Posts in Emerging brands

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The Woeful Challenges of Marketing Inexperience

May 29th, 2019 Posted by brand marketing, brand strategy, CMO, Content Marketing, Digital marketing, Emerging brands, Marketing Strategy 0 comments on “The Woeful Challenges of Marketing Inexperience”

Building an emerging brand when you don’t know what you don’t know

If ever there were a time when new emerging food and beverage ideas have a chance at stardom, the golden age has arrived. Investment capital is flocking to the culturally relevant and unique, while new food ideas and innovations are popping up right and left. While the barriers to entry are lower than ever, the stakes and requirements for sound strategy are accelerating rapidly as more emerging brands compete for share of limited consumer attention and stomach. This, by the way, was the genesis idea underneath creating Emergent, the Healthy Living Agency.

Into the abyss entrepreneurs jump, entering the fray seeking to answer what looks to be a nearly insatiable appetite for new, higher quality, healthier and novel food and drink experiences. At the front door all appears promising in a world yearning for new and better.

Meatless meat, lab grown proteins, dairy milk without the cow, probiotic and prebiotic, keto kits, ancient grain snacks, pea protein-infused everything – and now in the developing pipeline – food-as-medicine. Whew. Yet many of these aspiring enterprises will encounter critical interruptions along the path; challenges to scaling the business that will relegate some to permanent small ball status and others to the heap of failed concepts.

Marketing plays a significant and important role in mitigating the challenges that exist in moving from very early adopters to scale-able mainstream audiences and wider distribution channels. More often than not, however, we encounter the misappropriation of marketing as essentially a social buzz-making proposition. Rather, it should be a disciplined strategic asset built on a foundation of sound consumer insight.

What’s lacking in the emerging brand zeitgeist is this: experienced marketing brains and early strategic, hands-on guidance – thus why Emergent is a partner in the Food Marketing Institute emerging brands “Mentor” program. There, we counsel that marketing is not just sending out a press release, filing content routinely in social channels or retaining an influencer with a foodie follower base. It is a strategic proposition that optimizes the entire go-to-market plan for growth, effectiveness, measurable outcomes and fewer mistakes.

The eight deadly sins of marketing myopia

Here in random order are eight mistakes that can impede growth and hold the emerging brand proposition back from a leading role in the evolving food and beverage industry:

  1. A form of business grade narcissism – business in love with itself to the exclusion of what’s relevant to the consumer’s passions and interests.
  2. Absence, then, of a continuous devotion to seeking consumer insight and putting the customer at the very center of business planning. One thing to say and another to do.
  3. An undernourished mission and higher purpose that should become the driver for everything the brand stands for and its ability to acquire deeper meaning and connection with consumers.
  4. Improper positioning most frequently manifested as no real discernable positioning. This should be created through careful exploration of how best to push uniqueness and differentiation.
  5. Scattered and less relevant messaging that is the outcome of not addressing the first four sins correctly, and the vanity of assuming consumers will resonate simply because it’s there (if you build it, they will come).
  6. And messaging’s twin sister, an absence of sound strategy in trade and consumer facing communication that mirrors their lifestyle aspirations and wants. This directly impacts any opportunity for engagement.
  7. A real show-stopper: a clunky packaging presentation that dilutes impact in any crowded retail setting at a time when consumers long to know more and care about the product creation backstory.
  8. Finally, failing to fully optimize the brand’s opportunity story in the context of real-world competitive advantage and own-able equity with existing and potential investors. Experienced brand and business storytellers know how to skillfully navigate this arena.

There’s simply no margin for error

No one gets a hall pass from doing the strategic heavy-lifting to refine the brand, its meaning, how it’s presented and what is conveyed. Experienced hands are needed for this work. It can be tempting for founders to think they know marketing even when their background, training and experience does not hail from this discipline.

After all, founders understand the product from the ground up, right? Yes – but, experienced marketing players grasp the consumer, the retail environment, and know the tools to refine how the entire concept is served up, and how best to make every communications dollar work like 10.

  • Emergent’s Brand Sustainability Analysis, for example, constitutes the kind of foundational work that creates a strategic anchor for a new brand to maximize its higher purpose, differentiate the concept and imbue the story with greater consumer relevance and deeper meaning.

