BADIA. A case of branding with an intellectual muscle




Since I arrived in the US, I have been mesmerized by the Badia case. A brand that in addition to its broad line of spices and condiments, has managed to expand into other supermarket categories. Badia, a small company by Corporate America standards, owns today an important consumer packaged goods brand that has transcended its natural Hispanic market and become a relevant player in the general market.



The secret behind it is, undoubtedly, Mr. Badia’s enterprise geniality. Aside from mastering his own business, he knows what his brand means without sophisticated image manuals. When I met him, almost 10 years ago, he asked me to redesign his labels. I had just returned from a most enriching seminar in New York with a freshly acquired lesson on product branding. I suggested a very subtle change so as not to confuse his loyal consumer base that would see a reliable value proposition represented by the red logo and black letters on a white background. I assured him we would not win any design prize, but that we would gradually increase the level of attractiveness of his brand without losing what the brand had already built because, together with the right display, represented an important ingredient in his recipe for success.

What is really amazing about Badia is that, today, it competes side by side with local Brands in the US and in more than 40 countries. All his efforts and marketing investments have been geared toward making his business partners, i.e. channels, see him for what he is: a serious player in the category. The Badia case exemplifies the fact that branding does not depend on the financial muscle but on the intellectual one.






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May 14th, 2009 10 Comments Branding / Branding Marketing / Branding Strategy / Corporate Branding / Spices

  1. Melodylab

    I think you just got to the bottom of things – long term consistency and overall top-to-bottom approach that shapes the brand the consumers eventually get to experience as an end-product.

    My perception is that consumers don’t care about anything that happens “behind the scenes.” In a low-priced consumer goods market, consumers don’t spend much time or do much research before they make their purchases. What they care about is that their product is priced within their means and it does what it’s supposed to do. It’s very difficult to create brand loyalty in this segment of the market – but if the VALUE and the PERCEPTION of the brand is consistent long-term, then there is very little cognitive noise around the brand that would stop consumers from deciding to purchase it. And that could be a winning card at the retail shelves…

    May 17th, 2009 //
  2. ftpmumbojumbo

    Consumers might not care about what happens behind the scenes. But everything that happens behind the scenes should care about consumers. Take a look at this colleagues blog

    May 20th, 2009 //
  3. mrkt-ear

    This is a great example of strategic thinking when it comes to packaging. Meanwhile lets look at a poor example of packaging and rebranding – Tropicana Orange Juice – who have been highly criticized by marketers in the on and offline worlds.

    Tropicana changed their packaging a few months ago from their traditional look to a modern, sophisticated look. In my opinion, the agency that designed this new packaging were not thinking about the brand or the consumer. They were thinking about the awards they would win for beauty and design.

    Design is an important aspect, but there needs to be strategy and thought behind that design.

    The consumer did not recognize the new packaging which was the result of sales plumbing in the following months.
    Such negative results lead to Tropicana going back to their original packaging…
    So in few words…. think of the consumer and not about the agency’s ego!

    May 21st, 2009 //
  4. Rob

    Touching on the whole packaging and branding topic, what is your insight and opinion regarding Pepsi’s recent packaging revamp?

    May 21st, 2009 //
  5. MariaJose

    Badia is one of those brands that has taken the risk of redesigning its labels and packaging and succeed at it. I admire Mr. Badia because, not only he wants his brand to be one of the best in the market, but knows that one of the main keys on being able to achieve that is by doing a situation analysis of the brand and understanding the needs and wants of the consumers at all times.

    He thought about his loyal costumers, when knowing that changing the typical label could bring confusion, but thought about the possibility of creating new relationships with new consumers by redesigning the packaging and bringing awareness of the product.

    Establishing a relationship between the brand and the consumer is very hard and takes a long time to develop, but establishing your brand is even harder. Badia has been successful in developing strong long lasting relationships with consumers and establishing what the brand stands for. One of the reasons why Badia is one of the top brands on the market is because the brand has a past to look to and learn from, a present to take action, and a future to keep succeeding.

    Always taking in consideration the consumers.

    May 22nd, 2009 //
  6. ftpmumbojumbo

    mrkt-ear you migth find this article interesting

    May 23rd, 2009 //
  7. ftpmumbojumbo

    Rob I am working on a post about Pepsi. Meanwhile I read a good note about it on Business Week

    May 23rd, 2009 //
  8. ftpmumbojumbo

    Exactly Maria Jose! I am certain that the red Badia logo can endorse successfully most supermarket products, and convey a message of quality and value. What an achievement and an asset for Mr Badia.

    May 23rd, 2009 //

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