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How Emergent can help you win in the year ahead

December 3rd, 2020 Posted by Agency Services, Brand Activism, brand marketing, branded content, CMO, Content Marketing, Digital marketing, food retail strategy, Healthy lifestyle, Healthy Living, Higher Purpose, Marketing Strategy, Navigation, Social media, social media marketing, storytelling, Transformation 0 comments on “How Emergent can help you win in the year ahead”

2021 will not be kind to ineffective strategies

Emergent’s secret sauce is our unique ability to help clients understand and navigate barriers to their growth – mission critical in what will be a challenging year ahead. The 2021 strategic goal posts have already been moving. In sum, current conditions place an extraordinary premium on correctly dialing in your brand’s higher purpose and deeper meaning – essential to creating consumer trust that unlocks the path to purchase.

  • We can help you define brand higher purpose in your category. Translate this understanding into a strategic go-to-market game plan and map your brand’s relevant messaging. Then create the communication tools to help build an enthusiastic core of brand fans who voluntarily spread your message in their own communities and social circles.

Why this matters to you: consumers’ trust in companies and brands has been declining for years. People believe the voices and experiences of other people before they will accept a brand’s claims and assertions. Social proof is the required verification and validation of what you want people to believe about your brand and products.

Our services:

  • Brand sustainability analysis: defining your higher purpose and brand stand that informs every aspect of the go-to-market plan.
  • Connecting consumer insight to strategic planning: dialing in and optimizing your brand’s relevance to consumers’ lifestyles.
  • Messaging and brand storytelling that engages, enlightens and guides: making the consumer the hero of your brand communication.
  • Building social channel strategies and tools that engage consumers in word-of-mouth activity: the most powerful, credible communications tool on earth.

Free consultation and audit:

We’re offering an easy, zero cost way to assess fit. We start with an informal conversation about your needs and interests in the year ahead. With signatures on an NDA if you desire, we will conduct an audit of your current brand messaging and business priorities. We’ll provide our guidance and thinking at no charge. If what we offer creates value for you and further interest, then we can discuss a scope of work appropriate to your unique needs.

Use this link to open a conversation and let’s talk about how to transform your outcomes in 2021.

Looking for more food for thought? Subscribe to the Emerging Trends Report.

Bob Wheatley is the CEO of Chicago-based Emergent, The Healthy Living Agency. Traditional brand marketing often sidesteps more human qualities that can help consumers form an emotional bond. Yet brands yearn for authentic engagement, trust and a lasting relationship with their customers. Emergent helps brands erase ineffective self-promotion and replace it with clarity, honesty and deeper meaning in their customer relationships and communication. For more information, contact Bob@Emergent-Comm.com and follow on Twitter @BobWheatley.

Brand activism is on the rise

Trend Alert: Rapid Rise of Brand Activism

November 30th, 2020 Posted by Brand Activism, brand advocacy, brand marketing, brand messaging, Brand preference, brand strategy, CMO, Consumer insight, Differentiation, Emerging brands, engagement, food retail strategy, Healthy lifestyle, Higher Purpose, Marketing Strategy, Navigation, storytelling 0 comments on “Trend Alert: Rapid Rise of Brand Activism”

Is your brand’s higher purpose dialed in?

“Food is now so much more than food: It’s this representation of the self. We’ve managed to use it as a signifier for so many virtues, whether that’s obvious ones like health or indulgence, but also ancestry and connection to kin and family, or the fact that you’re just a unique person out in the world.” – Benjamin Lorr, The Secret Life of Groceries, Grocery Business interview.

To successfully build and grow a base of enthusiastic brand fans these days consumer relevance is everything. In the absence of a high-quality consumer connection and a valued relationship, food, beverage and lifestyle brands can be cast out of the economic Garden of Eden, forced to wander in the wilderness of commodities interchangeably bought on price.

Now a new challenge is emerging to creating relevance that must be weighed carefully if brands are to retain the attention and support of a growing an influential new base of users. Here’s what’s coming fast and hard:

The Socialization of Brands

Six years ago we tracked a cultural shift indicating consumers were leaning heavily into deeper, meaning, values and mission in assessing the merits of their preferred brands on the path to purchase. This condition is rapidly evolving and is accelerated farther and faster as a result of Pandemic induced upheaval in mindset and evolving personal priorities.

COVID-19 presents an out-of-control social and economic environment. It is enhanced by the absence of effective readily available solutions and clear public policy guidance from previously respected sources of social organization, government and educational institutions. Into this societal vacuum comes a new form of behavior we call brand activism.

  • “COVID-19 has forced communities to grapple with how individual behavior impacts collective health and social wellness, and it has elevated the mandate that companies demonstrate how their products, practices and systems positively impact the community and support the greater good.” – Hartman Group, Value in the Time of COVID 19” whitepaper

Brands are now expected to be social actors.

