The Customer Commerce Podcast

Was the Crumbl Scam in Sydney a Genius Move?

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In this episode, Jess, Mikel & David discuss various topics related to branding and marketing, focusing on the recent controversy surrounding Crumble cookies and the entrepreneurial spirit behind a pop-up shop in Sydney. 

They also explore the success of Pipcorn, a company that produces heirloom corn snacks, and the importance of staying connected to community roots while expanding a brand. The conversation highlights innovative marketing strategies and the significance of brand representation in today's market. In this engaging conversation, the speakers explore the intersection of flavor and health in food marketing, emphasizing the importance of perception in consumer choices. 

They discuss how a simple change in wording can significantly impact sales, as illustrated by the success of breakfast cookies. The conversation then shifts to the resurgence of Crocs, examining how clever branding and collaborations with popular culture have transformed the perception of this once-derided footwear into a trendy choice.


Takeaways

  • Crumble cookies gained attention through a pop-up shop in Sydney.
  • Misrepresentation of a brand can lead to legal issues.
  • Successful brands often stay connected to their roots.
  • Community engagement can enhance brand loyalty.
  • Innovative marketing strategies can turn controversies into opportunities.
  • Heirloom products appeal to health-conscious consumers.
  • Brand differentiation is crucial in a competitive market.
  • Maintaining original marketing strategies can drive growth.
  • Creative branding can transform perceptions of junk food.
  • Engaging storytelling is essential for food brands. Flavor can be a powerful driver in healthy eating.
  • Marketing strategies should focus on consumer perception.
  • A single word change can boost product sales significantly.
  • Crocs' resurgence is a case study in effective branding.
  • Celebrity endorsements can revitalize a brand's image.
  • Understanding consumer psychology is key to successful marketing.
  • Positioning products correctly can open new market segments.
  • The importance of taste in health food cannot be underestimated.
  • Innovative marketing can change the narrative around a product.
  • Brands must meet customers where they are, not the other way around.


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