January 14, 2013
If you’re looking for some business inspiration, the Biography documentary on Ben & Jerry’s ice cream is for you. Ben Cohen and Jerry Greenfield built their business on quality ice cream and a unique approach to business and social activism. This biographical journey follows the two co-founders from taking a five dollar correspondence course on how to make ice cream to becoming a multi-million dollar company.
The Ben & Jerry’s brand is known for distinctive flavors and doing good through business. Investing back into the local community is a big part of the company’s mission, even using locally sourced milk exclusively from Vermont and using high quality ingredients from a bakery that employs the homeless. This documentary is very entertaining with a lot of great business advice! It will also make you crave a pint of Cherry Garcia.
So what makes Ben & Jerry’s a great brand?
- Story: People love a great story. It helps them connect with you(and your brand/company/product) on an emotional level as a real person. Ben and Jerry are two guys that had a dream and started a small business, not so different from you. Their business grew, struggled at times and became successful.
- Community and Giving Back: Fostering a sense of community through the brand and incorporating their “giving back” philosophy into the business model is brilliant. Not only that but it is truly important to Ben and Jerry, which shines through in the documentary. Inviting your customers into your story, like Ben and Jerry have done through their programs and non-profit work, gives customers a chance to be part of that.
- Fun Product: Ben and Jerry have used their story, awesome flavors(and names!) and the “hippie”/tie-dyed imagery to connect with their customers. Who wouldn’t want to eat ice cream with names like “Peanut Butter World” and “Chubby Hubby”?
How has Ben & Jerry’s inspired you? Check out “Biography: Ben & Jerry’s”, now streaming on Netflix.