“My Wallet is My Vote”

Imagine the checkout aisle at your supermarket or drug store transforming into a form of voting booth. The wallet and purchase performs the role of ballot-enhanced virtue signaling as consumers cast a vote on their brand candidate’s values through the purchases they make.

  • Purchases are largely symbolic gestures now, intended to telegraph what people want others to know about their priorities and identity. That said, the nature of this beast is evolving further with emergence of pressing issues that are forming on the horizon of our food system, how it operates and what it represents beyond abundance, indulgence and health.

The cultural shift taking place is a pervasive belief among people, Gen Z especially, that they are unique and empowered to help create change. Rather than relying on the performance of others or institutions, people look at their own relationships, networks and voices as opportunities to activate their advocacy on a larger canvas.

Alignment reaches a new level

Awhile back people discovered alignment between the quality of what they ingest and the quality of their lives. The impact of this revelation was seismic. Enter the fresh food revolution, the move to perimeter shopping at grocery, the emergence of preference for locally-sourced foods, and the decline of heavily processed packaged products.

Healthy food was no longer defined as addition by subtraction (or food science at work) to remove fat, sugar, salt and calories in order to achieve a better-for-you claim. In its place came higher quality real fresh food solutions that impacted the course of emerging food brands from large cap CPG line extensions to entrepreneurial, new food brands with an ethos and higher quality, small batch formulation.

Now another revolution is in the works as alignment evolves yet again.

The relationship of food to climate change threat

The alignment emerging now is awareness of a relationship between our current food system and the over-production of greenhouse gases that sit at the foundation of the climate change crisis. The increased pace of super storms, wildfires, droughts followed by floods, topsoil erosion, and the threats to shorelines advanced by higher water levels, serves as evidence the earth has its problems.

Now comes the realization that meat and industrial agricultural practices are the largest contributor to greenhouse gas creation on earth. The revelation: food production enabled by increased consumption by an ever-growing global population could endanger the planet. The food system specifically meat production and large-scale industrial agriculture, is producing greenhouse gas at a level exceeding the contribution of all forms of global transportation combined. Current GHG levels outstrip any prevailing public policy or naturally occurring solution that would lower it sufficiently to address rising earth temperatures and their impact.

  • As this knowledge becomes more widespread it will usher in a new era of calculation on favorable brand attributes, specifically carbon footprint. Advantage will go to brands that provide evidence of their sourcing and production processes that work to mitigate contributions to greenhouse gas creation.

Many plant-based brands have already stepped into this arena by invoking climate change in their stories. Some brands have already begun including carbon footprint claims on their product packaging or menus (Panera, Chipotle and Flora plant butter).

Fast on the move is another generation of new product concepts that employ the latest techniques in fermentation and microbe use designed to step away from the agricultural production chain entirely and thus advancing a new cadre of claims and benefits associated with climate change.

Brand activism and brand voice

We have long lauded those incredibly advanced brand ethos players like Yeti who have injected new-found lifestyle associations and deeper meaning into their brand personas. These companies take consumer lifestyle very seriously and operate as mirrors of people who, in Yeti’s case, are devoted to outdoor adventure – or at least aspire to do so.

Now a new battlefield emerges for brands that take the socialization of food and food production to a new level. These informed brands work to answer both the coming tide of planet-level food scarcity and the impact of our global agricultural system on greenhouse gas creation.

Thus we envision a new phalanx of emerging brands that weigh in on such important topics, working to associate themselves with the activist mindset of consumers wishing to vote their preferences via the food purchases they make.

Supporting regenerative agriculture practices will be one area we expect to rise in importance in the year ahead. The potential exists now to help support a new view of farming practices that can help turn farmland into the world’s largest carbon sink. These kinds of stories and the behavioral moves by brands to embrace this new thinking will mark a new era and opportunity in brand communication.

  • As consumers increasingly view purchases as a flag of their beliefs, it is vital that brand communication strategy advances to lead this conversation and facilitate the dialogue in social channels.

It’s coming faster due to the cultural shift now underway that aligns food production with climate change, making activism a part of the purchase decision. Failure to recognize this coming shift could put brand relevance at risk and hand competitive advantage to those who are already moving to answer this form of brand activism.

  • If further guidance on this evolving path is of interest to optimize your brand’s higher purpose-related messaging and story creation, we can help you determine the right path and create the right story.

Use this link to start a fresh conversation around questions you have about this emerging change-in-motion.

Looking for more food for thought? Subscribe to the Emerging Trends Report.

