Brand building takes two legs : consistent and continuous investment in marketing communications and a constant flow of new products that match the changing needs of the consumers. Dated, forgotten brands often fall short of these two important drivers. Trappist is a brand of locally produced fresh milk but it's losing its position in the mind of the consumer. Recently some new product launches are observed including
new flavours and this soy milk range. It's all too late. Not only non-genetically modified soy milk is nothing new under the sun but also a mismatch with what the brand stands for.
Brand building takes two legs : consistent and continuous investment in marketing communications and a constant flow of new products that match the changing needs of the consumers. Dated, forgotten brands often fall short of these two important drivers. Trappist is a brand of locally produced fresh milk but it's losing its position in the mind of the consumer. Recently some new product launches are observed including new flavours and this soy milk range. It's all too late. Not only non-genetically modified soy milk is nothing new under the sun but also a mismatch with what the brand stands for.
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