Guith now finds himself at the helm of a beloved brand, one that symbolizes indulgence – in moderation – and has successfully expanded its footprint through brand partnerships.
(PRWEB) July 10, 2015
Joe Guith, president of Cinnabon, shares his expert insights on inspiring growth and increasing relevance as a global brand in the latest episode of On Branding, a digital documentary and podcast series that provides a unique look at today’s most compelling brands.
With a career trajectory that includes time spent with some of today’s most iconic food and beverage brands – from Coca-Cola to Molson Coors Brewing and KFC – Guith knows what resonates with consumers.
Guith now finds himself at the helm of a beloved brand, one that symbolizes indulgence – in moderation – and has successfully expanded its footprint through brand partnerships. In fact, in 2013, Cinnabon passed $1 billion in annual branded product sales globally through a variety of retail channels.
“We are benefiting from a creative ubiquity – by being everywhere, we are of more value,” says Guith of Cinnabon’s partnerships. “That’s similar to Coca-Cola, in terms of you’ll see them show up everywhere – in different ways, in different forms. It’s how you show up relative to your core brand equity.”
Keen on recognizing opportunity, Cinnabon has leveraged its unsolicited cameo on AMC’s hit "Breaking Bad"-spinoff, "Better Call Saul," into an all-out PR campaign. It’s this kind of sensibility and a very nimble team that’s enabled the brand to be virtually everywhere with no advertising budget.
In this episode of On Branding, Guith gives us a behind-the-scenes look at the ingredients that comprise this powerful brand – from the fondant sugar to the employees.
With over 20,000 downloads in 75 countries representing every major global market, the On Branding series deepens the connection between brands and consumers by giving unprecedented access to thought leaders who understand what truly makes brands great.
The show is available for download and subscription here: http://bit.ly/1UBrQPw