Bob Wheatley is the CEO of Chicago-based Emergent, The Healthy Living Agency. Traditional brand marketing often sidesteps more human qualities that can help consumers form an emotional bond. Yet brands yearn for authentic engagement, trust and a lasting relationship with their customers. Emergent helps brands erase ineffective self-promotion and replace it with clarity, honesty and deeper meaning in their customer relationships and communication. For more information, contact Bob@Emergent-Comm.com and follow on Twitter @BobWheatley.

behavioral science helps us understand how people make purchase decisions

Let’s Unpack the New Alchemy of Brand Growth

July 22nd, 2020 Posted by brand marketing, brand messaging, Brand preference, brand strategy, consumer behavior, Consumer insight, Emotional relevance, engagement, Growth, Marketing Strategy, Navigation 0 comments on “Let’s Unpack the New Alchemy of Brand Growth”

Sustainable sales tied to behavioral science

Early 20th-century Philadelphia department store magnate John Wanamaker was famously quoted, “Half the money I spend in advertising is wasted; trouble is, I don’t know which half.” His expressed exasperation has stood the test of time and remains relevant today. Are you confident your marketing investments are firing on all cylinders? Are you sure the levels of engagement you expect are being achieved, especially in an era of extreme uncertainty when consumer attitudes and behaviors are shifting?

What Wanamaker didn’t have access to in his day were the significant achievements in insight into consumer mindset, an outcome of modern behavioral science. Now, we have a litmus test and series of steps that can be applied to design marketing programs that help erase the sense of gambling that can accompany consumer outreach investments.

  • In this article we will map the journey to more effective marketing communication, a path that helps resolve Wanamaker’s dilemma.

The trouble begins at the front door of strategy when brands focus their messaging and tactics on themselves, their product features and benefits – and not on the aspirations, needs and wants of the consumer. Moreover, unless understanding of how people operate is factored in, the entire effort becomes more ‘luck of the draw’ than an informed, assured path to sustainable business growth.

The most important insight to consumer behavior that drives business results

Recent studies, including a report from Google on mastering consumer engagement, can be summarized in one over-arching conclusion that impacts how strategy is best formulated: Human beings consistently function on a predictable track to reduce or avoid taxing their brains. Researchers call this “releasing cognitive burden,” meaning people sidestep messaging that is perceived as complicated or too risky.

Marketing that is designed to help consumers with their DNA-driven efforts to make decisions easier and friction-free will lift the doubt – and help bring assured victory to outreach efforts. This is especially meaningful at a time when every single dollar spent on consumer outreach needs to perform like 10.

Understanding this path of least resistance, helps explain why emotion is more powerful than analytical storytelling to motivate outcomes and purchase behaviors. The remarkable processing that goes on underneath our cognitive radar is a form of editing that helps us preserve mental energy. The sub-conscious brain has greater influence over purchase decisions than we give it credit.

The recipe for engagement and improved outcomes

Three primary strategic components should be considered in planning, and three tools can be applied to ‘load the deck’ in your brand’s favor.

  1. Message simplicity and clarity

What is the consumer-relevant problem you solve and how do you solve it? Consumers prefer brands that help them, that provide utility and are useful. The caveat here is a tendency for brands to complicate this communication with lengthy explanations of technology and formulation advantages. On the one hand it might be presented as reasons to believe but in reality, this just stresses the consumer’s brain so they ignore it.

Moreover, this approach puts the brand in the role of story hero, which embeds an immediate disconnect for the consumer. People see themselves as the hero of their life journey and the brand’s role should be positioned as their guide and coach.  This consumer perspective needs to be respected alongside the requirement to keep communication simple and crystal clear.

2. Power of social proof

Trust is an essential element of creating a relationship with consumers and moving from consideration to purchase. How trust is created has changed as consumers grow increasingly skeptical of promises and claims made by businesses. In sum, people believe other people first.

Social channel conversations and reviews are a primary driver of trust. This is why consumers will research product reviews and examine social channels to measure the veracity of what brands claim about their product attributes and benefits. The confidence they acquire from the endorsement of others works to simplify decision-making.

3. Authority bias

Alongside the importance assigned to consumer voices in social channels are the words and opinions of respected experts and influencers. Note the word respected here is extremely important. We have ample evidence that certain classes of influencer have grown less effective when they perform more like paid endorsements rather than authentic, independent guidance.

Editorial media, physicians, chefs/food experts, health and wellness gurus and others of similar credential can be enlisted to help educate consumers on the guardrails of how to define excellence and reliability. These views and opinions work as a form of believable shorthand to help remove risk and create comfort in moving consumers along the funnel.

Tactical tools to deploy alongside the strategic components

Behavioral research also confirms that human beings resonate to a small collection of tools that can work to help close the sale.

  • Scarcity – we are hardwired for preference of anything that is in short supply and acquires greater perceived value because it is not abundant.
  • Speed – a newly minted desire borne of the Internet age is our requirement to have needs satisfied quickly. If you can move from transaction to front door fast, that advantage helps close the deal.
  • FREE – this is still a magic word. Engrained in our cultural heritage is respect for the concept of free. If you can include a bonus with purchase or some other value can be attached to the transaction at no cost – such that the word FREE is in the offering, it’s a compelling incentive.

The new age we are in and role of beliefs, values and mission

Another important strategic consideration is the emergence of shared values and mission as a component of preference. Research also confirms that consumers want their purchases to be a symbolic “flag” of their beliefs and what they think is important.

