Skip to main content

What Insects Can Learn From Lobsters About Rebranding

How surprising biology lessons inform marketing pivots.

Branding Business Law & Economics Entrepreneurship Food & Drink Retail, Marketing and Advertising Operations Management Product Development Product Distribution Supply & Demand Chapter 1 Taking Risks & Making Profits Chapter 2 Economics Chapter 3 Globalization Chapter 4 Ethics & Social Responsibility Chapter 6 Entrepreneurship Chapter 9 Production & Operations Management Chapter 13 Marketing Chapter 14 Product & Price Chapter 15 Distribution Video Blog Understanding Business Higher Education

Chowing down on a big bowl of crickets probably doesn’t sound very appetizing, does it? According to a range of experts interviewed in the video below, though, our disgust at the thought of eating insects might just be a matter of perception. This extensive report from the New York Times shows how lobsters went from disgusting to delicious in the eyes of American eaters, a branding journey that bugs might also take in the near future.

Questions:

  1. What are some of the factors that contributed to lobster’s transformation into a delicacy?
  2. Do you think American consumers can be convinced to include insects in their diets? Why or why not?
Author: NickelsMcHughMcHugh