The best ad I’ve seen all week – and why!
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 […]
Sell a product or build a brand
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 […]
Your competitors might be different than you think
by Jen Johnston If your HBW brand is crossing over from the natural market to conventional channels, you may need to look at your competitors differently. For example, say you are a brand that is very well established and successful in the natural space — a true leader in your category. Now you are crossing […]
Three Steps to Building an Effective Strategy
By Dave Wendland Many companies seem stuck when it comes to developing their go-to-market strategy. Often it’s the result of having too many chefs in the kitchen who don’t seem to agree on direction, because they fear the unknown, or are unwilling to budge from the status quo (a.k.a. “safety net”). Sure there are countless […]
Thorough planning is a must for product launches
By Megan Moyer “By failing to prepare, you are preparing to fail.”― Benjamin Franklin When you are launching or re-launching a product, it is so important to plan, and plan thoroughly. A necessary stage in planning will include pouring over data and research to make sure what you are developing, positioning, and manufacturing is a […]
Do you know what your customers really want?
by Megan Moyer The product development process is complex and there are plenty of risks along the way. We’ve always advocated for research to be a part of this cycle to mitigate those risks and ensure you’re going to market with a product that is meeting a need and/or filling a gap. Do you know […]
Define your brand story to reach Millennials
By Jen Johnston If your brand is trying to reach people in their 20s and 30s and you are still asking the question “Can a brand have a personality?”, then you may be missing the bigger picture. The idea that a brand can have a personality goes without saying; in fact, a brand must have […]
Total Recall
By Dave Wendland Do you know what your potential shoppers recall in just three seconds? It’s a fact: that’s how much time you’re afforded in today’s fast-paced, attention-starved retail world to make an impression. Despite ever-increasing competition, more fickle shoppers, and waning loyalty, the goal of retail has remained largely unchanged: You want your customers […]
Branded together
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, […]
How will anyone recognize your brand if you aren’t consistent?
By Megan Moyer Building a strong brand entails a number of factors and actions. Foremost is consistency. Consistency of message, imagery, logo standards, voice, tone, and style. There are times when you deviate from your corporate voice, tone, or style – depending on the message intent, the vehicle you are using, and the feelings you […]