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Success/Failure Brand Assignment
If nothing else, Tyson Foods is an underdog. The reason for its conception was necessity,
and it was born into one of the darkest periods of American history, saddled between two global
wars. Nevertheless, Tyson rose to prominence and became a meat and poultry giant that feeds
20% of America (“What We Do,” n.d.). Arguably, for a brand to be a success, a brand must
make itself accessible to its prospect. One way to accomplish this is for a brand to humanize
itself. To its credit, Tyson has successfully curated an image of relatability and empathy, which
humanizes the brand. Signorelli stresses the importance of a brand humanizing itself: “Writing
about the brand as a person imbues it with beliefs and values that humans possess” (2022, p.
173). One strategy the brand has employed is its use of I AM statements on its website.
However, some of the brand’s practices threaten to undermine its down-to-earth, all-American
image and lose its relationship with the prospect.
The Brand’s Successes
Tyson Foods’ persisting growth and development indicates that the company is using a
successful marketing strategy. Despite hurdles such as the COVID-19 virus, “Tyson Foods
annual sales have doubled in the past two decades, increasing from $26 billion to $53 billion
from 2004 to 2023, according to a review of U.S. Securities and Exchange Commission filings”
(McCracken, 2024). So, on paper, the brand is certainly a success. However, in order to connect
and form a strong relationship with the prospect, Signorelli stresses the importance of I AM
statements: “[O]ur understanding of the brand and the brand’s prospect goes well beyond factual
explanations that are the subject of traditional beliefs. As such, the I AM statements are critical
components of the Storybrief” (2022, p. 158). Signorelli also says that the I AM statements help
the prospect relate to a brand by viewing the brand as another person, which makes it feel
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immersive (2022, p. 172). Immersion causes empathy, which creates a stronger bond between
the prospect and the brand, eliminating the transactional aspect of business.
Tyson utilizes I AM statements well on its website. On its “Purpose & Values” page, it
uses first-person pronouns when stating its purpose, mission, and core values. Every sentence
starts with “we,” which is a small but effective detail. It helps humanize the brand and
accomplishes the aforementioned down-to-earth, all-American persona that Tyson has crafted for
itself. Signorelli writes, “People do not form relationships with fast food restaurants, cars, or any
branded object’s positioning. Rather, they form relationships with what the brand means to them
in human terms” (2022, p. 173). Tyson’s branding says to the prospect, “I care for you, the
prospect, the way I care for my family. I aim to serve you safe and healthy products. I value you,
the customer. I am just like you.” The presentation of the website makes the prospect feel
welcome and respected. Tyson also tells its backstory, showing the prospect that it, just like the
prospect, has faced hardships, and yet, it rose above those hardships and became the trustworthy
brand it is today. This is endearing, and it shows that the brand has successfully curated its
persona to connect with the prospect and the prospect’s values.
The Brand’s Failures
Interestingly, Tyson has faced a slew of backlash in the past few years. Though its sales
have not been negatively affected, some of the brand’s practices clash with what it presents on its
website, which could potentially harm its relationship with the prospect. For starters, “Tyson
processing facilities dumped more than 371 million gallons of wastewater directly into US
waterways between 2018 and 2022” (Phoenix, 2022). This action directly opposes one of
Tyson’s I AM statements, “We serve as stewards of the animals, land, and environment entrusted
to us” (“Our Core Values,” n.d.).
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Even worse than that, the brand has been accused of exploiting farmers and consumers
through market consolidation and collusion through price-fixing in the chicken industry, unfair
contracts with chicken farmers, and anti-competitive practices in the beef and pork sectors
(Stillerman, 2020). This criticism is perhaps the brand’s greatest offense—it contradicts the
brand’s stated Unique Value Proposition, “We feed the world like family” (Signorelli describes a
brand’s Unique Value Proposition as the “most important sentence that a marketer could write
about his or her brand” (2022, p. 185). Signorelli continues, “The UVP is the point, the punch
line, and the premise of the brand story all rolled up into a simple, provocative sentence” (p.
185). So, the fact that Tyson is currently undermining it by actively exploiting both its
employees and customers could potentially lead to detrimental consequences if left unchecked.
The brand is in danger of losing its Level IV connection with the prospect and may never come
back from it.
Conclusion
In conclusion, Tyson Foods demonstrates how a strong marketing strategy, grounded in
relatable storytelling and effective use of I AM statements, can foster significant growth and a
positive relationship with the prospect. The brand’s emphasis on humanizing its persona and
aligning with its consumers’ values has undoubtedly contributed to its success. However,
Tyson's failures in ethical and environmental practices threaten to undermine the trust it has
built. The dissonance between its stated values and actual practices risks damaging its credibility
and emotional connection with the prospect. To ensure it does not lose the Level IV connection,
Tyson must be transparent and address these contradictions, taking steps to align its operations
with its brand promises. By doing so, Tyson can reinforce its UVP, rebuild trust, and ensure that
it ultimately practices what it preaches.
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References
McCracken, J. (2024). GRAPHIC: Tyson Foods Annual Sales Have Doubled in the Past Two
Decades. Investigate Midwest. https://investigatemidwest.org/2024/09/04/tyson-foods-
annual-sales-have-doubled-in-the-past-two-decades/.
Our Core Values. (n.d.). Tyson Foods.
https://www.tysonfoods.com/who-we-are/our-story/where-we-came-from/our-history.
Our Purpose. (n.d.). Tyson Foods.
https://www.tysonfoods.com/who-we-are/our-story/where-we-came-from/our-history.
Phoenix, J. (2022). The Truth about Tyson. Union of Concerned Scientists.
https://www.ucsusa.org/resources/truth-about-tyson.
Signorelli, J. (2022). Storybranding 2.0: Creating Stand-out Brands Through the Purpose of
Story. River Grove Books, pp. 158-185,
https://www.everand.com/read/385414784/StoryBranding-2-0-Second-Edition-Creating-
Stand-Out-Brands-Through-the-Purpose-of-Story#Links to an external site.
Stillerman, K. (2020). 4 Ways Tyson Foods Made 2020 Worse. The Equation.
https://blog.ucsusa.org/karen-perry-stillerman/4-ways-tyson-foods-made-2020-worse/.
What We Do. (n.d.). Tyson Foods.
https://www.tysonfoods.com/who-we-are/our-story/what-we-do.
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