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

The value of your brand — part one

February 14, 2014By Behind the Shelf Blog, Brand Marketing

Posted by Megan Moyer There are a lot of companies that struggle to find success with a new product introduction. While there can be any number of contributing factors to success or failure, one that is avoidable with proper planning and focus (and is most important!) is knowing and carrying through the value of your brand. I see … Read More

Does your package still pop?

January 13, 2014By Behind the Shelf Blog, Brand Marketing

Posted by Megan Moyer Just what is it that makes your product package stand out on the shelf? Can you pinpoint the elements that help consumers decide to choose it over a competing product? We’ve worked with multiple manufacturers that successfully secured distribution and were accepted into stores but then had problems selling their product. Of … Read More

Turn your “likes” into advocates

January 7, 2014By Behind the Shelf Blog, Brand Marketing

Posted by Dave Wendland One challenge facing organizations who have added social media to their marketing mix is how to measure return on investment and gauge the medium’s effectiveness. I’ve spoken to too many companies – large and small – who feel the success of social media (e.g., Facebook; Twitter; blog; Pinterest; etc.) is how many … Read More

Brandvocates can promote your brand at retail

December 20, 2013By Behind the Shelf Blog, Brand Marketing

Posted by Jen Johnston What’s a brandvocate? Quite simply, it’s a brand advocate – a consumer who is passionate about your product’s efficacy and eager to share your brand message with others. Savvy suppliers are relying on their brandvocates to share their brand messages with their peers. That’s a great idea, but if consumers can’t find … Read More

Some products make it, some fail

November 1, 2013By Behind the Shelf Blog, Brand Marketing

by Megan Moyer I consider myself an early adopter when it comes to personal care items, so working at HRG might be viewed as my destiny. Believe it or not, our analysts reviewed an average of 205 new HBW products each month in 2012. There are always new products coming to market that I probably need … Read More