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Brand Slam Episode 3 – featuring Red Plate Foods

Brand Slam Episode 3: Learning Where to Invest Marketing Funds as a Start-Up Food Brand

Learn the category audit techniques these leading brands have leveraged to average triple-digit growth.

In this episode you will meet Red Plate Foods founder, Becca Williams.  As a true advocate for the allergen-avoidant community, Becca and her husband started Red Plate Foods to create a plethora of bakery-fresh desserts, and food-service favorite foods for an audience looking to avoid the top 8 most common food allergies.

Brand Slam was created by Retail Voodoo to help CPG entrepreneurs in food, beverage and wellness reduce their struggle with brand growth in the face of Covid-19. Using the auditing process models created by Retail Voodoo to develop Brand Ecosystems, (which we’ve used for some of the world’s most beloved brand and feature in the book Beloved & Dominant Brands,) we benchmark Red Plate Foods and provide strategies to help Becca gain brand traction and learn where to start on her plan for growth and brand traction.

David Lemley

David was two decades into a design career with a wall full of shiny awards and a portfolio of clients including Nordstrom, Starbucks, Nintendo, and REI. His rocket trajectory veered when his oldest child faced a health challenge of indeterminate origin. Hundreds of research hours later, David identified food allergy as the issue and convinced skeptical medical professionals caring for his child. Since that experience, David and Retail Voodoo have been on a mission to create a cleaner, healthier, more sustainable food system for all.

Connect with David
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FoodNavigator-USA Summit 2020: Food for Kids: David Lemley Keynote: How To Build A Brand Kids and Parents Will Love

School closures – and tentative re-openings – have compounded stress levels for families, while COVID-19-induced economic anxiety is also straining household budgets. So how can food and beverage brands come up with enticing – but affordable – recipes, products and culinary solutions to make life easier for parents when long-established routines have been upended?

What does the ‘new normal’ look like for families and has this crisis given a boost to direct to consumer brands targeting babies, toddlers, and young children? Will the recent growth in interest in kids’ multivitamins continue, or is it risky to assume that buying patterns in 2020 provides a useful indicator of where consumers are heading in 2021?

Find out the answers at FoodNavigator-USA’s third Food for Kids summit – which is transitioning from our usual face-to-face event to an interactive broadcast series.

The series will bring five category-focused events, including:

  • The Consumer Panel
  • Kids and the Plant-Based Trend
  • Beverage Trends
  • Innovation in Action… Meet the Trailblazers
  • Meeting Children’s Nutritional Needs, from Foods to Supplements

Watch the On-Demand Event Now

David Lemley

David was two decades into a design career with a wall full of shiny awards and a portfolio of clients including Nordstrom, Starbucks, Nintendo, and REI. His rocket trajectory veered when his oldest child faced a health challenge of indeterminate origin. Hundreds of research hours later, David identified food allergy as the issue and convinced skeptical medical professionals caring for his child. Since that experience, David and Retail Voodoo have been on a mission to create a cleaner, healthier, more sustainable food system for all.

Connect with David
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Changing Consumers Behavior Around Happy Hour with Sharelle Klaus, DRY Soda Company

Gooder Podcast with Sharelle Klaus

In our current culture, alcoholic beverages have traditionally been the center of all celebrations. It’s how we wind down our day, relax and give ourselves a moment to rest. That is until now. Generation Z and Millennials are bucking those habits and finding better and healthier ways to relax. Part of it is self-awareness, the ability to recognize when alcohol is a crutch – rather than a treat, and some of it is “I’m not doing what my parents did”. They are normalizing alcohol-free celebrations, getting real about mental health, and creating an inclusive environment for everyone. It’s time for the sober revolution.

Sharelle Klaus and I walk through her journey of self-discovery, and the ins and outs of finding her and her brands true north. We discuss her passion to create inclusive celebrations for all people. And that sometimes, you just have to start all over.

In this episode we learn:

  • Sharelle’s aha moment that turned into DRY.
  • The story of teaming up with Sans Bar.
  • How Millennials and Generation Z are changing our relationship with alcohol consumption.
  • How to educate, socialize, and enroll behavior change for consumers.
  • How “bad news” can be the path to opportunity.
  • To trust your gut, even when you’re the only one in the room that believes it.
Gooder Podcast

Changing Consumers Behavior Around Happy Hour with Sharelle Klaus, DRY Soda Company

About Sharelle Klaus:

Sharelle Klaus is the Founder and CEO of DRY Soda Company  As the visionary behind DRY Soda Company, Sharelle has always had a passion for the culinary world and celebrating each part of a meal – including the beverage. After having four children, she didn’t want to let a lack of wine or cocktails stop her from being a part of the party. Klaus recognized an absence of refreshing, clean, non-alcoholic options in the market, and became determined to create the first line of botanical bubbly that was worthy of meal pairing. She believed savory and sweet flavors more commonly used in cuisine could offer exciting compliments to her favorite meals. In 2005, Klaus crafted the first batches of DRY in her home kitchen and officially launched DRY Soda Co. a few months later.

