Why Brand Vulnerability Can Be A Strength

Photo by Frans Van Heerden on

For a large portion of history, gaining credibility as a brand has been synonymous with projecting a squeaky-clean image.

It’s no wonder really. When we first lay eyes on a shiny new brand, we’re quick to judge it based on numerous things; the message it’s conveying or how it resonates with us but often these things can be trumped by one thing: image.

The image of a brand and how it’s perceived is a huge factor when deciding whether or not we opt to invest precious time finding out more about it and if awe should part with our funds.

In recent years however, there’s been numerous examples of brands embracing their flaws. Using their perceived ‘weaknesses’ to bolden them and turn weakness into benefit.

For some this has proven wildly successful with exponential growth and increases to bottom-lines.

Take Weetabix. Once a staple of British breakfast routine but with fresh, flavoursome newcomers breaking into the cereal game, Weetabix became a bit old hat, a bit boring.

They could have rounded up the bigwigs and said hey, you know what we had a good run but let’s call it quits.

Somewhere in the room there was a bright spark with an idea. Why not, instead of conceding to our mediocre reputation, choose to embrace it.

And so, ‘Weetabix Week’ was born. Real life people sharing their favourite ways to jazz the cereal up. Fresh fruit, toppings, yogurts; this clever marketing strategy pivoted the entire game.

Another example can be found in Aldi. Their famous ad campaign that placed their products next to big, branded names with the message ‘Like brands. Only cheaper.’ — Wearing their perceived lack of quality on their sleeve drew in consumers from higher priced competitors.

For air travel we have Ryanair who offer knowingly inferior flights but at a drastically reduced price, cashing in on their weaknesses and turning them to strengths.

Countless brands have embraced this philosophy and have seen results.

It won’t work for everyone, of course.

If you’re a luxury style brand like Gucci or Porsche then your success is heavily reliant on brand perception.

For these heavy hitters it’s crucial that consumers buy in to the value of the product, they need to build desire otherwise the illusion is shattered. It has to be ‘perfect’.

These are just a few examples of well-known brands taking their weaknesses and flipping the script, turning weakness to benefit.

Think about your own brand, or the ones you interact with.

Can the same thinking be applied? Would it make it stronger and more appealing to your audience?

Like always, share your thoughts and ideas! And follow for more insights.

By Marco Biondi

Freelance Copywriter and Content Writer

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