
Daring Thoughts

POP! Goes the Brand: Is Your Packaging Working Hard Enough?
Packaging isn’t just about looking good—it’s your brand’s first and often only chance to grab a shopper’s attention. In a crowded aisle, your product has just seconds to stand out, communicate what it is, and convince someone to buy. This guide breaks down the key principles of effective packaging design, from creating a clear communications hierarchy to avoiding common pitfalls. Make sure your packaging works as hard as you do!

What is Brand Positioning and Why is it Essential?
In order to break through and convert shoppers, brands need to target a segment of consumers with specific needs, desires, and pain points that align with the brand’s offering. They must know who those consumers are, what they truly care about, and how the brand can bring value to their lives, in order to connect with them in an authentic way. This is brand positioning.

Price Pack Architecture 101
How do you build your product portfolio strategy? While every situation will vary based on the unique conditions of your business, we have some general considerations that can be helpful when framing your portfolio strategy.

Summer 2023 Fancy Food Recap
This week we attended the Specialty Food Association Fancy Food Show in NYC for the first time. We left very full and inspired after sampling so many innovative new products! Read about the five trends which left us most excited.

Brand Storytelling
Storytelling is a powerful tool for engaging with others, capturing attention and influencing people. A strong story can mean the difference between someone buying your product, investing in you, or supporting your business plan vs. being forgotten or dismissed. Learn about applications, common pitfalls, and best practices for brand storytelling.