Ben & Jerry’s Is in a Brand Crisis. But Here’s Why That’s Actually Proof of Their Power.

Key Concepts:

• Product Symbolism
• Societal Stories
• Brand Identity Crisis
• Activism
• Corporate Parent Conflict

Ben & Jerry's Brand Identity Crisis

Ben & Jerry's is currently facing a public brand identity crisis due to a conflict with its corporate parent, Unilever, over control of the brand's voice and direction. Unilever is spinning off its ice cream brands but is not selling Ben & Jerry's back to its founders, indicating the brand's high value.

Product Symbolism and Societal Stories

The core value of the Ben & Jerry's brand lies in its mastery of product symbolism through what the speaker, Churro, calls "societal stories." These stories connect the brand to larger social and cultural conversations, turning their ice cream into symbols of activism.

Examples of Societal Stories

Ben & Jerry's consistently tells societal stories through their support for:

• Racial Justice
• LGBTQ+ Rights
• Refugee Rights
• Climate Action

Activism Through Consumption

By connecting their product to a bigger cause, Ben & Jerry's provides their audience with an accessible and easy way to participate in change. Even a simple act like choosing Ben & Jerry's over another brand becomes a form of activism. The speaker uses the example, "I don't have the time to go and protest but I do need ice cream. So let me buy Ben & Jerry's and that'll be my way of doing my part."

Controversy and Brand Value

While taking a stand on social issues can be controversial, the speaker argues that the most valuable brands are those that stand as symbols. The conflict with Unilever highlights the tension between maintaining brand values and corporate interests.

Conclusion

The key takeaway is that brands can create significant value by aligning themselves with societal causes and turning their products into symbols of activism. This approach, while potentially controversial, can resonate deeply with consumers and create a strong brand identity. The speaker concludes by asking the audience, "What do you stand for?" and encourages viewers to follow along for weekly tips on how to grow their business.