Uncle Ben
Uncle Ben is a rare brand icon whose level of controversy is directly inverse to his level of activity. In fact, up until a recent update, he was a figurehead in the most literal sense of the word. Most consumers only know him as the face on the box of rice. Unfortunately for the eponymous brand, that character gave off a strong sense of servitude, which many consumers found offensive. Developed during a far less racially sensitive time, Uncle Ben had long been perceived as a relic with racially charged overtones.
A recent brand update with a corresponding website overhaul attempts to transform the icon from part-time pariah into full-time CEO. The new interactive portal offers visitors a tour inside Ben's (he's not really using the "Uncle" anymore) plush corporate office. You can browse through his emails, rifle through his datebook, check out his library and even get some chess tips. Rice recipes and information are interspersed among the various character-building elements.
The new site is a good example of how a brand can try to reinvent its core without completely losing its identity. In Uncle Ben's case, absolute reinvention would have required disposing of the company's entire brand identity. Because Ben had been so relatively absent in his own marketing, the company was free to fill the resulting void with as much or as little they saw fit. The company simply presented the public with an updated mythology that reinforces positive messaging for its irreplaceable icon. The result is an online presence that consumers can find appealing for what he is, rather than who he was.
