Posts in retail brand relevance

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.

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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.

 

 

AMAZON GO OPENS TO PUBLIC; RETAIL TRANSFORMATION BEGINS

January 21st, 2018 Posted by Consumer insight, Culinary lifestyle, food retail strategy, Food Trend, Marketing Strategy, Retail brand building, retail brand relevance, shopper experience, Supermarket strategy 0 comments on “AMAZON GO OPENS TO PUBLIC; RETAIL TRANSFORMATION BEGINS”

Emergent announces retail transformation services

After a year in beta test, Amazon today opens its new high tech retail concept – Amazon Go — to the Seattle public. With it a new era in food retail begins, one that we believe will be transformational on more than one level.

Undoubtedly most of the coming media feeding frenzy will be focused on Amazon’s Just Walk Out technology, and the computer vision, deep learning algorithms and sensor fusion capability that sits underneath their no-checkout-line innovation. Importantly though, at Emergent we’re watching closely how the store is designed and curated to reflect consumer preferences for higher quality, fresh products for either immediate consumption or at-home meal execution.

Food retail has followed a familiar formula for decades, built around a focus on packaged food and pantry stocking. This has defined the shopping experience for a generation. Amazon Go at 1,800 of retail square feet is more convenience store than grocery. But the entire platform is edited to optimize and leverage shopper interests:

  1. Everything matters — and consumer insight informed merchandise selections are critical to match the consumer’s desire for fresh foods and upgraded snack and meal experiences. Carefully edited choice is a good idea.
  2. An on-premise display kitchen conveys the fresh, culinary inspired fresh preparations people prefer.
  3. An array of four to five rotating meal kits brings grab-and-go to full meal solutions.
  4. Integration of Whole Foods 365 store brand products offers its own, embedded quality cachet to packaged shelves.

Elimination of the check-out immediately removes friction from the shopping experience. So, yes, we believe this leap will be greeted warmly by people who have better things to do than stand in line.

The most important shift from our perspective is the product curation itself. Grocery stores ask the consumer to conform to its business model, to serve its supply chain relationships and its legacy shopping format – which is more about stock-ups in an era when consumers increasingly shop smaller baskets looking for just-in-time fresh ingredient meal solutions.

With Amazon Go we now have a food retail concept that religiously follows what the consumer wants in addition to how they want to shop (more convenience). The future of food retail must be centered on consumer relevance rather than just a mirror of routine retail infrastructure and traditions.

So today Emergent also announces our retail transformation services, intended to help food retail bring the consumer to the center of business and strategic planning. At a time when Amazon once again changes the game to secure a greater share of food shopping, Emergent’s transformation services for food retail address improvements to brand mission and go-to-market strategies.

Why does it matter? As Kevin Coupe wrote in his announcement story in his special edition of Morning News Beat, as Don Quixote’s sidekick Sancho Panza opined, “Whether the stone hits the pitcher, or the pitcher hits the stone, it’s going to be bad for the pitcher.”

Amazon is the stone. You already know who the pitcher is.

We’re here to help.

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.

 

Shop to eat or eat what you shop?

October 3rd, 2017 Posted by consumer behavior, Consumer insight, Digital marketing, food retail strategy, Food Trend, grocery e-commerce, retail brand relevance, shopper experience, Supermarket strategy 0 comments on “Shop to eat or eat what you shop?”

Here’s the runway for grocery e-commerce expansion

A more European-like view of food preferences and shopping is sweeping the retail landscape as consumers shop for meals rather than pantry stock-ups: more trips, more often with smaller baskets aimed at mealtime solutions. The implications of this behavior shift on retail business models and  e-commerce strategy is no less than transformational.

Online grocery’s convenience bona fides are already well positioned to capture increased share of stock-up shopping trips, focused primarily on shelf stable packaged foods and beverages.

However, new insight on consumer food shopping behavior raises a challenge and opportunity that if addressed successfully, could fuel exponential online growth. You need look no further than the decision around ‘what’s for dinner’ – which today is often resolved in a quick grocery store trip a mere few hours before sitting down to eat.

Perhaps most immediately pressing on the potential escalation of grocery e-commerce is the relationship between this shop-for-meal trend and fast order, delivery or click-and-collect fulfillment. Success here could leverage a significant pain point of escalating frustration embedded in the brick and mortar food shopping experience.

