Food & Beverage Companies: Time to Go from Bland to Brand
If you’ve walked the health and beauty aisle at Target in the past few years (back when leisurely strolling a retail store was an everyday occurrence), you’ve seen the rise of a particular brand aesthetic. Lots of whitespace, sans serif type, an absent logo, soft modern colors. Designers and marketers have dubbed this aesthetic “blanding” — a […]
Massive Innovation is Coming to Food and Beverage. Is Your Brand Ready?
2021 will launch more innovation at one time than we’ve seen in a while. Here’s how to prepare your brand for the competition. By switching to a brand-driven innovation strategy, better-for-you brand owners are future-proofing their business and retooling for growth. Download this white paper to learn how to: Get this exclusive report brought to […]
7 Tips to Expand Your Better-for-You Audience Without Losing Your Fans
It’s the No. 1 concern for every better-for-you company we talk to: How do we rebrand without alienating our current fans? This is an existential question — because growth always means adding new consumers to the fold, and in appealing to those new people you risk leaving your early adopters behind. Marketers mistakenly worry that […]
Does Your Naturals Brand Have a Mission? Or Just a Mission Statement?
Type “how to write a mission statement” into Google’s search field, and it’ll return 434,000,000 results. Clearly, there’s a lot of advice out there for writing a mission statement. But that’s not what we’re talking about here. We’re talking about capital-M Mission: Your brand’s true purpose. It’s easy to have a mission statement. It’s harder to […]
Brand Slam | Call For Entries for Season Two
Retail Voodoo is recruiting participants for Season 2 of Brand Slam – Episodes starting March 2021. CPG brands spend a lot of time telling consumers how different they are. And with the brand world changing faster than ever, the fundamentals of brand building are receiving scrutiny. What is a brand anyway? A logo? An idea? An […]
Big Plans for Your Naturals Brand? Start With a Strategic One
Yes, 2020 has been a … well, we’re not sure what kind of year to call it. While it’s still not business as usual, businesses still have to do many of the usual things, like planning for 2021. And if there’s one thing you should have on the to-do list for your natural food or […]
White Paper: DTC for CPG Brands
Why it’s time to use DTC to establish a first-party data strategy to increase your CPG Brands brand’s relevance. Learn why food, beverage, and wellness brands are rethinking their DTC strategies to include consumer insights. As CPG Businesses have come to DTC marketing’s new frontier many leaders are looking to answer critical questions about their […]
How to Navigate Brand Change, When Your Sales or Operations Team Dominate the Conversation
Some of the organizations we work with are veritable marketing machines, built on the strategic thinking and specialized discipline that drive modern better-for-you brands. Others are operations- or sales-centric, focused on chasing opportunity and ROI. Not that there’s anything wrong with either, of course. But in ops- or sales-driven corporate cultures, marketing takes a backseat, […]
Better-for-You Brand Marketers: Don’t Ignore Boomers
In most marketer circles, it’s not sexy to talk about marketing to the Baby Boomer generation: they seem too old, stuck in their ways, out of step with modern ideas. Instead, brands chase millennials — the on-the-go tastemakers who are all over Instagram — and Gen Zers, whose world views align with mission-driven BFY brands. […]
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 — […]
