Category: Brands
Posts Archive
Your brand is your foundation
It was a curious scenario: the company had incorporated digital advertising into its marketing program, sales were up and the return on ad spend had increased. But brand affinity was in serious decline (brand affinity being a metric that lets market researchers make predictions about how a consumer will behave).1 In fact, a relevancy study […]
Can You Make the Logo…Smaller?
Speaking at the 2017 Consumer Analyst Group of New York, Tyson Foods President and CEO Tom Hayes talked about a new vision for the company and unveiled a dramatically new corporate logo. A stark departure from the thick white font atop a red and gold seal, the sleek “T” stands out for its simplicity and–dare […]
Marketing to the 2026 Consumer
If you want a glimpse of the 2026 consumer, look up Amanda Steele. She’s a typical California high-school senior; a self-professed coffee lover who listens to Drake and says economics is her favorite class. But in 2010, Steele began posting makeup and beauty tutorials on YouTube from her bedroom as a way to connect with […]
Winning with Big Food: Part 2
The battle between Big Food and small food was no more apparent than last month when the Brewers Association (BA) unveiled its Verified Independent Craft Brew seal. The association—whose mission is to promote and protect America’s small and independent craft brewers—makes the seal free to all members. Brewers Association Independent Craft Brew seal The catch: […]
Winning With Big Food: Part 1
‘How can ‘Big Food’ win?’ was a question on everyone’s mind at this year’s Iconosphere conference in Las Vegas. As one of the industry’s leading consumer insights conferences, hosted by Gartner (formerly CEB), food & beverage strategists reiterated arguably the biggest challenge ‘Big Food’ faces in today’s marketplace: small and medium manufacturers are driving half the growth in […]
The Case for ‘Product Narratives’ in Today’s Marketplace
Narratives in marketing are nothing new; we’ve been telling stories to customers since the invention of our trade. But the narratives that resonate with our target audience has shifted substantially over time. At their latest A.C.T. (Anthropology, Culture, Trends) Conference, “Telling the Story of Food,”, The Hartman Group asserted that brand-focused narratives are quickly being […]