Developing a brand name has evolved into a very complex process that extends way beyond the cultural and geographic boundaries of the country in which the brand name originated. Developing a brand name now encompasses consideration of many more factors than in the day of "Mad Men"...pre-Internet. The ultimate goal in developing a food brand [...]

Based on a recent YouGov Omnibus Survey (2014), 50% of US consumers who are aware of advertising claims, regardless of product category, don't trust what marketers say about their products. Moreover, over 40% think that advertising claims are downright dishonest and almost 60% want beefed up requirements for  proving the accuracy of advertising claims. To [...]

Creating a new food brand name...where does the inspiration come from? There are many approaches to take in creating a food brand name and each has its upsides and downsides.  In the end, however, it is important to understand that whatever brand name is chosen, it must be unique, distinctive, memorable, and most importantly...ownable. It [...]

Food packaging sells...it's most often the first "ad" consumers see for products. Whether your product is a new start-up or an existing product with some shelf life, if you are not fully utilizing your packaging as a sales tool, you're missing a huge opportunity. This is particularly important since packaging is advertising space, or media, [...]

It appears that most stakeholders in the the nutrition facts label conversation agree that updates are overdo. The devil, of course, is in the details. Which facts need to be updated, added, or deleted? How should they be presented graphically? In addition to the agenda of better informing consumers so that they can make better [...]

INFOGRAPHIC: B2B Marketing/Sales Guide - Using Email, Social Media, Content Marketing. Download the PDF from link below. infographic_b2bmarketing-640x3024

It's not at all uncommon for food marketers to contact us with a shopping list of marketing wants...email campaign, direct mail, social media, advertising, promotional campaigns. Of course, we are happy to assist, but  we really have to ask:  how did you determine that these marketing tactics belong on your marketing shopping list? The answer [...]

Whether it's the food industry or any other, the budget talk between clients and their marketing/creative partners can take many twists and turns. Some clients are very open about their marketing budgets and the objectives they hope to achieve. Others play it "close to the vest" and prefer not to share marketing budget information with [...]

Pre-Super Bowl week is a busy time for food marketers and all advertisers alike. With an estimated 181 million US viewers and total spending expected to reach $12.3 billion, the Super Bowl has become a feeding and advertising frenzy. Take a look: 1. Total Super Bowl spending by viewers is expected to reach $12.3 billion, [...]

Of all the assets any food marketer owns, hands down the most valuable is its brand. While all the other tangibles such as processing equipment, physical plants, delivery fleets, furniture, fixtures, and so on, depreciate over time, a well managed brand appreciates over time. Yet, in many organizations, brands are viewed as simply the logo [...]