WIFFLE®, the beloved and iconic American brand of white plastic ball and yellow bat, celebrates its 65th birthday this year.
While you can buy other baseball-size, plastic balls, there is no comparison when it comes to the combination of Wiffle’s performance and emotional attachment. These two factors make the 65-year sales run an excellent marketing and brand management achievement. The National Toy Hall of Fame agrees. They inducted the ball last year.
Photo Credit: Harvey Chimoff.
Credit: Hess Toy Truck social media.
Both of these marketing statements are true:
- The Hess Toy Truck brand is thriving.
- The Hess consumer-retail brand is dead.
No, this isn’t a strange SAT logic test. It’s an example of how a strong sub-brand can flourish even though the parent brand is essentially defunct.
Keep reading for the explanation, and the eight, winning brand management success factors. Continue reading