Food & Beverage Brands: Stop Chasing Your Competitors

Imagine walking through a fully stocked grocery store where your food or beverage brand’s products are neatly and abundantly shelved among your category. You scan your competitors’ products, also neatly and abundantly displayed. Do you: (If you’ve been reading our stuff for a while, you know which answer is the correct one, right?) The Perils […]

How to Make Retailers Love Your Food or Beverage Brand

I talk with food and beverage marketing leaders a lot about what it takes for consumers to fall in love with their brands. I write about the topic a lot, too. But there’s another audience you need to woo … and they’re essentially the gatekeepers who grant access to your ultimate fan base. I’m talking […]

A Dramatic Sales Turnaround for a Heritage Brand

The State of the Brand This heritage chocolate brand invented the sugar-free chocolate category during the 1980s with a product that tasted just like regular chocolate. Because it was marketed as a product for consumers with diabetes and other dietary concerns, it sold well but remained a niche product. As Russell Stover leveraged multi-decade distribution […]

Consumers Don’t Care About Your Cause. They’ll Flock to Your WHY.

A meaningful, powerful WHY is your brand’s most valuable business asset. If you aspire to make your better-for-you food or beverage brand brand future-proof, you have to stand for something. A capital-M Mission that connects to the deepest hopes and desires of the people who love you (and the people who don’t yet know they […]

Not Everyone Is Your Brand’s Audience, And That’s OK

You can spot fans of the Grateful Dead from across the street: by the way they dress, the stuff they ingest, the wheels they drive. They’re devoted followers who travel with the band and share bootleg recordings via online discussion groups. Deadheads can spot fellow Deadheads (even discreet Deadheads) in an instant. But the Grateful […]

How Food & Beverage Brands Can Stave Off Private Label Competitors

Those of us of a certain age remember the Cost Cutter brand.  We’ve come a long way since those “off-brand” or generic products, infamous for cheap prices matched by poor quality. Private label brands are vastly different today. And they’re aiming to eat your lunch — unless you can beat them on relevance, innovation, and […]

How Brands Use Rituals to Meaningfully Engage Their Customers

If your target audience lacks engagement or community, ritual can answer that need by fulfilling your customers’ natural desire for routine and belonging. Embracing this type of behavior modification will allow you to not only capture their attention but retain it as well. Ritual comes from an inherent human desire; we’re creatures of habit. We […]

Creating a Third Place

In the business of retail brand design, one phrase is so over-used, it’s been rendered almost meaningless. And that phrase should be the most meaningful one in the business. In fact, it employs the word meaningful. “Creating meaningful customer experiences.” Like anything else, this concept is being bandied about because it’s what retailers really want to hear from […]

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