Building Betty Crocker's brand community: conversations with consumers, 1940-1950

Abstract

Purpose This paper closely examines an iconic relationship between the Betty Crocker brand figure and a set of consumers to build our understanding of how corporate personas contribute to community, engagement and dialogue. Design/methodology/approach Using a historical approach to analyse radio scripts featuring Betty Crocker and “Dear Betty Crocker” letters women wrote to the fictional brand icon from 1940 to 1950, at the height of Betty’s popularity, this study identifies themes and rhetorical strategies that explain how General Mills used Betty Crocker to make the institution relatable and products relevant during a period of cultural and social change. Findings General Mills built a strong brand community by using Betty Crocker to facilitate dialogue among consumers and slightly re-frame the group’s shared mission as the decade progressed. The analysis of letters reveals women engaged in dialogue with the company to reify brand values, express gratitude and loyalty, and seek more social support and connection. Originality/value This research adds to our understanding of a central challenge described by communication professionals: how to leverage corporate personas and brand voice in ways that resonate with audiences, inspire interaction, and build community.

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