  • Important to note here, Emergent has studied e-commerce extensively and concluded that consumer trust remains a significant near-in barrier to business growth. Shopping online for fresh food requires consumer belief that e-commerce platforms can be depended upon to select, on the consumer’s behalf, the highest quality fresh perishable items like meat, fish and produce.
  • As this trust issue is resolved and consumer confidence takes hold, fresh and perishable sales in e-commerce will rapidly rise, and with it, the economic models of food retail will change forever.

With e-commerce’s historic advantage in online proficiency, industry watchers have noted: “Amazon’s capital and tech-fueled infrastructure is poised to rapidly expand same-day fill-in shopping of perishable food as trust in the e-commerce portal grows.” Hartman Group Executive, Q3 2017

 

Smaller baskets create grocery store shopping friction and e-commerce opportunity

According to IRI, 64 percent of grocery visits are now quick, focused, rapid-shopping trips for a limited basket (IRI, The Omnichannel, September 2016). Yes, we are witnessing in real time a major behavior change as the distance between buying and consuming collapses.

Traditional food retail was never designed with this kind of meal shopping in mind. Navigating a 60,000 square foot store for five to seven items can become annoying. The smaller the shopping basket, the more egregious and noticeable the time commitment is to travel the store footprint in search of a few items. Younger audiences especially are less tolerant of these time inefficiencies.

  • So what does it mean when pantry shopping gives way to just-in-time menu procurement? It puts in motion the conditions leading to a potential surge in online food shopping growth. Online can take the cart navigation discomfort out of the shopping experience.

There is however another consideration…

E-commerce must align with the consumer’s emotional connection to food

First, trust issues around fresh/perishable selection have to be resolved. If e-commerce is to play a substantive role in helping consumers with their dinner plans, more effort is required to recognize and leverage the real passion and care consumers have around fresh food – unlike any other product category offered online.

Virtually every food e-tailer is positioned in similar ways on convenience claims. Therein lies the next challenge: e-commerce constructed to answer transactional simplicity and convenience must not overlook the consumers’ emotion-rich interests around food.

  • It should be noted that meal kit companies do a much better job in the online environment delivering this kind of information and product backstory via content on ingredient sourcing, food experience and culinary adventure.

So for the most part, the online food environment remains a single instrument playing the song of products, prices and a virtual basket to fill. Unfulfilled as of yet, is the food e-commerce platform offering a complete orchestra and symphony of food story and guidance to home cooks hungering for their next meal adventure.

When e-commerce begins to push past the transactional and into the consumer’s relationship with food, magic could happen as the consumer comes to believe that online food shopping, and a differentiated online banner, offers much more than purchase simplicity.

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 spells out food

The Future of Food and Food Retail Now Shifts Course

July 18th, 2017 Posted by Food Trend, Retail brand building, retail brand relevance, shopper behavior, shopper experience, Supermarket strategy 0 comments on “The Future of Food and Food Retail Now Shifts Course”

Emergent’s guidance on what comes next

The recent Amazon/Whole Foods acquisition has ignited a firestorm of analysis and assessment concerning the impacts and implications. Some of the conversation has reached far and wide – from the future of supermarkets to outcomes for large CPG food brands and foodservice businesses.

Here we help summarize how the food industry changes could manifest, as well as guidance on what comes next.

Implications of the Amazon/Whole Foods acquisition

Grocery leadership is rapidly becoming a two horse race between Walmart and Amazon, creating a new class of retail that blends online and physical store strategies. The ‘new last mile’ competition now moves to address the single biggest barrier to grocery e-commerce growth: fresh/perishable sales. Many consumers lack trust in online platforms to select and safely transport produce and proteins to their standards and freshness expectations.

Change in strategy for supermarket companies

The future of supermarket companies shifts more towards ‘specialty retailer’ strategies focused on improved, curated grocery and perimeter businesses. Higher quality, unique products, local sourcing, improved Deli menus, Grocerant businesses, and heavier investment to in-store experience become the retail differentiator. The goal here is to leverage a physical advantage of tactile, higher quality food and culinary experience. E-commerce will be mission critical – that said, not likely anyone will catch up now to Walmart and Amazon. Costco maybe.

Hard discount takes price leadership, elevates private brand strategy

Entry of Lidl, and Aldi growth investment will put pressure on pricing at all levels. Large cap CPG may take the brunt of this as their core categories continue to see challenges in the face of cultural shifts to preference for new, innovative and higher quality, artisanal brands and fresh versions of packaged items. This could force more M&A activity to satisfy Wall Street and engage balance sheet efforts to reduce operating costs.

