands.
This has been really interesting and you can see how having trust makes it so much
easier for marketing to actually work really well . On our next episode, we're
going to be going a little bit deeper into this, and we're going to be talking
about storytelling and how you can use storytelling in your brand to build trust.