A Seamless Brand

       

When thinking about seamless brands; Ben & Jerry's is the perfect example. 

The Ben & Jerry's 'hippy' personality is communicated on every product, every bag, and every napkin. From Free Range produce, to Fair Trade alliences; Ben & Jerry's use everything they can to spread their green messages.

"We believe that using business as a tool for social and environmental change is just as important as sourcing the finest ingredients to make our ice cream." (http://www.benjerry.co.uk/ourvalues/)

There are lots of brands using Twitter and Facebook, but there aren't many that actually listen, and even fewer who actually interact. Ben & Jerry's not only makes the effort to interact with people, but takes the time to acknowledge people's needs, and make them happy. 

I found this great example of Ben & Jerry's great social networking, between @Whatsnext, and @CherryGarcia, aka Jay, Ben & Jerry's Tweeter-in-chief.

'Whatsnext' tweets about her oral surgery, and ordering a week's worth of ice cream. 'cherrygarcia' replies on the same day (a Sunday no less!). 'Whatsnext' then received a letter and some vouchers through the post. (Below)

'Whatsnext' then blogged about her extremely positive experience with Ben & Jerry's; resulting in free positive promotion for the company. 

(http://socialmediatoday.com/whatsnextblog/250293/social-crm-thank-you-ben-jerrys-brand-thats-social-real-and-mediatemple-trying)

Adverts for Ben & Jerry's also reflect their green values and personality:

 

Sundae in the common is Ben & Jerry's answer to a summer festival. It comprises ice cream, music, and an experience with fair trade and ethical issues.

http://www.benjerry.co.uk/sundae/

Throughout their brand, Ben & Jerry's keep their personality constant and clear. They are a truly inspirational brand that believes and supports the fair trade movement,  and standing up for the 'little guy'.