Keeping the end in mind

Posted by on Jun 21, 2018 in Brand Marketing, Views

By Dave Wendland, as seen in HealthCare Distributor magazine, “Out of the Box” column, November/December 2017 It was Lewis Carroll in the Alice in Wonderland Through the Looking Glass book that said, “If you don’t know where you’re going, any road will get you there.” I personally like Yogi Berra’s twist on the phrase, “If you don’t […]

Stop advertising your features and benefits and start telling your story

Posted by on Jun 20, 2018 in Behind the Shelf Blog, Brand Marketing

by Jen Johnston, CHHC, senior marketing services account manager  No matter how great they are, your product’s features and benefits alone are probably not going to sell your product. Features and benefits are like informational data, and consumers don’t buy based solely on reason and logic; most purchase partially based on their feelings. In this […]

Resolution: Eliminate two items from my product line

by Steve Choate, business development manager, for the Resolutions blog series Adding new items or extending a product line seems like the best way to build your business and increase your brand awareness. However, sometimes less is more! Adding items can oftentimes dilute individual SKU sales, and make shopping the shelf for the consumer more […]

Are you using feature symbols on your packaging?

by Jen Johnston, CHHC, senior marketing services account manager  People don’t want to read anymore. We knew this was coming, didn’t we? First we went from hand-written letters to emails, which tended to be much shorter. Soon emails became too long and we moved to text messages and tweets – bite-sized bits of copy that […]

Certified, verified, accredited, and approved

Posted by on Apr 19, 2018 in Behind the Shelf Blog, Brand Marketing

by Jen Johnston, CHHC, senior marketing services account manager As the mom of a young boy with celiac disease, one certification matters to me above all others – Certified Gluten Free. When I see the symbol, I know that product has been verified to be under 10 ppm gluten by the Gluten Intolerance Group and is […]

Resolution: Look at my brand as if for the first time

by Dave Wendland, vice president, strategic relations, for the Resolutions blog series Before joining HRG I was running a small marketing consultancy in San Diego focused on software start-ups and their go-to-market strategies. Not surprisingly, the founders of many of these companies were very proud of their accomplishment and felt strongly that others would simply see it through similar […]

Gluten-free personal care product? Do tell.

by Jen Johnston, CHHC, senior marketing services account manager  Is your non-ingestible personal care product free from gluten and cross contamination? Then please, do tell! According to, celiac disease affects about 3 million Americans. That’s roughly equal to the number of people living in the state of Nevada. Do people with celiac disease eat shampoo, […]

Build your brand with high-quality product images

From the desk of Julie Massey, visual assets manager Over the years of working at HRG, I’ve been asked to explain what a high-quality image is and why it should be important to manufacturers. I encourage you to read our e-book, Be Sure Your Images Make an Impact, to get more detail, but I’ll sum it […]

What has your product done for the buyer lately?

Posted by on Feb 19, 2018 in Behind the Shelf Blog, Brand Marketing

by Jen Johnston, CHHC In my last post, I talked about getting in the buyers’ brain prior to your meeting. I mentioned that before doing that, you need to understand the benefit for the buyer and how it differs from the consumer. I’ve seen my fair share of buyer presentations that focus on the features […]

Getting in the buyer’s brain BEFORE the meeting

Posted by on Feb 8, 2018 in Behind the Shelf Blog, Brand Marketing

by Jen Johnston, CHHC When you are a new-to-market brand meeting with a potential retailer partner for the first time, one of the biggest compliments you can receive (besides “Yes, I want to bring in your brand ASAP!”) is “Oh yeah, I’ve heard about your brand before.” They might not quite remember where they heard […]

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