Emergence of super-premium private brand investments

Retailers, increasingly on the hunt for innovation and better margin businesses, will up their game by putting more investment in their private brand programs – potentially surpassing legacy CPG brands on quality and uniqueness. Amazon will bring 365 to their Fresh platform. This, in turn, puts more pricing pressure on large CPG.

Implications to casual restaurant chain business

Roughly half of casual dining restaurant chain sales are sourced from family occasions – and families have hastened the declining use of casual dining outlets, moving instead toward at-home meals. Primary reasons for the move back home are health (e.g., quality ingredients), preparation control and cost. The Amazon-Whole Foods combination could make at home/healthy meals easier and less expensive in ways that compete with supermarkets and restaurants. It’s possible that Amazon could become a top-10 restaurant chain (near the $5 billion in system sales of Panera Bread). By creating faster market share gains in perimeter categories, Amazon and Whole Foods will quicken the ongoing center-store rationalization.

Battle is on for hearts and minds of Millennials

Sixty percent of Millennials are Amazon buyers (source: NPD Group). Twenty percent of American consumers bought at least one item from Whole Foods last year, however among Millennials, the number is substantially higher: 24 percent. This is extraordinary penetration for a supermarket chain with just 431 stores. The proposed deal gives Amazon control of those stores – nearly all of them are in neighborhoods that are more affluent and younger than America as a whole.

Emergent’s guidance on what’s next:

1. Unique and differentiated brands are now more vital than ever as competitive leverage for supermarkets. Brands that play to consumer sensibilities around higher quality ingredients, craftsmanship and visibility to creation stories, and mission (Higher Purpose) will be key to retail channel.

2. Deli marketing and merchandising programs become more critical to supermarket growth as center store rationalization picks up pace; a conundrum for food retail as this is traditionally where the profit often sits. Pricing pressures on large cap CPG will likely come from several fronts. More legacy brand declines could be on the way, amping the need for faster innovation.

3. A newly charged renaissance in home cooking will create more opportunities for brand growth as consumers look for ideas and inspiration to fuel their eat-at-home aspirations. Creative programming to leverage this condition is key. Emergent has developed a variety of content creation strategies to leverage this opportunity, which can be repurposed for retailer use on their own social channels.

4. Further erosion of the casual dining segment is likely to continue due to competition from supermarkets and Amazon/Walmart for prepared foods, kits and fresh food solutions for at-home meals. For multi-channel companies this condition might recommend greater investment now in retail channel development and brand marketing investments.

5. The emergence of new brands in center store and perimeter categories will create challenges for retailers. This is due to absence of scaled promotion budgets and higher product input costs contributing to higher prices on lower overall volume businesses. Retailers will need more sophisticated marketing and merchandising solutions to help nurture and grow these higher quality, boutique brands. The same holds true for CPG companies that invest and acquire these new, emerging brands that require a different formula to build scale. Emergent has designed a new Emerging Brand Marketers’ Playbook for this purpose.

6. Consumers are omni-channel shoppers. The move online will accelerate and reach a tipping point in the next two years. Fresh is the battleground. Brands need to be collaborative partners with food retail as e-commerce strategies gain traction and the need to address trust issues with fresh/perishable item shopping is key to growth. Emergent can help optimize omni-channel strategies.

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.

couple cooking in kitchen

The New Kitchen Recipe: Marketing Insights and Ingredients for Healthy Living Inspiration

April 20th, 2017 Posted by Food Trend, Healthy Living, Human behavior, retail brand relevance, Uncategorized 0 comments on “The New Kitchen Recipe: Marketing Insights and Ingredients for Healthy Living Inspiration”

Kitchens have fully transformed and left behind any vestiges of being the labor-focused food prep station of yore (orange cone work zone). Instead, the room has morphed to become the most dynamic and influential household space. It’s the heart of the house – where social interaction and connection, entertainment and media consumption, healthy lifestyle expression, and food adventure all coalesce.

Life unfolds here on so many levels.

A renaissance created by cultural change

When exactly did the kitchen move from cooking conclave to heartbeat of healthy living? The origins can be traced to a cultural shift sparked by the Internet age in the late 90’s and the dawn of ‘anything that can be known will be known’ – ushering in the era of consumer control. The digital revolution allows people to indulge in unprecedented access to information about fresh food, industrial food, ingredients, sources, preparations, cooking techniques, and the impact of our food choices on both ourselves and the environment.