Yet in many cases, none of this is done as new brands hire a designer for package graphics – call it “marketing” and then call it a day. Evidence of the oh-so-powerful axiom: you don’t know what you don’t know. Some of the more fully funded emerging businesses have witnessed faster acceleration because they understood the long-term importance of engaging the right marketing minds at the start.

For others it seems less of a priority because, again, owners believe they can do it themselves. The honest answer here is no. In varying degrees of involvement from guide to outsourced execution, it is wiser and better to get the marketing experience in the door early for the very reason – you never get a second chance to make a first impression.

The strength created today will, pay dividends for years to come and when you start out on the right foot good things tend to follow. Success is in the eyes of the beholder certainly. That said home runs will always be more satisfying than base hits.

Luck by the way has nothing to do with it. This is hard work that requires enough time in the saddle for those at the marketing helm who can quickly recognize, develop and separate the big ideas from anything less than that.

  • Owners create extraordinary products with a story to tell.
  • Investors invest capital to fuel the effort.
  • Marketers should shape the brand and go-to-market plan, and tell the story.

A word to founders: it’s hard to let go and it is also tempting to assume you can do anything if you put your mind to it. Engaging experienced, professional marketing talent is not a nice to have, it is essential to the future of the business because you won’t achieve jet engine results if you fuel the brand with regular, unleaded expertise.

Looking for more food for thought? Subscribe to our blog.

Bob Wheatley is the CEO of Chicago-based Emergent, the healthy living agency. Emergent provides integrated brand strategy, communications and insight solutions to national food, beverage, home and lifestyle companies. Emergent’s unique and proprietary transformation and growth focus helps organizations navigate, engage and leverage consumers’ desire for higher quality, healthier product or service experiences that mirror their desire for higher quality lifestyles. For more information, contact Bob@Emergent-Comm.com and follow on Twitter @BobWheatley.

 

 

 

Food Marketers Seek New Strategies as Consumer Trust Declines

December 11th, 2018 Posted by brand marketing, Brand preference, brand strategy, consumer behavior, Consumer insight, Emerging brands, Food Trend, Transparency 0 comments on “Food Marketers Seek New Strategies as Consumer Trust Declines”

Food and beverage brands must move to new story…

Growing consumer concerns over health and wellness.

Evolving expectations around higher product quality.

Emerging calls for greater transparency and truth in labeling.

General cynicism toward marketing that sells ‘at them’.

In study after study consumers continue to show their lack of trust while demanding more honesty from brands vying for their spending — with rewards going to those brands that ‘get them’.

Some marketers have attempted to force-fit traditional claim and assertion style marketing tactics into digital platforms but with little success. To consumers, it still smells like conventional spin so they work to avoid it entirely.

Other marketers have smartly moved their strategic game plan to focus on building more respectful consumer relationships around alignment with lifestyle interests and aspirations.

  • Yet new information and insight now coming to light suggests, while lifestyle connections remain important, there’s a new sheriff in town governing what breaks through the clutter to secure brand consideration and selection.

In many respects, this revelation makes absolute sense based on our deeper understanding of consumer skepticism and absence of trust combined with their desire for honesty, authenticity and expressions of a true soul coming from brands and businesses they choose to favor.

Seekers of truth and understanding

We’ve come to a place where marketers recognize consumer interests more fully, texturally, as they evaluate new and emerging food brands with a merit-based system. It’s important to note here first, the fundamental requirement for business growth in any category requires an unshakeable bedrock of clear brand differentiation.

Around the unwavering consumer call for standout uniqueness is an equally strong desire for better products that are also better-for-you, and culturally connected to relevant social issues such as sustainable farming, green environmentally-friendly operations and animal welfare. 

The new secret sauce for accelerating food brand growth

In a recent Premium Marketing Strategy report by food industry trend expert The Hartman Group, a survey question was posed: what kind of narrative would likely cause you to select a new premium brand?

The answer wasn’t about better price or taste. Rather, consumers wanted to know more about how the product was made. Followed in close order by a related topic – the source of ingredients used to make the product; in sum, the product creation story.

So what does this mean?

It’s a gigantic red, neon flag waving three feet in front of every marketer. Consumers want to assess the merits of the food or beverage based on how and who created it.

