Daring Thoughts
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.
What are Challenger Brands?
A challenger brand is an emerging brand that has built up enough momentum to start stealing noticeable market share from existing market leaders. A challenger is also usually changing the expectations for the category by introducing a new benefit. Learn why challenger brands are so hard for big brands to defend against.