Data-Driven Marketing Management
Brand Repositioning- Aunt Jemima/Pearl Milling Co.
Aunt Jemima had been criticized for decades due to their use of racist and stereotypical brand
imagery. The character of Aunt Jemima was based on the stereotypical “Mammy” character, portrayed
as a devoted and submissive black woman usually wearing a headscarf and a big white smile. Quaker
Oats, the owner of Aunt Jemima, did not change the brand imagery until the racially motivated
protests in 2020, which were sparked by the killing of George Floyd.
The decision to rebrand, and change its image and name to Pearl Milling Company happened in the
wake of discussions about racism in the United States and it was a significant step in the right
direction. The most critical aspect of their repositioning was their acknowledgment that their origins
were based on a racial stereotype, and this acknowledgment was the first step toward rectification.
Brand repositioning of the company came at a time when discussions about racism were at the
forefront of public consciousness. This showed that the brand was responsive to societal issues and
was willing to take action when it mattered most. Brands must learn from these mistakes and be
prepared to navigate potential controversies. This includes listening to diverse voices and perspectives
internally, involving experts, and conducting thorough market research. Beyond rebranding, Pearl
Milling Co. announced a $5 million commitment to support and engage with the Black community.
This demonstrates a sense of corporate responsibility and a willingness to contribute positively to
societal change.
Part of a company's corporate responsibility is the impact its brand makes on society and how it can
influence change. Having an effective Corporate Responsibility program that would include diversity
and inclusion education will allow the company to give structure to its efforts, add value to its
organization, and have a positive influence on all its stakeholders. Commitment to social and ethical
issues adds to the company’s positive image which can enhance their reputation among their
customers, stockholders, and community.
Pearl Milling Co. should be authentic and transparent in
their actions and openly acknowledge their past mistakes and the need for change. Authenticity builds
trust with consumers, and transparency allows for scrutiny and accountability. The brand should
reflect a commitment to diversity and inclusion not only in its marketing but also in its internal
practices. This includes hiring practices, supplier diversity, and community engagement.
Involving
consumers and stakeholders in the repositioning process can be valuable. They can conduct surveys,
focus groups, or social media discussions to understand the sentiments and expectations of their target
audience. This helps in shaping the repositioning strategy effectively.
