Artisan…the word that elevates any food or beverage product. According to researcher Datamonitor, there are over 800 food products that proudly display this moniker, 200 of which were introduced or re-branded in 2010 alone. Why? Producers and marketers adopting this descriptor have claimed impressive sales lifts, and in some cases, with increased price points that are commensurate with the elevated status that the word artisan connotes. Never underestimate the power of a well chosen word in branding and positioning.