Contained in the details of this product creation backstory is the necessary evidence of quality, healthfulness, and connection to culturally relevant practices and beliefs. Rather than accept assertions on face value, consumers want to peer under the hood, and in doing so, narrow the chance of being influenced by proverbial brand apple-polishing.

  • It’s one thing to claim better-for-you, and it’s entirely another to reveal ingredients, processes, methods and sources that authentically demonstrate healthy and higher quality.

How to be the credible brand storyteller – Show Me!

So you sell hamburgers… where did the beef come from, who raised the cattle and how were they fed and cared for? About the bun and vegetables used, same need. What are your standards of quality and what about the relationships with your suppliers; their carbon footprints? How is the hamburger prepared, what evidence can be provided about food safety, ingredient integrity and freshness?

No matter the category, there’s a transparency story underneath about how you make things, how you source ingredients and what goes on in your kitchens.

This is the information that forms the basis of earning brand trust and evaluation of the brand’s relevance to consumer beliefs and cultural affiliations. Said another way, the product creation story isn’t a nice to do, rather it’s a must do in getting to active consideration.

Worried that this kind of information demand will be difficult due to weaknesses in your creation story? Then, you have a mandate to make improvements. It may be time to recognize that new premium food solutions are growing while many legacy brand businesses are losing share of heart and sales.

The strategic recipe

Armed with this consumer insight, the food and beverage path to marketing best practices begins with creating an inventory of competitively strong product attributes. These attributes will inform the rationale for how the product will credibly deliver on its key benefits.

  1. Important to note this should be cast as unique attributes that help elevate and separate the product from competing brands, and that make the product better at delivering its promised benefits.
  2. Competitively significant attributes are then integrated in storytelling about product creation and ingredient sourcing.
  3. This means elevated, premium production and sourcing criteria outweigh benefits in the hierarchy of successful brand outreach strategies. Thus, it’s important to cite value-added attributes not offered by legacy brands.

As the decline in consumer trust continues to chip away at the authority curve for brands, what moves in to fill the vacuum left when assertions and claims don’t resonate? A new era of food and beverage marketing opens based on a real-world reality-check about what’s inside the product.

Tangible, visible evidence of quality now passes assertions of quality in effectively reaching consumers with the motivating message. What the consumer is really saying: Show Me!

Looking for more food for thought? Subscribe to our blog.

Bob Wheatley is the CEO of Chicago-based Emergent, the healthy living agency. Emergent provides integrated brand strategy, communications and insight solutions to national food, beverage, home and lifestyle companies. Emergent’s unique and proprietary transformation and growth focus helps organizations navigate, engage and leverage consumers’ desire for higher quality, healthier product or service experiences that mirror their desire for higher quality lifestyles. For more information, contact Bob@Emergent-Comm.com and follow on Twitter @BobWheatley.

Tipping the Scale on Emerging Brand Growth

July 12th, 2018 Posted by Agency Services, brand marketing, brand strategy, CMO, Consumer insight, Content Marketing, Emerging brands, food retail strategy, Food Trend, Navigation, Transformation 0 comments on “Tipping the Scale on Emerging Brand Growth”

Writing the new rules of successful marketing

Recently Emergent became an active Mentor partner with the Food Marketing Institute’s Emerge platform. FMI, under the leadership of Julie Pryor and Margaret Core, has created Emerge to help nurture the increasingly important population of up and coming food and beverage brands. These growing businesses are gaining attention of the food buying public and occupy an ever more significant proportion of in-store real estate at food retail.

This new world of emerging brands is evidence of a dramatic shift in consumer preferences for food choices with a creation story founded in higher quality, more artisanal and sustainable attributes. These businesses are often married to a higher purpose that transcends commerce; a purpose aimed at improving the food supply, sustainable farming, battling hunger or some other altruistic commitment that imbues the business with greater meaning.

For our part, we enter the FMI Emerge relationship as Mentors – a resource that new and emerging brands most likely would not have access to until later in their development. The goal is to help scale these businesses more rapidly while avoiding some of the mistakes that can occur early in the fundamentals around marketing, packaging, distribution and channel decisions or innovation.

