Who’s Using Your Brand? a Study on Swisher Sweets in Ferguson MO

We all work hard on establishing brands, but do you pay close enough attention to who is using your products?

All the riots, looting, killings, and other problems occurring in Ferguson and St. Louis MO are started because a hooligan stole a box of Swisher Sweets cigars. It makes me wonder what Swisher thinks about all the attention they’re getting because of this.

Now, make no mistake, Swisher has always marketed to the inexpensive cigar crowd, but do they want to become known as the chosen brand of hooligans or as the most often stolen cigar in the convenience store? Maybe they do. Maybe this will up their sales.


After all, it’s worked for other brands.

Cristal was made famous by rappers.

The AK-47 became the choice of guerrillas and armed thugs worldwide.

Back in the day, gangsta rap made the ’64 Impala the most desired ‘hood car.

Has Swisher Sweets become the fave cigar of thugs or was it already?

Who is responding to your branding? Is it the audience you wanted? If it’s not, you probably need to change your brand strategy or just accept your new but originally undesired customers.

This message was written by Dr. David Powers. You can always find me at www.drdavidpowers.com. Thanks for reading!

swisher sweets-thug-tattoo-Ferguson-MO


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