Imported brands have challenges that ‘native’ American brands can’t imagine. To begin with, your branding is likely to be dictated by a global home office with little insight into the American market. And for many brands, although the U.S. looks like an enormous pot of opportunity, with, at last count, 682 different grocery chains, the splintered distribution system is simply
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Archives for brand management
Making Friends Across the Aisle in specialty food marketing
It may not make you popular if you’re a congressperson, but if you’re in specialty food marketing, take a tip from Nielsen’s report on snacking: crossing the aisle to create promotions across the store is the path to success. They measure and rate correlations on ‘high connectivity” purchases: for example, fresh chicken breasts, which have strong positive correlation with 133 other
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Budgeting for Small Brand Marketers needs Marketing Effectiveness
2015 is coming. Time for ambitious brands with limited budgets to make really tough choices. We’ve just won our second award for Marketing Effectiveness, for a project that came in under $350,000. So we hope you’ll find this helpful: Two things to know about changes in Social Media Be aware that an algorithmic change will drastically reduce your Facebook exposure: Facebook
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Specialty Food Brands – David versus Goliath battles
We worked with Rena through the creative food company she founded in 2000 with Tom Eckerle, Soup to Nuts. Together they created and photographed over 200 recipes for our agency client, Arla Foods. Rena’s expertise in every aspect of food, from recipe creation for the home cook to food service design to the taste preferences of individual markets, was
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Self Storage Marketing | How to start thinking, and acting like a brand.
It was a great ride while it lasted. In the early days of self-storage, you could pick up commercial property, convert it with cheap facilities and rent away. Competition was there, but there were still lots of opportunities to make money – renting a box full of air. Business was good. Self Storage as an industry has matured dramatically in
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The Fifth “P”: Selling in the Era of the Maximizing Mindset
You built your brand on the four P’s – product, place, price, and promotion. Now you need to think about how your company approaches the fifth ‘P’ – Personhood. Anyone who’s read Groundswell, the seminal text on how social media changed business forever, is familiar with the new reality – that the ‘fourth wall’ has come down. Corporations used to
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