Ben & Jerry's. Famous iconic brand
One of the most extraordinary brands is undoubtedly the iconic Ben & Jerry`s brand. This brand has not only a bright personality, but also a completely unusual internal policy of the company.
In America, this policy is called "forgiving capitalism."
So what is so special about the Ben & Jerry`s brand?
Ben & Jerry's began when two former hippies Ben Cohen and Jerry Greenfield decided to start their own ice cream business after taking a five-dollar ice cream course.
Oddly enough, they did well. Moreover, the secret of success was that they organized days of free distribution of ice cream and days of free viewing of films, which immediately disposed many people to this company.
True, when Ben & Jerry`s began to develop, Ben Cohen thought to sell the company, because he did not want to become a cog in the capitalist business. But then he decided not to leave the company, but to modify it.
First of all, the company took the direction of improving people's lives. The Ben & Jerry`s Social Fund was established, and the company began to give one percent of all income to the state, so that they would direct this money to develop programs to protect peace on the planet. Also, Ben & Jerry`s began to sponsor music festivals.
In addition, the company helped other peaceful and healthy firms, charitable organizations and often refused lucrative contracts with firms that did any harm to human health or were unwilling to spend income on social programs.
Ben & Jerry`s has made no less efforts to improve the lives of its own employees - social packages, wage increases, paid holidays, festive events, the participation of all employees in the life of the company, improved working conditions, free ice cream and more. They even came up with special "unloading events", which were called "Joy Gang". Joy Gang is all about fun and enjoyable events: special fairs, pizza days, dress-up days (with a reward for the worst costume), Berry Manilow's Day of Praise, days of buying things for social needs and more, more, even such unusual activities as a surprise attack on employees with water pistols. That is, Joy Gang were designed to make the employees of the company feel like living people, and not soulless machines. Even the presidents of Ben & Jerry`s have been chosen several times by a special statement written by all employees, "I am your boss."
In general, making money for Ben & Jerry`s has faded into the background, while an ordinary living person has come to the fore. And this attitude to business became a special brand image of Ben & Jerry`s, because of which people fell in love with this company and willingly bought Ben & Jerry`s products.
That's the whole secret of the success and uniqueness of the Ben & Jerry`s brand.
Even when, in the end, Unilever bought out Ben & Jerry`s, they did not change anything inside the company, realizing that the brand's peculiarity lies precisely in the company's special attitude towards its own policy, towards its employees and, in general, towards the person and the whole world.
And they did the right thing - let there be at least one company in the world that cares more about people than about income. And no matter what happens to the company, the extraordinary cult brand Ben & Jerry`s will forever remain in the memory of mankind as the most humane brand.
Other famous iconic brands:
• Bang & Olufsen. Famous iconic brand
• American express. Famous iconic brand
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