Exploiting Chaos

150 Ways to Spark Innovation During Times of Change

150 Ways to Spark Innovation During Times of Change - an award-winning business innovation book by Jeremy Gutsche, CEO of Trend Hunter

Issue link: http://book.trendhunter.com/i/42053

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Page 19 of 273

A BIT OF HISTORY Crisis creates oppor tunity PRIOR TO THE GREAT DEPRESSION, the only cereal brand that mattered was Post. Aſter your great-grandfather silenced the piercing bells of his wind-up alarm clock, he savored the delicious taste of Post Grape- Nuts. Launched in 1897, the cereal dominated the marketplace leading up to the 1930s. 18 As the Great Depression tightened its angry claws on America, Post found itself hungry for cash. The prominent cereal maker assumed they "owned" the market. How could anyone stop lusting for Grape-Nuts? Accordingly, ad- vertising budgets were cut to weather the storm. As the managers of Post reclined in their rawhide chairs, bracing for a slow economy, a hungry tiger lurked in the shadows. That tiger was the Kellogg Company. Their mascot, Tony the Tiger, had not yet appeared, but his in- satiable spirit was already born. While Post retreated, Kellogg doubled their ad spend.3 In 1933 their cam- paigns introduced slogans like "Snap! Crackle! Pop!"4 and "You'll feel bet- ter"5: motivational mantras during a gloomy era. The investment paid off. Americans loved the message and sales began to grow. Kellogg's became the go-to pick for breakfast cereal and your great-grandfather abandoned his beloved Post Grape-Nuts. The upbeat impact of crisis is that competitors become mediocre, and the ambitious find ways to grow.

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