Klaus brings over two decades of entrepreneurial, financial and technology industry experience to her role as CEO at DRY, and oversees all marketing, strategic planning, and innovation for the brand. With guidance from some of the Pacific Northwest’s best chefs and a savvy corporate team, Klaus pioneered a new category of sparkling beverages, fearlessly leading DRY’s aggressive growth in a male-dominated industry. Prior to founding DRY, Klaus worked as a consultant for Infrastructure Management Group and Price Waterhouse. She also served as president of the Forum for Women Entrepreneurs, where she drove strategic development of programs, events, and fundraising for the organization’s 250+ Seattle-area members. Klaus has been featured by Huffpost, Forbes, Wall Street Journal, Imbibe, and others.  Klaus has also won several honors including, Seattle Business Magazine’s CEO of the year, Puget Sound Business Journal Women of Influence, and PSBJ 40 under 40.

With a keen appreciation for humor and wit, Klaus is an avid supporter of entrepreneurship and frequently speaks at professional conferences, workshops, and the University of Washington Business School, where she also participates as a judge for the Michael G. Foster’s School’s well-known business plan competitions. She is also a board member of the Aliados Foundation that builds resilient community business based on biodiversity in the Andes and the Amazon—and connect them to markets across the globe.  Klaus graduated from Seattle Pacific University with an undergraduate degree in political science and currently resides in Seattle, Wash.

LinkedIn – https://www.linkedin.com/in/sharelle-klaus-1804078/

Show Resources

DRY – Welcome to DRY Botanical Bubbly! The non-alcoholic sparkling soda perfect for celebrating any occasion. Enjoyed on the rocks or in your favorite zero-proof cocktail.

Sans Bar – We are a growing group of average people who recognize that life can be fun without alcohol.  We are sober, we are on the move, and we believe that real connection happens when people are sober.  We want to create a space that is free of alcohol and welcoming to all.  We believe that the best version of anyone’s life includes healthy socialization, helping others, and taking care of both mind and body.  Sans Bar is composed of people who want to change themselves and the world around them.  We believe positive change can happen in the smallest ways, and still yield a tremendous impact.

This Naked Mind: Control Alcohol, Find Freedom, Discover Happiness & Change Your Life (Book) – offers a new, positive solution. Here, Annie Grace clearly presents the psychological and neurological components of alcohol use based on the latest science, and reveals the cultural, social, and industry factors that support alcohol dependence in all of us.  Packed with surprising insight into the reasons we drink, this book will open your eyes to the startling role of alcohol in our culture, and how the stigma of alcoholism and recovery keeps people from getting the help they need. With Annie’s own extraordinary and candid personal story at its heart, this book is a must-read for anyone who drinks.

BevMo – a privately held corporation based in Concord, California, selling mainly alcoholic beverages.

Diana Fryc

For Diana, a fierce determination to pursue what’s right is rooted in her DNA. The daughter of parents who endured unimaginable hardship before emigrating from Eastern Europe to the U.S., she is built for a higher purpose. Starting with an experience working with Jane Goodall to source sustainably made paper, she went on to a career helping Corporate America normalize the use of environmentally responsible products and materials before coming to Retail Voodoo.

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It’s Time to Lead with Passion and Heart with Jane Pinto, Pinto Barn

Gooder Podcast Featuring Jane Pinto

We humans, especially in the naturals space, have desires to live strong clean, and healthy lives. My guest Jane is no different – however, her journey into the better-for-you space took a route many of ours don’t. A child born with food allergies added fuel to her entrepreneurial ways and inspired her to use her natural leadership ways to help move the free-from movement mainstream.

In this episode, Jane Pinto, founder of First Crop, Don’t Go Nuts, Sacred Sleep, and the Pinto Barn shares with me, her journey of developing brand ecosystems that are based on the foundations of reciprocal relationships. She challenges our thinking as brand owners and consumers to do one thing every day that holds our industry accountable for the claims we make and the passions and commitments we profess. And she reminds us that true leadership starts with the heart. Listen, learn, and get inspired!