Fanning this spark to disruptive blaze is the unstoppable premiumization of food experience in America; a massive light bulb moment that what you eat directly impacts the quality of your life. In sum, the consumer’s desire for higher quality food and beverage experiences goes along with their higher quality lives.

Let’s face it – food is just super popular. Think Food Network, celeb chefs, food bloggers, food trucks, meal kits, cooking schools, the move to fresh and local over packaged and processed, culinary vacations, gastropubs, even school food – virtually everywhere food quality has gone up. Except on your average airline.

Further examining root causes

There is an equally intense desire to invest more time in an environment we can control while the world outside roils with uncertainty. This condition has helped catalyze a resurgence in cooking skills and culinary exploration; helping fuel the deepening bond between satiating our more sophisticated sensory interests and desire for more social attachment.

2017 Peapod Infographic

Source: Peapod – From the Pod (2016)

In fact, it is the intersection of media, food experience and the social aspects of food consumption that has transformed the kitchen area to lifestyle retreat.

Stepping back – when healthy was a narrower idea

At one point in time, healthy was ascribed to calculations of addition by subtraction. A food focused trip to ingredient eradication in service of less – sodium, sugar, fat, and calories. Healthy is no longer just a food-centric science experiment. Instead, it is a way of living that mirrors the consumer’s interest in a more fulfilling life.

Know more, be more and do more. Live better, brighter and longer. Yes, we’ve connected the dots between what we consume and do and the outcomes on health and happiness. We’ve rediscovered the true path to improved and more interesting food experiences through experimentation in the kitchen.

For this reason, we increasingly prefer to have home prepared meals over dining out – for its creative inspiration, control over experience, and ability to manage ingredients to our specs. The kitchen is now an environment that bridges media and entertainment interests with family and social interaction.

An expression of healthy living

We’ve come to appreciate a more holistic integration of mind, body, and spirit. We recognize how our choices and decisions impact the direction we take, experiences we have.

The kitchen is the hub and epicenter for much of what we do each day. Here celeb Chef Rick Bayless describes the higher purpose of food in our lives:

“I want you to cook more. It’s good for you. You know exactly what you’re nourishing yourself with… It allows you to feel the natural rhythms of life in a way that microwaved frozen dinners never can. And cooking often draws people to the table, encouraging dialogue and providing a moment to appreciate the good (and truly tasty) things in life.”

Just magic!

The implications to marketers working in and around this area in the home are deep and diverse. How can brands become enablers of creativity, personal expression, learning achievement, social discourse, family life and relationship growth?

Healthy living is more than a commitment to exercise. It’s a desire to follow a path to improved happiness and satisfaction. Brands that position themselves as facilitators of healthy lifestyle and provide resources, information, and easy-to-use tools will endear themselves to this ever-growing, engaged and active consumer base.

This is rich territory for social and experiential content and brand community building – enlarging the brand voice to rise above feature and benefit selling, to become a true partner in consumers’ lives. Oddly enough, letting go of traditional sales thinking can achieve authentic engagement and real traction.

What’s more, we unlock a treasure trove of relevance to consumer’s lives and what they care about. If brands can become a genuine healthy lifestyle coach, then we can also earn permission for a relationship built on trust and reciprocity.

The creative wheels should spin on elevating kitchen strategy – designing a viable footprint in this area of the home that fuels emotional lifestyle aspirations over tech specs. Just exciting.

Everything can be summed up in this thought:
We sit in service of the whole human being, not just the stomach.

What do you think?

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.

woman and cat

Pet Care Marketing Upended by New Consumer Insight

April 12th, 2017 Posted by Pet care, Pet food, Retail brand building, retail brand relevance, shopper behavior, shopper experience 0 comments on “Pet Care Marketing Upended by New Consumer Insight”

Emotion Outperforms Rational Outreach

Are pet food purchase decisions rational and considered? No. Here’s why…

Ever wandered through a pet store and noticed the similarity in how brands present themselves and their benefits? The focus on ingredients, nutrition advancements, and percentages of real meat-based protein dominate the conversation.

For the most part, these rational arguments in favor of the competing brands are an outgrowth of a long-held, pervasive view that decision-making is largely a rational act.