Reengineering of the food and beverage business

The emerging brand growth engine has attracted the interest of private equity investment and large cap CPG looking to participate in this unique, culturally relevant space. Additionally, retailers interested in leveraging this wave must adopt a new set of best practices to help support these new brands that don’t come to the table with deep-pocket promotion and brand-building budgets.

As the pendulum swings towards marketplace reward for the more entrepreneurial food brand business – where everything about their origins and path follows the beat of a different drummer than legacy CPG food brands – NEW marketing rules must also be considered and executed with commitment to maintain the specialness of these businesses.

What remains true for all participants is an interest in scale. But not scale at any cost. Great care must be exercised in building these brands to make successful expansion a reality in a shorter time span. Wrong moves can violate the very principles that sit underneath why these emerging products got traction in the first place.

Application of old-school marketing technique and thinking can interrupt and disrupt the very important reasons why consumers prefer these up and comers. It’s critical that entrepreneurs maintain the artisanal characteristics of their products which is the very reason consumers are attracted to them in their ongoing treasure hunt for new and more interesting, real food experiences.

What’s changed?

To uncover the right formula for growth, it only makes sense to understand the context that makes these businesses relevant and important to the future of the food and beverage business.

Perhaps fundamental here, is the influence of food culture cues on consumer behavior. At one time taste, price and convenience held sway in defining what consumers want. While taste remains an arbiter of anything that ultimately succeeds, other issues command consumer attention and help pull the purchase lever.

Consumers now look for cultural symbols and lifestyle relevance in the food and beverages they buy for the very reason they believe that higher quality choices help them secure a higher quality life.

Here in sum are some few of the evolutionary changes taking place which these new brands are tapping into:

  • People see food differently: higher quality, real and fresh food = higher quality and healthier lifestyle
  • Cultural markers are advancing around health and wellness, clean eating and cleaner labels, shorter ingredient lists, local sourcing, visibility to supply chain, more unique flavor profiles, even fresh versions of previously processed food ideas
  • The pace of innovation and development of new food ideas has made a quantum leap– from concept to beloved at speed — witness Ripple pea milk and Beyond Meat
  • Radical Innovation = new category creation – this is no longer a story built around line extensions of a legacy brand. Wholesale new categories and reinventions of existing ones are becoming the norm
  • Embracing small-is-good – big used to be reliable, trusted and consistent. Now craftsmanship, ingredient integrity and more culinary-inspired solutions hold sway. Smaller often translates as better quality
  • Mission mentality – what used to be understood as philanthropy has changed to represent a core belief imbedded at the onset of product development that then stretches beyond the product. It is most often anchored in a mission aimed at improving the world around us. Food brands with a true soul, if you will

Mentoring new brands

Perhaps most evident in early stages of emerging brand development are resource constraints that make optimal investments in marketing more difficult.

Yet, it also remains true that superior product experience is most vital to initial sales outcomes. The product itself is the marketing in this respect, and relies heavily on the creation story, higher quality components and more unique formulations to gain ground. Nevertheless, scale is a desired outcome for all involved and thus brand marketing will inevitably become a catalyst.

Challenges for new brands trying to scale:

  • Lack of internal seasoned marketing talent
  • Early mistakes and missteps in packaging, pricing, distribution (channel choice)
  • Inability to fully leverage differentiation in crowded product categories
  • Little to no investments in consumer insight that informs, adds relevance to the story and dials in the messaging
  • Loose, patchwork sales infrastructure
  • Supply chain inefficiencies that layer on cost and depress the ability to invest in consumer-facing communication

These conditions make intermediaries like FMI Emerge so important in growth and development. Larger CPGs and equity investors alike would also benefit from making contributions and resource investments in emerging brands that extend beyond sales and distribution infrastructure.

Emergent: The Bridge to Scale

Our agency, Emergent, is focused on these developing brand opportunities because we believe this is the future of the food and beverage industry, and so we have an obligation to support and address the need for scale on a more rapid trajectory.

To do this we help food, beverage and lifestyle brands successfully navigate the sea change from interruption style, talk-at marketing and communications to a more healthy lifestyle relevant and participatory model.

