Your Brand’s Success Depends on a Great Team Culture
It’s not uncommon for CPG or FMCG brand leaders to come to us for help with an external problem such as sluggish sales, aggressive competition or disinterested retailers. However, we often find that the problem behind the problem turns out to be an internal one. Employees are disengaged from the work and disconnected from the […]
Recession Coming? Now’s the Time to Be Bold & Smart
It seems like every news outlet is full of doom and gloom: inflation, rising interest rates, a likely impending recession, global food scarcity, war. Media outlets are feeding our sense of despair — their business model is built on keeping us distressed so we tune in — and so society’s malaise is self-reinforcing. Here’s the […]
What Looks Risky Might Actually Be Really Smart
On Black Friday of 2011, Patagonia famously placed a full-page ad in The New York Times with the headline, “Don’t Buy This Jacket.” Below the fold, copy explained the company’s Common Threads Initiative, which emphasizes reduction, repair, reuse, and recycling of materials in its supply chain and manufacturing. In one of my MBA classes recently, […]
The Art & Science of Killer Brand Taglines
For a food or beverage brand, a tagline has the power to capture consumers’ attention in a fractured, fast-moving world. A killer tagline is also incredibly difficult to come up with — especially if you’re trying to bolt a magic phrase onto an existing (or nonexistent) brand strategy. We think of a great tagline as […]
Authority Magazine: Women In Wellness: The Five Lifestyle Tweaks That Will Help Support People’s Journey Towards Better Wellbeing with Diana Fryc
Diana Fryc was recently interviewed by Authority Magazine on her thoughts of helping people towards better wellbeing. Authority Magazine, a Medium publication, is devoted to sharing in-depth, and interesting interviews, featuring people who are authorities in Business, Pop Culture, Wellness, Social Impact, and Tech. They use interviews to draw out stories that are both empowering and […]
Authority Magazine: 5 Things You Need To Create a Successful Food or Beverage Brand with David Lemley
David Lemley had the chance to be interviewed by Authority Magazine on his thoughts on what food and beverage brands need to be successful today. Authority Magazine, a Medium publication, is devoted to sharing in-depth, and interesting interviews, featuring people who are authorities in Business, Pop Culture, Wellness, Social Impact, and Tech. They use interviews to […]
What’s the Problem: Your Brand Strategy or Your Marketing Tactics?
Your latest campaign isn’t driving the velocity you expected. Instead of growing your sales, the new flavor you’ve introduced is cannibalizing your legacy product. Your leading retail outlet is preparing to launch a private label version of your offering. If your food or beverage brand is facing headwinds, do you know if the problem is […]
How To Use Strategy as a Benchmark for Evaluating Creative
I’m just not feeling it. I’d like to see a different shade of blue. I love it! In food and beverage marketing (in any field, really), the output of the creative process is highly subjective. We look at design assets — logo, packaging, social advertising — from the perspective of our own likes and dislikes. […]
Becoming a Green Company: 4 Examples to Guide the Way
Over the past few weeks, we’ve been publishing a series of articles about sustainability for food and beverage brands … moving from relatively low-stakes/low-impact (packaging) to mid-stakes/mid-impact (brand mission) and now to high-stakes/high-impact (corporate environmental responsibility). Product to brand to company. This is part of a series of articles we’ve published on sustainability for food […]
How Sustainable is Your Food or Beverage Brand, Really?
An article we published recently noted that food and beverage brands often tout their sustainability and package their products in “recyclable” materials. In the real world, though, most food and beverage packaging is not actually recyclable in any practical sense. And even if it were, we’ve put the burden of dealing with all of this […]