In this episode we learn:

  • What sacred economics are and how companies can embrace this philosophy.
  • Why we should always believe that there is enough for everyone.
  • How to create brands using the foundations of love, transparency, and authenticity.
  • How being honest about your knowledge, abilities and your feelings can make you a better leader.
  • How to have courageous conversations with your consumers, customers, business partner, community and employees.
  • That it’s time to be bold, real, and fierce leaders.
Gooder Podcast

It’s Time to Lead with Passion and Heart with Jane Pinto, Pinto Barn

About Jane Pinto:

Jane Pinto is founder of First Crop, Don’t Go Nuts, and Pinto Barn. She is a lifelong visionary in the naturals and wellness space building cultures of love and care, companies with strong missions that are devoted to healing and elevating people and the planet, and spent her entire career helping corporations create workplaces that honor unconditional equality. Her companies create innovative products and services that help people improve their lives through engaging with consciously created, uniquely designed products.

LinkedIn: https://www.linkedin.com/in/jane-pinto-5977a814/

E-mail: jpinto@firstcrop.com

Show Resources

Pinto Barn – Founded in 2011, based in Salida, Colo., Pinto Barn is a collective of caring hearts who commit their energy, talents, and passion to consciously creating products that help people to live healthy, whole lives. Divisions include Don’t Go Nuts and Sacred Sleep.

Don’t Go Nuts – makes safe nut-free foods using organic, non-GMO ingredients that are good for you and good for the planet.

First Crop – A hemp and CBD brand with the mission of “Healing People and Planet one seed…one soul… one regenerative act at a time.”

Sacred Sleep – a division of Pinto Barn Inc., is a company dedicated to Lifestyle Sleep Wellness and to creating Sleep Sanctuaries to help people set intention around sleep. In addition to the new organic cotton and fair-trade alpaca collections, Sacred Sleep’s product offering includes luxury eucalyptus blend sheets and mattress covers, medicinal herb loose-leaf teas in daytime and nighttime blends, and custom locally made pottery mugs and tea bowls. Sleep is sacred, so are you.

Hilary’s Eat Well – is the creator of convenient and culinary foods that are made from real ingredients and are free from common allergens. We are helping to heal the American diet by bringing these foods to all people who seek tasty, nourishing cuisine. Our products forge innovative culinary paths and disrupt the status quo. We care about the health of our customers, employees and ecosystem.

EnjoyLife – Enjoy Life Foods is the leading brand in the growing Free-From category, featuring a robust portfolio of Certified Gluten Free and Non-GMO Project Verified products that are free-from 14 common allergens. Enjoy Life’s mission and brand promise is to deliver safe, better-for-you products free-from food allergens, but not free-from taste so everyone can Enjoy Life and Eat Freely!

Diana Fryc

For Diana, a fierce determination to pursue what’s right is rooted in her DNA. The daughter of parents who endured unimaginable hardship before emigrating from Eastern Europe to the U.S., she is built for a higher purpose. Starting with an experience working with Jane Goodall to source sustainably made paper, she went on to a career helping Corporate America normalize the use of environmentally responsible products and materials before coming to Retail Voodoo.

Connect with Diana
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White Paper: Navigating Brand Disruption

Covid Series: Vol 01

Why it’s time to develop a brand-driven strategy to future-proof your brand.

Learn why food, beverage, and wellness brands are rethinking their fragmented strategies that hinder their marketplace performance in the face of unexpected disruption.

Businesses who are relying on the four P’s of marketing are especially subject to disruptions in the age of Covid.

By switching to a brand-driven strategy, better-for-you brand owners are future-proofing their business and retooling for growth.

Download this white paper to learn how to:

  • Plan for distribution hiccups and eliminate lost opportunities.
  • Reduce ingredient dependence in favor of brand-driven benefits.
  • Outpace copycat competitors by delivering on brand purpose.
David Lemley

David was two decades into a design career with a wall full of shiny awards and a portfolio of clients including Nordstrom, Starbucks, Nintendo, and REI. His rocket trajectory veered when his oldest child faced a health challenge of indeterminate origin. Hundreds of research hours later, David identified food allergy as the issue and convinced skeptical medical professionals caring for his child. Since that experience, David and Retail Voodoo have been on a mission to create a cleaner, healthier, more sustainable food system for all.

Connect with David
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Brand Strategy Checklist 1: Strengthen Your Brand’s Body

We all agree that brand strategy is vital to your business. Profit, loss, fame, or ruin all hang in the balance. Since getting it right is critical and fortune favors the well-prepared, Retail Voodoo created our own brand strategy checklist toolkit to drive all client engagements.

Why is Retail Voodoo’s brand strategy checklist in three parts?

