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Keeping a Century-Old Brand Alive: Lessons from Georgia-Pacific’s Laura Knebusch
How do you maintain relevance for a brand that’s been a household name for 100 years, especially in today’s rapidly changing marketing landscape? The answer, according to Laura Knebusch, SVP of CPG marketing and CX at Georgia-Pacific, lies in a delicate balance of honoring heritage while embracing agility and innovation. This article delves into Knebusch’s insights,gleaned from an Adweek interview, offering a roadmap for legacy brands navigating the complexities of modern marketing.
The Challenge of Legacy Branding
Brands like Brawny, Angel Soft, and Dixie – all under the Georgia-Pacific umbrella – face a unique challenge. They benefit from decades of consumer trust and recognition, but risk appearing outdated or irrelevant if they fail to evolve. The core equity of these brands is a powerful asset,but clinging too tightly to the past can stifle growth. Knebusch emphasizes that the key isn’t to abandon what made the brand accomplished, but to refresh and reimagine it for a new generation.
Refreshing Iconic Characters Without Alienating Loyal Consumers
One of the most visible ways Georgia-Pacific has tackled this challenge is through the evolution of its iconic brand characters.The “Brawny Man,” for example, has undergone several transformations over the years. Knebusch explains that these changes aren’t about discarding the original character, but about making him more relatable and representative of modern values. This involves subtle shifts in appearance and portrayal, ensuring the character remains strong and dependable while reflecting a more inclusive and diverse society.The goal is to attract new consumers without alienating the loyal base who grew up with the original imagery.
Living the Brand: An Organizational Imperative
Knebusch stresses that successful brand evolution isn’t solely a marketing function; it’s an organizational imperative.“Living your brands,” as she calls it, means embedding brand values and principles into every aspect of the company, from product development to customer service. This requires cross-functional collaboration and a shared understanding of the brand’s purpose. When every employee understands and embodies the brand, it creates a more authentic and consistent experience for consumers.
Navigating the Modern Marketing Landscape
Beyond brand character evolution, georgia-Pacific is actively navigating the complexities of modern marketing, including the rise of AI, retail transformation, and the constant churn of cultural moments.
The Power of Data and Measurement
Knebusch highlights the importance of a robust measurement system that connects marketing investment to business outcomes. this isn’t just about tracking vanity metrics like impressions and clicks; it’s about demonstrating the tangible impact of marketing efforts on sales, market share, and brand equity. Georgia-Pacific utilizes advanced analytics to understand consumer behavior, optimize campaigns, and prove the ROI of marketing spend. This data-driven approach allows for continuous improvement and ensures that marketing resources are allocated effectively.
Capitalizing on Viral Moments and Cultural Momentum
In today’s fast-paced digital world, brands must be able to react quickly to viral moments and cultural trends. However, Knebusch cautions against jumping on every bandwagon. Authenticity is paramount. Brands should only engage with cultural moments that align with their values and resonate with their target audience. A forced or inauthentic attempt to capitalize on a trend can backfire, damaging brand reputation. Successful brands are those that can seamlessly integrate themselves into relevant conversations in a genuine and meaningful way.
Sustainability: A Supporting Role, Not the Lead
Consumers are increasingly concerned about sustainability, and many brands are responding by emphasizing their environmental efforts. However, Knebusch argues that sustainability messaging shouldn’t drive brand positioning. While sustainability is important, it should be presented as a supporting element of the brand’s overall value proposition, not the primary reason for choosing the product. Consumers are more likely to connect with brands that authentically integrate sustainability into their operations and communicate it transparently, rather than those that simply use it as a marketing tactic.
The Role of AI in Marketing
Knebusch acknowledges the transformative potential of
