Brand Optimization Lessons from Pineapples

Quick! What's Hawaii known for? Pineapples?

At one point in history, Hawaii used to be a global producer and exporter of pineapples. After Dole pulled out in exchange for cheaper labor, particularly in Thailand and the Philippines, the island state lost its crown. Pineapples are still being grown in Hawaii but only big enough to cater to local demand.

From a marketing perspective, however, pineapples have done their job splendidly as a symbol for Hawaii. Hawaii and pineapples are still stuck like glue, despite pineapple exports today mainly coming from other countries. Although not among the list of commonly-used monikers, Hawaii is still called "The Pineapple State" to this day.

Take this as an important lesson in brand optimization. If you last long enough on the prime spots, your brand name will hardly be forgotten, even if you sink below the rankings. However, just like the marketing of pineapples in Hawaii, this level of brand exposure wouldn't have been possible without the efforts to promote the industry to fellow Americans and the world.

So, if you answered "pineapples" to the question earlier, it's understandable. It just goes to show how effective the brand exposure strategy had been, both to those who watched the industry grow and to those who used to hear the fruit associated with the state.