We've talked over the last couple of posts about mistakes people have been making in remaining true to their brand. A company must also take great care in managing their brands as well.
The annual Free Cone Day by Ben and Jerry's shows a way that a company does it right, and reminds their faithful customers that they care about them by going through all the planning and execution it takes to bring the annual event to fruition.
It's also serves as a chance for customers to try new flavors they introduce specifically to conincide with the event, as well as provide entertainment and music for them.
The company also reminds their customers of what they're doing to help others around the world, as it's a key element of their corporate culture and identity.
With Ben and Jerry's business maturing and not getting the press and buzz they used to, this is a great idea to remind people they're out there, and reward their core customers by giving them a special day which reminds them they care.
Contrary to Roger Clemens and Miley Cyrus, Ben and Jerry's has pretty much kept to who they are as a culture, and they don't surprise or shock you by attempting to be something they aren't, or (pun intended) the flavor of the day.
Customers love to be delighted and surprised, just not in the area of who you say you are and what you purport to represent. Be who you say you are and you won't face the continuous problems some companies face which seem to always wonder from their core values and culture. In that area customers want consistency, not wavering in the wind.
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