Posts in Growth

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.

 

 

Emergent Answers the Healthy Living Chasm

October 30th, 2017 Posted by brand marketing, brand strategy, consumer behavior, Consumer insight, Emergent Column, Food Trend, Growth 0 comments on “Emergent Answers the Healthy Living Chasm”

Bridging the divide during historic change in food and beverage…

When we launched Emergent, it was based on an overwhelming body of research and marketplace evidence that food and beverage brands are in a state of transformation and thus, in need of new, fresh, refined and more relevant business-building solutions.

Of all the issues creating change, from the demand for transparency and clean labels and fresh foods — healthier lifestyle is the dominant driver that is impacting the consumer’s desire for improvement in the food and beverages they prefer.

Cultural shift makes healthier all-inclusive

Historically, the food industry’s approach to ‘healthier’ was an addition-by-subtraction model based on removing so-called bad ingredients like sugar, calories, sodium and fat; AKA the ‘diet foods’ business. For consumers, though, this often meant sacrificing taste and eating satisfaction. Which they did. For years. This was bound to be problematic because it existed in conflict with the embedded human desire for great taste and indulgent food experiences. Guilt only goes so far.

However, pervasive changes in global food culture caused the concept of healthier to shift. The good-for-you proposition began to look more like addition by addition. Healthy was restaged to focus on real, fresh, authentic, higher quality, less processed foods – more so than food science wizardry. Healthy became inclusive, lifestyle oriented and user friendly.

  • The root cause of change: consumers connected the dots between the quality of what they put in their bodies, with how that fuels what they’re able to do, and hence, their ultimate happiness and wellness.

As consumers became more engaged in higher quality food choices, it resulted in the widespread premiumization of many food and beverage categories. At the same time, media consumption habits shifted to social and digital channels controlled by consumers rather than brands.

We believe an agency devoted to mining this insight and bringing fresh thinking to the table is needed to offer meaningful guidance in the midst of this sea change.

New implications to the food system are reshuffling the industry:

  • Large cap CPG brands have experienced share and volume declines in core legacy categories. Consumers are moving away from anything perceived as highly processed or made from ingredients they don’t understand.
  • New emerging brands built on higher quality, fresh and real food ingredient solutions have grabbed the spotlight to reinvent everything from frozen meals to grain-based snacks.
  • Food retail shopping behaviors have shown a significant shift to the perimeter of the store as consumers increasingly look for fresh, real food products over center store packaged options. They’re also increasingly shopping more frequently for meal solutions over pantry stock-ups.
  • Meal kit solutions have taken share in food, by virtue of offering menu solutions derived from high quality fresh ingredients, married to easy preparation steps. Convenience meets culinary inspiration and taste satisfaction.

Time for transformation

We know that new, emerging, purposeful brands are gaining traction and attention in kitchens across America. So we visibly witness the dawn of a true food renaissance taking place around us.

  1. People are coming back to the kitchen, looking to exercise their creativity and control over preparations, freshness and quality of ingredients.
  2. We’ve entered a period where transparency, health and wellness, safety and authenticity drive purchases more so than the legacy stalwarts of price and convenience.
  3. We know the founder’s backstory and commitment to a real mission beyond the product itself is a critical component of the new brand marketing playbook.

We‘ve operationalized our understanding of what these changes mean and how to create traction in a fast-changing business environment.

Emergent’s value proposition

We’ve developed a proprietary planning model that reflects this understanding; one that demands a new approach to how brand relationships with consumers are formed, and thus, how effective brand communications should be created.

  • We are experts in this space; our services are aligned with answering these challenges.
  • We help legacy brands challenge conventional strategies and re-stage to optimize today’s conditions and help new brands accelerate their growth. We understand the consumer and how they think, how they behave and how they consume information.

If your marketing communications plans look exactly the same as last year’s, the time may be right for fresh thinking. We exist to help brands and businesses navigate and grow in the midst of transformative changes in purchase behavior. We can help you take the leap to increased relevance and alignment with this new marketing paradigm.

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.

 

Client-Agency Relationship

There’s a reason you never hear about Client-Agency Vendorships

May 26th, 2016 Posted by Growth, Insight, Transformation 0 comments on “There’s a reason you never hear about Client-Agency Vendorships”
In marketing you truly reap what you sow.

In marketing and communications, time plus experience combine to help provide hard evidence of what works extraordinarily well vs. what constitutes the far more frequent base hit rather than home run outcome.

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Marketing Roadblocks

Part 3: Emergent’s 2016 Marcom Myth Busters

January 7th, 2016 Posted by brand marketing, Growth, Insight, Retail brand building, retail brand relevance, Transformation, Uncategorized 0 comments on “Part 3: Emergent’s 2016 Marcom Myth Busters”

Work to Avoid These 3 Roadblocks to Brand Growth.

It will always be the purpose of business to “get and keep a customer.” And to do that, all manner of content, communications, and lures and bait are often broadcast in an effort to command attention. Otherwise known as push, push, push.

Yet, at times, we may be missing the forest for the trees – not correctly understanding an evolved consumer experience and behavior around the purchase decision. Awareness does not constitute engagement.

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Client-Agency Relationships

Part 2: Emergent’s 2016 Marcom Myth Busters

December 28th, 2015 Posted by Growth, Insight, Retail brand building, Transformation, Uncategorized 0 comments on “Part 2: Emergent’s 2016 Marcom Myth Busters”
3 Steps to Marketing Greatness – Mapping the Milestones to Transformation.

Over the course of my career there have been moments when lightning struck – when ideas well-executed helped usher in transformational change for a client.

Looking back, I’ve noticed some common threads through these experiences – where guidance emerges around the right conditions that elevate the level of work, the outcomes and business benefits.

Some of this will seem intuitive, but it’s one thing to say it and another to do it.

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Marketing Strategy and Customer Relationships

Key to Marketing Plan Success: Mining Current Customer Relationships

November 30th, 2015 Posted by Growth, Insight, Retail brand building, Uncategorized 0 comments on “Key to Marketing Plan Success: Mining Current Customer Relationships”
You know the old adage, “If I had a dollar for every…”

Well, that phrase couldn’t be more true when it comes to the number of times I’ve observed clients make new customer acquisition the priority and strategic center for brand marketing campaigns.

There’s a natural allure and nearly reflexive assumption embedded in marketing-think that recruiting new followers and believers to a brand is the first order of business. Reach new customers and then sell more product, right?

Well, at the risk of making a heretical statement from an agency executive, I say no.

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