Promotions are necessary to build your brand but few result in any measurable longterm sales gains. The power of purpose needs to be included in all of your brand building strategies and especially in your promotional campaigns. Most brands use the tired “strategy” rinse and repeat – which is not a strategy. You’ve worked [...]
Most promotional spending is wasted or ineffective. The goal of every promotion should be to introduce your product to new customers. Current strategies do little to drive sustainable growth. Brands need to do more than “rinse and repeat” previous promotions to stand out in a crowded category. Trade spending includes everything needed to get [...]
All brands claim they listen to their customers but do they really? If this were true then there would be less new product innovation or the need for a better mousetrap. Natural brands need to be experts at innovating and creating disruptive products their customers want and need. This requires carefully listening including walking [...]
The leaders who inspire us tell rich stories about how they excelled beyond their peers and how they looked into the future for solutions to problems we did not know we had. Take Steve Jobs or Elon Musk for example. Henry Ford said that if he asked what people wanted they would have asked [...]
Innovation is the key to every brand’s success BUT there is a night-and-day difference between innovation in mainstream and natural. This is because true natural product innovation is what's responsible for the sustainable growth across all categories. It sets you apart from your mainstream competitors because natural brands have a more intimate relationship with [...]
Few brands have a clear message or story. I don’t mean your slogan, mission, or claims. I’m talking about your brand story. You know the game where you share a story with someone who then shares it with someone else and so on. By the time the story reaches the 10th person, the story [...]