Higher purpose matters. Your ability to weave deeper meaning and a belief system into your brand promise and presentation is vital to sustainable growth. This is an evolutionary change that has been underway in earnest for more than five years. The pandemic has pushed the momentum under this cultural shift even further.

Prestige, wealth and other more materialistic attributes have fallen away while people now believe that brands have a role to play in making the world a better place. At a more personal level, they want to know how brands are acting in their best interests and helping them in tangible ways to achieve their life goals.

The rise of the “B” Corp is evidence of how this can play out when companies design their business to operate in service of others around issues of importance such as hunger, poverty and the environment.

Having a great product is table stakes now. Imbuing your brand and business with a higher purpose is a defining characteristic and quality consumers want. It is another piece of evidence that the company has a moral center, high standards, a value system, and thus can be trusted.

  • All of these strategies and characteristics at a very human level operate as trust creators to ease the buying decision and dilute risk. This matters because human beings don’t want to burn mental calories with heavy analysis of information in order to get to a reliable decision to buy.

Your ability to remove risk and create trust is job one to build business. If you would benefit from guidance on how to bring these tools together for optimal impact and effect, please use this link to start a conversation about how we can help you do that.

Looking for more food for thought? Subscribe to the Emerging Trends Report.

Bob Wheatley is the CEO of Chicago-based Emergent, The Healthy Living Agency. Traditional brand marketing often sidesteps more human qualities that can help consumers form an emotional bond. Yet brands yearn for authentic engagement, trust and a lasting relationship with their customers. Emergent helps brands erase ineffective self-promotion and replace it with clarity, honesty and deeper meaning in their customer relationships and communication. For more information, contact Bob@Emergent-Comm.com and follow on Twitter @BobWheatley.

Avoid consumer disconnects

How to meet your consumer face-to-face, heart-to-heart

July 14th, 2020 Posted by brand advocacy, brand marketing, brand messaging, Brand preference, brand strategy, branded content, consumer behavior, Consumer insight, Content Marketing, Emotional relevance, engagement, Growth, Healthy lifestyle, Higher Purpose, Insight, Navigation, Social community, Social media, storytelling 0 comments on “How to meet your consumer face-to-face, heart-to-heart”

Defining the new path to brand relevance and attraction

You can’t afford marketing that fails to connect. Too often brands inadvertently embed their communication with disconnects because the story is constructed upside down. It’s rowing against the current of behavioral science that informs us about what draws people in, or conversely, repels them.

Every food, beverage and lifestyle marketer, every day, needs their outreach activity to engage and endear consumers to their respective brand. We know the ultimate goal for any business is to get and keep a customer, so strategic communication is job one. With consumers in full control to accept or bypass brand messaging intended for their eyes and ears, engagement remains elusive and, thus, is more precious to your business than gold.

What is the secret to message resonance?

  • What are the rules governing how relationships and ultimately brand advocacy are created? We will answer these key business-building questions soon in this story. First, we need to examine the failure to engage because too many brands are missing the mark and don’t realize it.

Head-over-heart fact-based storytelling is a fast track to “strike three, you’re out!”

Human beings have a remarkable ability to embrace the experiences and stories of their contemporaries. People care about other people, more so than ‘caring’ about a specific product feature. Yet brands and businesses are too often pre-occupied with telling their story of better technology and related formula benefits, believing this is the information that will attract an audience and build sales.

To understand this, we should explore what the brand’s role is in users’ lives. Every day of every week of every year in the consumer’s life, people operate as the heroes of their own life story. Unfortunately, the vast majority of brand communication places the product at the center of the story arc, competing with consumers for the coveted hero role. The consumer recognizes their rightful role in the story has been hijacked by the brand, and they move on trying to find a respectful guide who will help them on their path to a better and more fulfilling life.

  • Yes, the brand’s role is expert guide and coach. The brand relationship must be built on a foundation of reciprocity, activated by the brand’s ability to contribute to the users’ efforts to overcome obstacles and achieve goals on their journey.

Analytical arguments of “25% faster” or “15% more protein” do not, cannot, form the basis of engaging brand storytelling. To draw consumers close, emotion is required, and relevance, based on a holistic understanding of the customer’s aspirations, desires, concerns and needs, is necessary.

Emotion captures attention

Awhile back we represented the leading pet food brand in the raw food category. They made high quality kibble and wet foods but the raw segment of their product line was seen as the most nutritionally desirable. As we spent time getting closer to their best raw food users, we uncovered amazing stories of transformation and change for pets who had health issues and behavioral challenges. Once introduced to the nutritional density of a raw food diet, these pets’ lives were dramatically altered for the better.

We created video vignettes of these testimonials, featuring non-scripted interviews and a short documentary-style approach to tell their transformation stories. The tears literally flowed as pet parents described the difficulties their furry family members faced, and what happened when a dietary change helped reverse health problems and adjusted the trajectory of their pet’s life.

