Category: Marketing
Posts Archive
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 […]
Lessons From Organic Water
This past July, Vermont businessman Adam Lazar celebrated a remarkable achievement: getting USDA organic certification on his new line of bottled water, Asarasi. Asarasi; the USDA’s first certified-organic water Yep, you read that right. Organic water. Because water has no carbon molecules and is therefore technically inorganic, the USDA has previously excluded water as an […]
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: […]
Rethinking a Facts-First Approach
Sanderson Farms isn’t backing down from its antibiotic use in poultry, despite most major players in the poultry industry moving toward “no antibiotics ever”. Faced with mounting customer—and shareholder—criticism, the company released a comprehensive infographic backed by outside professional resources explaining its position. (click to see full graphic) The experts are reputable. The facts are […]
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 […]