IDEAS home Printed from https://ideas.repec.org/a/aza/jbs000/y2021v10i1p26-35.html
   My bibliography  Save this article

We will not stop until the world dreams in cheese: Redefining the Wisconsin cheese brand

Author

Listed:
  • Fanning, Suzanne

    (Dairy Farmers of Wisconsin/ Wisconsin Cheese, USA)

Abstract

This paper analyses Wisconsin Cheese’s way out of the branding problem it had five years ago. It discusses how Dairy Farmers of Wisconsin decided to rebuild the brand from the ground up. Consumers’ perceptions used to revolve around big, boring blocks of factory cheddar instead of the reality of more than 600 varieties, types and styles of cheese that are made in Wisconsin. The hardest thing a brand can undertake is to go from mass to class. Wisconsin wins more awards for cheese than any other state or country. Needs were identified to build a strong and consistent brand, to be better storytellers to the world and to build authentic relationships with real cheese lovers. With a new logo, new websites, a more creative corporate culture, relationships with Food Fanatics who help drive the speciality cheese marketplace and increased media presence, Wisconsin announced itself, and proved itself, as the State of Cheese. Now, sales of Wisconsin speciality cheese outpace all others in that category, Wisconsin Cheese has more website visitors than ever before, they achieved over US$40m in national and local media mentions in the last year, they have brand ambassadors in all 50 states and are on page one for Google searches for ‘cheese’. This paper details how they did it.

Suggested Citation

  • Fanning, Suzanne, 2021. "We will not stop until the world dreams in cheese: Redefining the Wisconsin cheese brand," Journal of Brand Strategy, Henry Stewart Publications, vol. 10(1), pages 26-35, June.
    • Handle: RePEc:aza:jbs000:y:2021:v:10:i:1:p:26-35
    as

    Download full text from publisher

    File URL: https://hstalks.com/article/6372/download/
    Download Restriction: Requires a paid subscription for full access.
    File URL: https://hstalks.com/article/6372/
    Download Restriction: Requires a paid subscription for full access.
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    More about this item

    Keywords

    Wisconsin; cheese; rebranding; brand; public relations; relationships; branding; marketing; community; word of mouth; social media;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:aza:jbs000:y:2021:v:10:i:1:p:26-35. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Henry Stewart Talks (email available below). General contact details of provider: .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.