  • No amount of communication about quality food ingredients, proprietary recipes, or high protein levels would come within a country mile of creating a more compelling and powerful proposition for this brand.

Further evidence of this same phenomenon came to life in a different way years earlier when I led the Friskies pet food account while at Ogilvy & Mather in Los Angeles. We created a novel campaign aptly titled: the Search for the Friskiest Cat in America. Using a variety of integrated communications and package graphic tools, we moved the news to cat owners about the opportunity for their feline to win $10,000, a trip to Hollywood for a celebrity judged final event and a coveted place on the cover of the annual Friskies cat calendar.

The idea caught fire. Consumer entries showcased oil paintings of a frisky moment, videos, poems, even screen plays. The stories shared by people about the animals they loved were nothing short of amazing; emotion-packed, authentic, fun and entertaining. By the way, the brand went to the number one category share position for the first time in 20 years.

What did we learn? We tapped a vein of emotional relevance as thousands and thousands of people shared their stories of wacky cat behavior and why their pet deserved the “friskiest” accolade. We also learned how incredibly important these bonds and relationships were to people, as seen by the lengths people would go to demonstrate it.

The tragic human experience writ large

Perhaps the most powerful story we’ve ever encountered came from a mother who had lost her teenage daughter to carbon monoxide (CO) poisoning in their home. It served as powerful motivation to families to protect themselves and their loved ones from this invisible and dangerous household hazard. No amount of logical, fact-based communication about the CO threat and its presence in the home would come anywhere near the heart-breaking loss this family experienced. They felt a calling to share their story when they understood what a pervasive problem it is in homes and that 90% of American families weren’t aware of it.

The family championed our client’s product, the world’s first household CO detector, as the instrument to help other families avoid their fate. Human beings work very hard to prevent loss or risk of injury when they know what the threat looks like and what the outcomes can be at a human level. It was the mother’s personal story, grieving for the accidental loss of her daughter that made it real and credible. Her call to action: “If there had been a carbon monoxide alarm in our home, this could have been avoided. Don’t say it won’t happen to you.” People listened and thousands of lives were saved as a result.

The heroes of these stories are people and their experiences. Not recipes, or formulations or ingredient wizardry. In each instance the brand was a guide or coach to help the consumer along their path. This is what draws people closer.

Emotional resonance comes in different flavors

  • Home cooks who are spurred by creativity and food adventure experiences in the kitchen or backyard.
  • Amateur athletes and fitness buffs who search for inspiration and guidance on their quest for improvement and self-fulfillment.
  • People whose health and wellbeing are transformed by changes to their lifestyle and mental attitude through improved eating/drinking and exercise regimens.
  • Outdoor adventure enthusiasts who are drawn to the dramatic stories of shared lifestyle experiences from people their mountaintop passions.
  • The growing chorus of people whose higher purpose and mission is to improve the world around them, addressing racism, hunger, poverty, social injustice and climate change.
  • Every product category, viewed through the right strategic lens, can secure this sweet spot of emotional relevance.

It may seem counterintuitive to focus on the consumer’s journey and need more so than the product technology. However, it is a proportional measurement of how fully a brand becomes immersed in this deeper meaning and then operates as a partner to improve the consumer’s life, that impacts the ability to create and sustain an authentic relationship.

Your four-step plan to brand engagement and growth:

  1. Make the research and study of your consumer’s lifestyle, ambitions, worries, interests and experiences a top priority. To know them is to love them.
  2. Build a strategic platform around your company’s higher purpose and mission that bears relevance to what consumer’s care most about. Your brand’s goal is to improve their lives.
  3. Construct messaging, content and invite users to participate with their own stories that bring your purpose and mission to life. People want to be part of something that’s greater than themselves.
  4. Listen and improve. The more you know about them and their needs, the more powerful this dynamic relationship becomes.

Emergent has created a proprietary process called Brand Sustainability Analysis to help clients determine or refine their unique higher purpose and true north. If it’s time for a fresh perspective and help on defining your path to sustainable growth, click here to start a conversation.

Looking for more food for thought? Subscribe to the Emerging Trends Report.

Bob Wheatley is the CEO of Chicago-based Emergent, The Healthy Living Agency. Traditional brand marketing often sidesteps more human qualities that can help consumers form an emotional bond. Yet brands yearn for authentic engagement, trust and a lasting relationship with their customers. Emergent helps brands erase ineffective self-promotion and replace it with clarity, honesty and deeper meaning in their customer relationships and communication. For more information, contact Bob@Emergent-Comm.com and follow on Twitter @BobWheatley.

Pandemic unleashes cultural changes

Context is Your Marketing Super Power

June 28th, 2020 Posted by brand marketing, brand messaging, Brand preference, brand strategy, consumer behavior, Consumer insight, Emotional relevance, Healthy lifestyle, Healthy Living, Higher Purpose, Human behavior, Navigation, Social community 0 comments on “Context is Your Marketing Super Power”

How are you deploying it?

