The Barbie Story - What to do when your brand is failing?
Barbie has been an iconic brand for over 40 years but in the last 5 years they have lost their way. They had a value proposition that just didn't meet the buyers expectations any more. The Barbie of yesterday was too thin, played a stereotyped 1950's women with very little ambition and was out of touch with today's values. So what to do? Barbie has been working hard over the past few years to change that image and to create dolls that not only represent "real" women but that can inspire our children when they play to believe that they can be anything they dream of being.
Barbie now comes in different body types including "curvy" and different nationalities and job roles. If Barbie's purpose is to inspire the limitless potential in every girl, it had to change it's product. They now have over 200 careers.
How do you need to change your offering to meet your customer's expectations?
|Tags: Customer Centric Marketing Brand Strategy|