In April 2021, King’s Hawaiian decided to scale up beyond their traditional, occasion-based marketing. How can companies expand their sales while preserving the brand that consumers have come to love?

First, King’s Hawaiian used innovative marketing techniques to distinguish themselves from mass market bread products. Second, they expanded their product options without straying too far from their identity. 

These strategies, among others discussed in the paper, allowed King’s Hawaiian to both scale up and stay true to itself. Other brands seeking a similar mission can benefit from adopting some of their strategies.