The incredible disruption spawned by the global pandemic is creating an important opportunity to reframe the marketing conversation around your brand. During difficult times people are more receptive to brands making bolder moves. Uncertainty provides the latitude to experiment, in the context of answering cultural changes that are having a profound impact on how people view the world around them and what they care about in times of change.

Necessity is the Mother of Invention

Cultural shifts create influential moments when consumers are open to new ideas. Behavior change, which is hard to accomplish, becomes more attainable. What we know about people is the role that perceived risk has in their decisions. When a change is adopted by many, it can quickly become the default choice for the very reason human beings are a copying species. Popularity provides reassurance.

Permission operates in the same way. Witness what is happening now with work at home. Companies, especially in the tech sector, are making this a permanent adaptation and by virtue of doing so signaling a new acceptable default for how business will operate. If it were merely served up as an optional choice (as it has been for years!) the adoption curve falls immediately because of the perceived risks of not being in the office and any stigma that might accompany that perception. Companies that offer unlimited vacation see the same outcome as people don’t suddenly leave for extended periods for the same reasons – fear their career will be compromised and so the “choice” isn’t activated. Averting negative experiences is a highly motivating and universally common behavioral trait among consumers.

Human beings are hard-wired to avoid personal risk

The over-arching impact of COVID-19 on the value proposition of health and wellness moves the interest in healthy lifestyle from aspirational to practical to necessity. As we’ve said previously, Health is the New Wealth, essentially means there are life-maintaining, risk-mitigating reasons to shore up the immune system. This is having an impact on food and beverage brand growth in the coming year. The default for health and wellness has now changed – it’s visceral and existential. This also helps sponsor an emotionally charged marketing environment.

It’s important to note that humans are not governed by algorithms. We do not make decisions based on rational thus predictable assessments of facts. If we did, 1 + 1 = 2 could be applied to marketing activity with assured outcomes. Instead – we are feeling creatures who think and not thinking creatures who feel. Yet for some reason right alongside the birth of digital marketing platforms and the ability to amass data, we have become too preoccupied with marketing plumbing at the expense of paying closer attention to the (human behavior) water inside.

Psychological insights are simply more powerful and unilaterally effective than any form of technological or engineering advantage in products and service marketing. Said another way, a terrific well-designed product with subpar marketing behind it can fail – while a lesser product with better and more humanly relevant marketing strategies in support will win the race. How can this be? …Because now we can create high levels of satisfaction by knowing what truly ”floats the consumer’s boat,” more so than any advantage created by a less emotionally-compelling ingredient innovation or product feature.

Marketing is not a form of cosmetic surgery to apply a thin layer of magic fairy dust on the top of a product that succeeds on its own merits just because it is well crafted. Dyson vacuum was renowned as an engineering marvel, yet its suction power wasn’t really the big leap forward over other conventional models. Its sexy design created perceptions of new and modern (visual cue), while the ability to actually see dirt in a clear cup provided enormous levels of personal accomplishment and emotional satisfaction to people who could observe the outcome of their floor-cleaning efforts for the first time. The marketing behind Dyson was masterful in elevating the value of having one in the house as a symbol of being progressive and innovative while embracing the fashion of an edgy, differentiated design.

The most important move to make on the successful marketing path is….

Our job (and yours) is to identify the single most powerful motivation driving customer behavior in a client’s category. Armed with this understanding we place the consumer at the center of planning, working to apply our understanding of context, perceptions and emotions that are tied to their behaviors. We translate that insight into more effective communication.

Everyday people show their peculiarities, whims and irrational behaviors, wishes and fears. Armed with this knowledge we’re able to blaze new trails for brands that want to and can be more relevant to consumer needs. This happens because the brand’s deeper meaning and values now operate in sync with what people believe and care about.

In this unprecedented marketing environment, here are some questions to consider:

  • How can your brand contribute to the cultural conversation going on right now?
  • What are your users’ shifting attitudes about themselves?
  • What higher purpose can your brand fulfill that matches the beliefs consumers value the most?
  • With health and wellness now more important than ever to people, how does this play out in your strategic plan?

You have permission now to experiment outside the rational comfort zone, offering new reasons-to-believe that are tied to deeper meaning and values that transcend the product itself. A small example of the human emotional condition at work here: why is it that consumers perceive a car drives and performs better when it is clean? Not really rational is it!

We work to change the way people see your brand

Our role as creative communicators is to pay attention to the consumer who buys our clients’ product or service. Perception often leads reality and our job is to manage those perceptions, knowing that the reality is never far away in a digital world where anything that can be known, will be known.

The four horsemen of an effective strategic marketing plan are:

  • Context (in which it is consumed)
  • Environment (in which it is sold)
  • Cultural setting (that drives surrounding beliefs)
  • Who says it (the voice employed to build trust)

Harkening back to our earlier point about risk aversion and disaster avoidance, trust might be the most important consideration to directly address in the strategic plan. Trust drives purchase behavior. It can also disappear quickly if not managed with great care.

