in a YouTube video last year. The result is continued relevance after more than 60 years on the shelves. , surging in sales from about $558.3 million in 2019.Photo courtesy of StatistaWell-known brands have a lot to contend with in the market, in that consumers have established ideas of who they are and what they stand for. Even if the foundation of the brand is strong, investing in your brand is a way to stay fresh and relevant with new audiences.
Take Intel, for example. A staple in the technology sector, Intel has a brand that’s associated with innovation and reliability. Staying fresh as a technology brand means staying top of mind with new generations. Recently, they showcased the relevance of their brand among a sought after segment: gamers. In conjunction with Intel’s “Gamer Days,” the brand sponsored an innovative fundraising campaign,, developed by the branding firm, Caffelli. Their sponsorship provided $100,000 split between two non-profits, The Trevor Project and Oceana, and raised awareness for the non-profits by gamifying different tasks among the GiveFTW audience.
Not only did the campaign drive media impressions for Intel, but participants reported a better understanding of the sponsor’s values, and an increased positive sentiment about the brand. Competition and cultural shifts are likely to be consistent challenges to maintaining market share. To stay ahead of the game, continue to innovate during periods of growth. When you need to make a change, stay true to your core competencies, continue to invest in your brand, and don’t be afraid to evolve your story as culture evolves.