Five Reasons For A Brand Refresh

September 13, 2021By Views

By Dave Wendland, for Forbes Agency Council, as appeared on August 6, 2021 Although change for change’s sake is seldom a good course of action, a well-executed brand refresh could be just what the doctor ordered — if the underlying rationale justifies such measures. Refreshing an overall brand identity should be rooted in strategy, and these … Read More

Moving Beyond Product Features And Benefits In Brand Messaging

August 28, 2020By Views

By Dave Wendland, CommunityVoice for Forbes Agency Council, as appeared on July 27, 2020 We’ve all heard late-night advertisements touting amazing product features: “It slices! It dices! But wait — there’s more!” For those of us old enough to remember these immortal words of Ronald M. Popeil, who started pitching products on infomercials in the late 1950s, I … Read More

How Remote Work Could Shift Our Communication Style Forever

May 25, 2020By Views

By Dave Wendland, for Forbes Agency Council, as appeared on April 24, 2020 “Are you there?” Whether you’re conducting an internal meeting with fellow remote employees or with clients in multiple locations, we have all been answering this for the past month as the shape of the workplace has continued to evolve and previously existing social and … Read More

The best ad I’ve seen all week – and why!

August 13, 2015By Behind the Shelf Blog, Brand Marketing

by Jen Johnston Recently I was browsing the Independent Choice® circular of one of our local natural food stores, Good Harvest Market. Good Harvest Market is a member of the Independent Natural Food Retailers Association, which makes the Independent Choice circular possible. Besides the grocery listings and encouragement to celebrate “hemp history week” (yep, that’s … Read More

Sell a product or build a brand

July 17, 2015By Behind the Shelf Blog, Brand Marketing

by Jen Johnston There are manufacturers out there in the world who solely want to sell product. You might be thinking, well yeah, that is the point of being in business, right? True, but your business will not be sustainable if you have more interest in selling a product than building a brand. You need … Read More

Branded together

September 10, 2014By Behind the Shelf Blog, Brand Marketing

By Dave Wendland Can a brand have a personality? Yes! A corporation, a product, even an individual has an opportunity to be “branded.” My definition – not dissimilar from others far more learned than me – is simple. Brand identity is what people say about you or your product after you’ve left the room. So, … Read More

Your brand and your business are not the same thing (and one is more important).

August 27, 2014By Behind the Shelf Blog, Brand Marketing

By Jenny Kosek Scenario 1: Your new product contains a unique ingredient that none of your competitors have even heard of. Your clinical trials prove that you’ve developed the most efficacious formula, and your consumer research has told you that shoppers are interested in this new product. Your packaging is gorgeous, your pricing attractive, and … Read More

A great image will sell your product

August 6, 2014By Behind the Shelf Blog, Brand Marketing

Introduction: If you are selling or showcasing your CPG products online, a clear, sharp image of your product – showing multiple sides and views – may increase sales potential significantly. In this post, guest blogger, Julie Massey, HRG’s visual assets coordinator, explains the importance of having uniformity of image content on your site. When you … Read More

The value of your brand — part two

February 24, 2014By Behind the Shelf Blog, Brand Marketing

by Megan Moyer In my previous post I talked about the importance of explicitly defining your brand from the outset and offered some things to think about when identifying the attributes you want your product to be known for. Today, I’m going to focus on how a well-established brand saves time by guiding marketing and sales … Read More