Over the years, we’ve helped hundreds of clients evolve their businesses through brand strategy. So, we’ve learned a few things about how to make it stick. And we believe the journey of developing a comprehensive brand strategy is best broken down into three realms:

  1. The physical (external forces) that influence your brand.
  2. The mental (the psychology) of the organization.
  3. And the soul (the spirit) of the brand.

Just like people, when your organization’s brand strategy has clarity and alignment in these three realms, the outcome is strength and confidence, powerfully focused on the future. In this first installment of our brand strategy toolkit, we explore the physical, external forces that influence the mechanics of your brand. The external forces or physical aspect of brand strategy will help us see the way toward meaningful and long-lasting differentiation.

For brand strategy to be successful and lucrative, your team not only needs to understand but collectively buy-in to the ways in which the outside world shapes your brand’s reality. Let’s look at the difference between a competitive audit and competitive advantage with the goal of using both to put shape to audience mapping through the lens of trend analysis.

Competitive Audit

What is it? 
The basic version is a review of all the competing brands in your space and how they communicate. But this is just the beginning. A meaningful competitive audit also looks at offerings, events, and circumstances competing for your audience’s attention and dollars.

The “Retail Voodoo Way:”
We assess all of your competitors with this checklist. We study their social media streams, public relations, consumer-facing communication, in-store, and online experience. We then benchmark your brand against that information.

What you can do with it:
When armed with a robust competitive audit, your company’ has the power to change from emotion-based marketing to differentiation based communication. It also lays the foundation for seeing innovation from a strategic perspective rather than merely opportunistic.

Questions to ask:
1. Do we know our real competition?
2. What adjacent categories are consumers looking at when considering our brand?
3. What other businesses and products might we make if we had clarity?

Core Audience Map

What is it?
A comprehensive profile of who currently purchases your brand.

The “Retail Voodoo Way:”
A meaningful core audience map goes beyond demographics by placing the people currently buying your brand into an audience-to-be universe. We use primary research to map this and find out who is different and where things overlap.

What you can do with it:
A research-driven core audience map gives a company new power. Not only does this allow for easier persona creation in sales and marketing, but helps leadership and product development get into new businesses and get out of others.

Questions to ask:
1. What primary research are you using to build your current audience map?
2. Who else in your category shares the same audience?
3. Who would you include in an audience-to-be map?

Competitive Advantage

What is it?
Admit it, you think this one is obvious. But remember, there are 300 choices of toothpaste. But competitive advantage isn’t simply what you make, who you are, and how good you are at the 4 P’s of marketing (product, price, place, promotion). In our world, it’s much more.

The “Retail Voodoo Way:”
We look at competitive advantage as a three-legged stool. First, we determine what your company does or makes better than anyone else. Then we look at whether you have proprietary ingredients in your matrix, or not. Finally, we look at who is disrupting you – along with how and why. And when appropriate, we look at which competitors and adjacent categories your brand can disrupt.

What you can do with it: 
Once your team understands your distinct and ownable differences in the competitive landscape, your brand has a chance to move from competing on price and being in the right place to being sought out and commanding a premium at the same time.

Questions to ask:
1. What market conditions exist to give us clear competitive advantage?
2. How and why are we different than others with similar offerings?
3. What needs to change internally or externally for our brand to have a stronger advantage?

Trend Analysis

What is it? 
Trend analysis for branding is different than the financial world. In branding, history does not necessarily repeat itself. In brand strategy, trends are social proof.

The “Retail Voodoo Way:”
Since brands and branding run on the backbone of modern culture, it is imperative to anyone crafting a brand strategy to have insight into what’s coming next. But that takes more than following the Kardashians on Instagram. We believe data, shopper insights, and emerging cultural preferences are the strongest predictors of trends that brands can leverage.

What you can do with it: 
A validated trend report provides management with confidence to move boldly toward a new future, create new offerings, and stop producing items that no longer fit the cultural norm.

Questions to ask:
1. How do our products and services fit into modern society?
2. What social proof do we use when evaluating our innovation pipeline?
3. How might our business change and grow by paying attention to trends as part of strategy?

In our next installment of our brand strategy checklist, we will focus on the psychological aspects that shape your brand.

David Lemley

David was two decades into a design career with a wall full of shiny awards and a portfolio of clients including Nordstrom, Starbucks, Nintendo, and REI. His rocket trajectory veered when his oldest child faced a health challenge of indeterminate origin. Hundreds of research hours later, David identified food allergy as the issue and convinced skeptical medical professionals caring for his child. Since that experience, David and Retail Voodoo have been on a mission to create a cleaner, healthier, more sustainable food system for all.

Connect with David