Here are some examples of appropriate guidance we make to emerging brands and CPGs working to help accelerate the pace of growth:

  • Insight research on core user lifestyle, message testing, innovation assessments
  • Wringing out inefficiencies in cost structures (supply chain) to help fund marketing
  • Improved package design and communication; telegraphing from the shelf
  • More strategic, consumer/lifestyle-relevant earned, owned and social communications assets and programs
  • Developing novel trial-generating programs and product demonstrations

In the end, our offer is a team of experienced marketing, communications and operations talent focused on the unique needs of emerging brands. We eat, live and think Emergent. Our goal with FMI Emerge is to help provide this guidance while the industry continues to transform.

Are you ready?

Looking for more food for thought? Subscribe to our blog.

Bob Wheatley is the CEO of Chicago-based Emergent, the healthy living agency. Emergent provides integrated brand strategy, communications and insight solutions to national food, beverage, home and lifestyle companies.  Emergent’s unique and proprietary transformation and growth focus helps organizations navigate, engage and leverage consumers’ desire for higher quality, healthier product or service experiences that mirror their desire for higher quality lifestyles. For more information, contact Bob@Emergent-Comm.com and follow on Twitter @BobWheatley.

 

Emergent Announces Emerge Partnership with FMI

July 10th, 2018 Posted by CMO, Emerging brands, Food Trend, Growth, Healthy Living, Navigation, retail brand relevance, Supermarket strategy 0 comments on “Emergent Announces Emerge Partnership with FMI”

Mentoring for the greater good in food and beverage business

Today Emergent formally announces a partnership with the Food Marketing Institute’s new Emerge platform, a forum to help nurture and grow new, developing food brands on their way to potential stardom.

FMI recently created Emerge (love the name!!) as a path to helping its stakeholder base of food retailers and CPG brands, realize growth opportunities presented by investments in developing food and beverage companies. It’s no secret these nascent brands are now gaining shelf space and consumer devotion, often at the expense of legacy brands that at one time dominated the food preferences of American households.

  • At stake for all is helping scale these new enterprises without inadvertently upsetting the proverbial applecart ̶ by violating the product truths and marketing rules that influence their hard-won fan base.

Emergent was established to help food, beverage and lifestyle brands successfully navigate the sea change from interruption style, talk-at marketing and communications to a more healthy lifestyle relevant and participatory model. In keeping with this mission, we have focused also on emerging brands and the distinct differences that govern their go-to-market best practices.

We saw an opportunity through our long-standing alliance with FMI and the evolution now taking place at food retail, to be of greater service and value in helping organizations deal with the seismic changes going on in the industry. We have joined Emerge as a Mentoring partner, there to offer our deep experience and familiarity with how consumers behave and marketplaces evolve, to help these new food ideas gain a faster footing in the race to meaningful volume.

We’ve had the distinct pleasure of meeting and guiding entrepreneurs who are making a difference in their efforts to create a sustainable business while also embracing a higher purpose. This matters to us greatly because we have a mission, too.

Our higher purpose is to influence the health and wellbeing of people by helping improve the food and beverage industry’s efforts to align more closely with preferences for a healthier lifestyle. Our values are their values and vice-versa.

As business people we respect the need for all parties to achieve scale while maintaining the integrity of the original concept and remaining faithful to the principles that guided the creation of the business.

In this, we are Mentors that understand the motivations and desires of those who create these new companies as much as we know intimately the needs of people who buy and consume their products.

For that reason we’re honored to join with FMI in this endeavor to embrace change and be a catalyst for helping the industry adapt. The food industry is unique in its blending of technology and emotion – a perfect alchemy that respects the fact we eat to nourish and experience enjoyment, while recognizing the impact the food system has on the world around us.

Best time ever to be in the food and beverage brand building business!! Thanks FMI for inviting us.

Looking for more food for thought? Subscribe to our blog.

Bob Wheatley is the CEO of Chicago-based Emergent, the healthy living agency. Emergent provides integrated brand strategy, communications and insight solutions to national food, beverage, home and lifestyle companies.  Emergent’s unique and proprietary transformation and growth focus helps organizations navigate, engage and leverage consumers’ desire for higher quality, healthier product or service experiences that mirror their desire for higher quality lifestyles. For more information, contact Bob@Emergent-Comm.com and follow on Twitter @BobWheatley.

 

 

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