This explains why social media is such an important channel to deploy strategically. For the very reason the voices involved are consumers and not the company. People believe other people long before they’ll accept what a business claims about its product. Social proof serves as verification and validation of what you want people to understand and accept about your brand.

In a tough marketing environment, trusted brands will succeed and it doesn’t happen organically. Trust is acquired and earned over time. This is perhaps the most powerful argument for investing in brand building. Consumers trust those they know and believe. They also trust the wisdom of crowds and translate socially accepted choice as ‘vetted and approved’.

Now is the time to step beyond your comfort zone and consider bolder moves. If logic were the only defining path-to-purchase then every brand in a category would be on equal footing. However, that isn’t the case because logic doesn’t respect what we know about people and how they behave.

Your super power is the ability to embed context and relevance in brand communication. Emergent can help you navigate and design more engaging brand outreach and active social communities. Let us know if you’re interested in finding a fresh perspective.

Looking for more food for thought? Subscribe to the Emerging Trends Report.

Bob Wheatley is the CEO of Chicago-based Emergent, The Healthy Living Agency. Traditional brand marketing often sidesteps more human qualities that can help consumers form an emotional bond. Yet brands yearn for authentic engagement, trust and a lasting relationship with their customers. Emergent helps brands erase ineffective self-promotion and replace it with clarity, honesty and deeper meaning in their customer relationships and communication. For more information, contact Bob@Emergent-Comm.com and follow on Twitter @BobWheatley.

How to PREVAIL in the Midst of Uncertainty

June 2nd, 2020 Posted by brand marketing, brand messaging, Brand preference, CMO, Consumer insight, Emerging brands, food experiences, Healthy Living, Marketing Strategy, Navigation 1 comment on “How to PREVAIL in the Midst of Uncertainty”

Emerging brand navigates change at the speed of a SpaceX rocket launch

Over the last five years there has been an unprecedented shift in food culture to favor new and emerging food brands. These new brands have found traction by reinventing existing food and beverage categories or creating new ones with elevated recipes, higher quality ingredients and an ethos to go with it.

When the pandemic suddenly descended like a quick-forming Hurricane headed on-shore, we watched in earnest to see how these bright upstarts would weather the storm. On the one hand, these new businesses often fulfill the desire for healthier options right out of the gate. On the other, as young organizations without the deep cash reserves of legacy counterparts they can be vulnerable.

Among the new brands Emergent has been following is PREVAIL jerky. PREVAIL was founded and is guided by Glen Kohn in Chicago, a financial services investment expert (understands the balance sheet) who had a personal penchant for jerky making that turned into his life passion.

Answering a prevailing trend of higher quality, better for you

PREVAIL has reinvented the jerky category with a truly clean formulation that rids the meat-centric snack option of unwanted preservatives, horrific sodium levels, added sugars and ingredients that food allergy sensitive consumers can’t stomach. What’s extraordinary is the taste and eating experience, an uncanny ‘secret sauce’ ability of Glen’s products to deliver a jerky sensory bite but without the toughness often associated with dried meats.

We wanted to find out how Glen and PREVAIL were faring as COVID-sponsored upheaval sent shockwaves through many businesses that are in early stages of their development and growth curve. Glen graciously answered five questions intended to gauge the impact of the pandemic. We include our observations and insights following Glen’s answers.

Five Questions for Glen Kohn and PREVAIL Jerky

  1. In the last 60 days much has changed for emerging food and beverage brands. How has the pandemic impacted your business and what changes have you made in how you go-to-market?

Glen Kohn: “Many of our retail locations such as hotels, health clubs and coffee shops closed down at the start and some remain closed. Given what was happening around us in retail channels, we knew to retain our momentum we needed to pivot to online. On the ingredient supply side, we believed that beef prices would likely go up, so we got out ahead of the possible challenge in April and purchased 100% grass-fed beef to control our costs.” 

Emergent: What’s evident here was the quickness and resolve Glen and his team showed to get ahead of the shifts and do their best to keep the velocity moving. Especially important was the supply chain decision given the significant escalation in beef prices.

PREVAIL sells at a premium to other traditional category jerky brands. While the value proposition justifies the extra cost, in an uncertain economy, it is possible for price premium acceleration to hit a ceiling and generate resistance from users. Wisely Glen avoided the pricing meltdown. He also sidestepped taking a hit on slender margins by banking his supply.

  1. What specific shifts, changes have you created to your sales and marketing strategies?

Glen Kohn: “We quickly shifted to go after more e-commerce retailers, corporate snack boxes, and B to B online platforms. We also saw a spike and increased interest in Affiliate programs. Dollars that were allocated to retail channel tastings and events were shifted to bolster PR and social media spend.”

