Passion brand, founder brand, entrepreneurial brand, family brand. Yep – we love them. And we love working with and in them. And when comes a time for a brand to grow up to fulfill its mission – everyone wants to be part of it. But passion brands aren’t for everyone. While the brand owners have a strong vision of the future, sometimes the path isn’t clear, and their super-mission-driven-power gets in the way. It takes compassion, direction and a bit of pragmatism to guide this brand on it’s true journey
Darcey Howard, Director of Marketing for Coconut Bliss shares the journey of identifying the right brand for her expertise, the journey of coaching a “Humble Hippy” brand team to that new future and transitioning that team into the HumanCo family – all while maintaining her New York sense of style.
In this episode, we learn:
How to coach passion brand owners through brand and operational changes
How to leverage the humble beginnings of a brand and develop a national brand voice
How defining your brands ethos creates the foundation for a brand
The difference between a disruptor and a change agent
To revisit audience definitions and trends to truly leverage a passion brand opportunity
About Darcey Howard:
Darcey Howard is the Global Director of Marketing for Coconut Bliss; a brand leader in divinely creamy plant-based creations. She has a 20+ year success record in growing global brands such as Nordstrom, Eddie Bauer, Kerry Foods/Da Vinci Gourmet and Starbucks. Darcey is an energetic leader that engages teams to create elegant solutions through strategic process development.
She joined Coconut Bliss in 2017 to lead a complete rebrand while also spearheading the launch of 2 new product lines, a new business sector and e-commerce. When she’s not eating ice cream for a living she’s exploring the world through food.
LinkedIn: https://www.linkedin.com/in/darceyhoward/
Show Resources
Coconut Bliss – At Coconut Bliss, all of our products contain organic ingredients that are minimally processed, ethically-sourced and divinely delicious. Every dairy-free, plant-based pint, ice cream bar, and cookie sandwich is crafted with our signature care and commitment. Even our packaging is plant-based and sustainable! With a belief in quality over quantity, community, organic ingredients, and doing good for the world we try to make everything we do blissful.
Episode Sponsor – Retail Voodoo:
A creative marketing firm specializing in growing, fixing, and reinventing brands in the food, beverage, wellness, and fitness industry. If your natural brand is in need of positioning, package design, or marketing activation, we’re here to help. You can find more information at www.retail-voodoo.com
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