Ben and Jerry’s, founded by Ben Cohen and Jerry Greenfield with just the information of a $5 correspondence course in ice cream making, is known as one of the most popular ice cream companies of the world. What secret do they have to make this ice cream so desirable? Each rational mind would say: ‘No, don’t buy it, it’s too expensive!’, but you must have it anyway. Why? Brand personality.
The 2 founders managed getting around all those business strategies by infusing their own personality to make this brand authentic. The unique story behind this succes differentiate Ben and Jerry’s from other multinationals like Häagen-Dazs. Another secret is the fact of having fun while you start up your bussiness. The names of their ice creams are fun, the facility is painted in fun colors and their website is full of games. Another important point is that an entrepreneur must not forget to
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take action regularly and stay up-to-date with the newest trends and technologies. Ben and Jerry’s strive for a climate neutral and fairtrade image.
It’s clear that building your brand requires the right story behind your activities. With the upcoming of the social media and larger transparency obligations it’s not done to fake your identity! But we all know that Ben and Jerry’s succeeded in this job!
Peace, love and ice cream,
Laura Goeminne
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