Emergent: Food retail industry watcher and guide Brick Meets Click recently published a report showing online grocery transactions were up 18% from 62.5 million in April to an astounding 73.5 million in May. Also in May, household penetration reached 33% as 43 million consumers shopped e-commerce channels for food and beverage. This is way ahead of earlier food industry studies that forecasted household penetration on a much slower ramp, and offers proof that the pandemic has caused an inflexion point with online ordering. Out of necessity consumers have become more comfortable with this shopping behavior. Glen’s pivot to emphasizing e-commerce was a smart move.

Trust is at a premium these days and now more than ever, people rely on the recommendations of other consumers to inform their brand selection decisions. Social proof is the most important mechanism to validate what Glen wants the world to believe about his product efficacy and to encourage trial.

  1. How have investors reacted to the COVID-19 situation and what do you think they’re looking for now from brands like yours?

Glen Kohn: “Food is definitely king now. As evidence, shelf stable, healthy snacks are booming. If anything, now is the time to invest in food and beverage brands while other industries such as travel and hospitality wrestle with systemic challenges to their business model post-pandemic. Investors will spend their money on businesses with strong ongoing sales traction.”

Emergent: Equity investors often point to company leadership and their business skills as a primary driver underneath their investment decisions. Glen approaches the business not just as a guy with passion and a great recipe, but also a business brain who isn’t hesitant to make decisions in the midst of uncertain conditions. Combined with better jerky category relevance and salience, you can see why Glen should continue to attract operating capital as he works to scale the enterprise. Stay-at-home conditions and protein snacking make great bedfellows. 

  1. How do you see consumer priorities and behaviors changing as a result of the economic uncertainty and lifestyle impacts of the pandemic?

Glen Kohn: “Consumers are increasingly turning to healthy foods during the pandemic. The food industry is one of the only industries to surge during this time. People are snacking more throughout the day and they are looking for healthy alternatives that the whole family can enjoy.” 

Emergent: The pandemic has ushered in significant transformational changes in consumer attitude and behaviors. In our recent article, “Health is the New Wealth” we outlined the sea-change in the reshuffling of priorities and needs for people. The COVID-19 event has dramatically demonstrated how ‘out of control’ the world can be, upending every single aspect of life, lifestyle and career. What is the one thing people can control in a seemingly uncontrollable world? Their investments to enhance their own health and wellbeing through what they put in their bodies and active efforts to take better care of themselves.

A healthy immune system is at a big premium these days. Brands that actively partner and help guide consumers on their journey to healthier living have an extraordinary opportunity to build a lasting and sustainable relationship. Glen sees this and his company is positioned to take advantage of it.

  1. What guidance would you offer to the founders and investors of new emerging brands that will help assure their continued development? What are the top three things you believe they should do to help ensure continued growth?

Glen: “From what we have heard and seen it’s best to diversify channel strategy and watch behavioral changes. We have seen brands that were primarily in one retail channel and were crushed when the country shut down.

  • Be nimble.
  • Cash is king.
  • Don’t be afraid to take a chance.
  • When the timing feels right be a first mover.” 

Emergent: During uncertain times when the future appears to be unpredictable and changes are occurring around you at unprecedented speed, occasionally fear can set in that causes businesses to turn inward and go dark as they “ride out the storm.” We have ample historical evidence that this is a recipe for disaster. Brands that continue to invest in their growth, in communication with consumers, that remain present and work quickly to adjust to the changes going on around them are likely to emerge in much better condition than those which retreat.

You can’t cut your way out of a recession. No question cash management and burn are fundamental business issues to address. That said, it is more important than ever to be a builder and as Glen says, a first mover.

A brand name that inspires consumers during uncertainty

PREVAIL is an interesting and compelling brand name. On a very visceral level it is aspirational to the consumer experience. People want to prevail over what looks at times to be insurmountable odds. This brand as guide, coach and expert authority can take the journey with consumers as a trusted source and resource.

The characteristics and drivers of successful brand building have changed as consumers seek deeper meaning and shared values with the brands they prefer. Equally, brands need to position themselves as partners in helping improve their consumers’ lives.

To help them prevail.

Emergent is expert in helping build new and emerging brands and businesses. If you’re looking for fresh ideas and perspective, let us know.

Editorial note: Emergent would like to express our heartfelt thanks to Glen Kohn for participating in this story. We appreciate his time and efforts to help inform the industry.

Looking for more food for thought? Subscribe to the Emerging Trends Report.

Bob Wheatley is the CEO of Chicago-based Emergent, The Healthy Living Agency. Traditional brand marketing often sidesteps more human qualities that can help consumers form an emotional bond. Yet brands yearn for authentic engagement, trust and a lasting relationship with their customers. Emergent helps brands erase ineffective self-promotion and replace it with clarity, honesty and deeper meaning in their customer relationships and communication. For more information, contact Bob@Emergent-Comm.com and follow on Twitter @BobWheatley.

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