How Great Packaging Delivers on a Brand’s Promise

Marketers love the idea of creating disruption in their category. And packaging is usually the spark: Something so radically different that consumers can’t resist putting the product in their carts.  But being different isn’t enough. The most breakthrough packaging design has to be rooted in the brand’s promise. Our latest white paper shares guidance on […]

Struggling Brand? Fix Your Strategy, Not Just Your Packaging

We know how easy it is for Food & Beverage brands to miss the mark on brand strategy, too often mistaking it for design application, or even marketing strategy or activation. When your brand is faced with a problem — and time, budget, and business are on the line — the alluring promise of immediate […]

Focus Your Food & Beverage Innovation on Your Brand’s Promise

In a recent client meeting where we were discussing potential new product opportunities, the CFO threw out a quote from Confucius: “The man who chases two rabbits catches neither.” His words prompted me to think deeply about the intersection between brand strategy and innovation. Some food and beverage brands manage to out-innovate their strategy, to […]

What’s in a Name? Your Brand’s Mission and Meaning

A brand name, in and of itself, is meaningless. Think of it as a vessel into which you pour meaning—your capital-B Brand: The promises you make to the world and the ways in which you keep them. A powerful brand name carries all kinds of weight. It becomes shorthand for everything you stand for. It […]

Food & Beverage Brand Leaders: It’s Not All About You

“I’m not feeling it.” “This doesn’t do it for me.” “I want to be wowed.” Are your emotions, opinions, and whims getting in the way of advancing the brand you’ve built? If you’re like many food and beverage entrepreneurs, you might be. Entrepreneurship is cool. You started this business because you saw a need and […]

The World Is About to Change (Again); Is Your Brand Ready?

Right now, in the spring of 2021, we’re at an inflection point: One year ago, the world was in full lockdown and consumers were “hunkered ” at home; one year from now, things will be fully back to business as pre-pandemic. Over the past 12 months, your company has made shifts large and small in […]

Food and Beverage Brands: Enlist Your Retail Reps as Powerful Allies

Recently, a client of ours had a category review meeting with a certain retailer to pitch a group of new products. The retail buyers picked the client’s concept apart and demanded a whole bunch of changes. Our client’s team was dejected but persistent. They set a follow-up meeting, and we helped them refine their presentations […]

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 […]

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