Industry Examples
Let’s take a look at Halo Top. It’s a brand for ice cream lovers, by ice cream lovers. The kind of people who love ice cream so much, they want to eat an entire pint of it. In one sitting. So, they decided to make this awesome stuff you can eat a ton of, without even flinching. Just regular folks, with an honest idea, that’s now making millions.
And then there’s Good Thins. Honest, simple and wholesome. Created by people who loved crunch, but didn’t love the extra fat of potato chips. So, they found new ways to make other “good” things crunchy… but with 60% less fat. It’s all about good intentions, and simple ingredients. And in the permissible indulgence space, that’s what makes a successful brand.
Both these examples hinge on what we call a “Virtuous Narrative. It’s the back, back story. The “why” behind the origin. The “how” behind the benefit. The foundational inspiration that shows how humble, honest intentions lead to “the next big thing.” It’s plausible, positive and it makes you say “aw, shucks.” More importantly, it works.
