Marketing professionals have been advising clients for decades to invest in brand positioning and identity to produce a greater ROI on all other marketing and promotional efforts. After a 10-year study, we now have quantifiable data to support that sage advice courtesy of WPP brand consultancies The Partners and Lambie-Nairn, in collaboration with Millward Brown [...]
Clean packaging/labels for food and beverage products is a hot topic. Consumers certainly have spoken about their desire for simplified ingredient lists and easy to read/comprehend food product packaging. The topic is also generating confusion not only among consumers, but also food and beverage product producers and marketers. First, it's a matter of definition. One [...]
"There is nothing worse than a sharp image of a fuzzy concept." Ansel Adams, Photographer
We're often asked, "what's the difference between marketing and advertising?". In fact, there are several terms in the advertising and marketing world that many of our food and beverage clients have asked us to clarify. We've found that we can better serve our clients needs if we're all talking the same "language". So, let's come [...]
There are an unprecedented number of communication channels food marketers have access to today to reach their target audiences. For many B2B and consumer audiences, however, information overload has been reached and they are also experiencing a little tech burnout. This may explain why some modern marketers are returning to two communication channels that many [...]
The recently released 2015 Packaging Matters, an annual research study from MeadWestvaco Corp., reveals significant gaps between how important some packaging attributes are to consumers and how satisfied they are with the packaging of products they buy. Over 80% of the more than 5000 global respondents/consumers said they were only moderately satisfied with product packaging while [...]
Building brand value often feels like a daunting task within the highly competitive space that food and beverage brands reside. Yet, in 2014 global brands managed to achieve a 12% increase in value. It is tempting to attribute this feat to deep marketing pockets, but there is more to it than that. Here are some [...]
Digital-first connectivity, hyper-localization of consumer data and in-store/on-shelf efforts such as the use of packaging to clarify health and wellness claims and build consumer trust are three game-changing industry trends that retailers should be monitoring in 2015, Nielsen Senior Vice President of Global Consumer Insights James Russo said Monday. Supermarket News 2/9/15.
The Federal Label Modernization Act (FLMA) is scheduled to be finalized in early 2016 with full compliance anticipated by 2018. The FLMA is expected to affect over 700,000 food and beverage products/UPCs. While the FLMA may be viewed as disruptive to some, savvy food and beverage marketers are viewing it more as an opportunity, and [...]
The consumer shift to snacks and mini-meals continues to grow, and food marketers are redefining their strategies in response. Recent market research conducted by Packaged Facts and Dupont Nutrition & Health revealed that over 85% of Americans snack daily, and the average number of snacks and mini-meals consumed was 2.8 per day in 2014, up [...]
