Better-for-You Brands: Quit Playing Small
Occasionally in our work, we encounter a curious phenomenon: We’ve completed deep-dive brand strategy work with a client in the better-for-you space, and laid the foundation for them to achieve growth. Everyone’s committed to the new strategic direction. And yet when it comes time to execute — a packaging refresh or marketing strategy or advertising buy — […]
Is Your Brand Speaking Consistently to Everyone, Everywhere?
As a marketer in the better-for-you space, you may recognize that your brand is fractured in the real world – that it delivers different experiences to customers in different channels. It’s a common affliction for BFY brands, especially those that are in startup mode or emerging from that phase. These brands tend to have limited […]
Doing Brand Strategy: When Can You Delay, When Must You Act?
Marketing is a discipline of campaigns and deployment and deadlines, so it’s easy to get caught in the swirl of urgency and lose sight of what’s important. The world moves fast for better-for-you brands, especially emerging ones, so leadership tends to bypass one of the most important tasks: building a strong strategic foundation for the […]
Building a Strong Strategic Foundation for a Better-for-You Brand
Your marketing team has deployed a super-creative social campaign that’s generating lots of likes. Your brand has been the recipient of some positive media coverage over the past year. Maybe you’ve invested in a packaging refresh. And yet, these communication efforts aren’t translating into the sales boost your leadership is expecting. If you feel like […]
How Marketers Can Influence Innovation in Better-For-You Brands
Innovation is the lifeblood of any brand hoping to achieve long-term relevance. After all, how can you pursue meaningful growth if you’re not offering products that appeal to consumers beyond your current audience? How can you keep your devotees in the fold if you don’t delight them with new things they didn’t know they needed? […]
Your Brand Isn’t a Marketing Asset. It’s a Business Essential
We’ve been thinking (and writing) about brand a lot lately. Not just because it’s the heart of what we do, but because so many really smart people we encounter misunderstand or misinterpret the concept. They interchange the words ‘brand’ and ‘branding,’ mistaking the thing, a strategy-driven business asset, for the activity, the tactical approach of deploying that […]
Founder Fears Associated with Private Equity and Acquisitions
Better-for-you food and beverage has become the investment world’s industry darling. And with good reason. All but the most resistant non-believer understands that what we eat and drink and do to stay active have a direct impact on our health. Combine this with the pace of change that technology affords entrepreneurial business, combined with the […]
Food & Wellness Brands, Beware: How Redesigns Go Wrong
When you were a kid, you probably begged your parents to let you have cookies before you had dinner, right? You wanted the sweets before you ate your vegetables. Now that you’re running marketing for a food, beverage or wellness brand, you want the good stuff (cool-looking, trendy identity, and packaging) before you’ve had the […]
The 6 Marketing Ingredients of a Naturals Brand
The “4 Ps” model has been a foundation of marketing management since the 1960s: Product + Price + Place + Promotion = Marketing If you manufacture a product, price it right, make it accessible to shoppers, and spread the word about it, you make the sale. Easy. We’re here to declare this 50-year-old formula dead. […]
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 […]