We know that’s completely wrong.

Examining the latest studies in behavioral economics, neuroscience and psychology reveal we’ve generally constructed pet marketing on the wrong foundation over the last 20 years. Turns out, human beings operate on two brain systems – the ‘effortless’ sub-conscious and the ‘effortful’ conscious and learning brain.

Here’s the headline:

System 1 – The Nonconscious Brain – is actually in charge of our actions and decisions. And the rational System 2 side routinely defers to its non-rational cousin on a daily basis.

Why does this matter? Because fact-based presentations of information and data play almost no role in the purchase decision. We don’t recognize this is happening because, yes, it’s subconscious.

Pet food organizations work overtime to refine and improve their nutrition profiles, enhance the quality of their ingredient sourcing, optimize their formulations for a healthier pet – and then tout the efforts they’re making. Ironically, all of it largely ignored by System 1. Instead this information comes round in the post-purchase environment as a justifier for making the right decision and remaining loyal.

Is the commitment to superior nutrition a wasted effort? No, it is fundamental to brand efficacy and the outcomes for pet health and wellbeing. But this is a different issue from what actually drives purchase.

System 1 has all the fun

Nonconscious System 1 is capable of processing up to 11 million bits of information per second; System 2 just 40. Thus, our subconscious is far more intuitive, smart and capable than we’ve given it credit for previously. Here’s how it operates:

  • Acts without deliberate analysis
  • Generates impressions, feelings and inclinations
  • Exerts powerful influence on choices and judgments
  • Drives the options we choose; originates the actions we take

This news may rankle pet food C-suite executives who pour such energy and investment into the rational argument stream on nutrition and ingredients. However, this does not mean that purchase decisions are subject to mere whim.

Here are six insights that help optimize and influence System 1 conditions:

1. The Exposure Effect

Science proves we have a natural inclination to favor what comes most easily to mind. In fact, we imbue brands that are familiar to us with a host of beneficial qualities. It’s not the features and facts that are driving this, rather it’s the familiarity.

This desire for familiarity prompts planning a holistic, multi-channel media strategy that’s always on and aimed at breeding awareness. To help along this path, it’s important to deploy sticky, memorable phrases and ideas.

2. The Power of Social Proof

We are drawn to prefer products other people like and endorse –whether in a live setting or online. We make positive assessments of brands that are well liked and recommended.

Our depth of affection grows with perceived popularity.

3. The Primacy of Emotion

System 1 responds to emotional communication because it uses emotion. So a surprising, personal, heart-rending story from a pet parent is far more effective than a surprising statistic.

The goal of pet care marketing is to fulfill one of the most important motivations for buying a high quality pet food – the expression of love for your pet. Emotional tugs are far more powerful than rational reasons.

4. Role of Reciprocity and Reward

We are hardwired to reciprocate in the presence of unexpected and magnanimous acts. If we want to ask pet parents to do something, to take action, make a donation, or attend an event – doing something generous and unselfish ahead of the ask will cause reciprocal obligations and behaviors.

Similarly, rewards should be viewed differently. System 1 loves immediate and assured rewards. And rewards that are emotional and social in nature are more motivating than financial.

Case in point – are we motivated by saving 50 cents or being perceived as a smart, caring and sophisticated pet parent?? Are we motivated by the superior nutrition in a bag of kibble or acquiring a path to a healthier, happier pet?

5. Actions more powerful than words

We are impacted by what people and brands do more so than what they say. We place greater stock and belief in actions over words. By tapping into real-world events and experiences, this emotional connection helps make the stories you wish to tell more meaningful

6. System 1 responds to Art

As ad legend David Ogilvy once said: “You cannot bore your customer into buying your product.” System 1 responds positively to artistic expression. So it’s important for brand communications to be clever, interesting and entertaining.

The creative use of words, pictures, sound, style and images can combine virtuously to help make communication compelling and memorable.

System 2 is rarely used

The learning part of our brain isn’t inert. However, it is lazy and allows the subconscious to hold sway over our actions and decisions. Because this is happening outside of our conscious awareness, we don’t really recognize it’s happening.

For example: Was your choice of spouse or significant other truly driven by a deliberate analysis and evaluation of the pros and cons before you took the leap?

Of course it wasn’t. That life-changing decision was based on your feelings, your gut instincts – and that is System 1 at work.

Now we are designing a new go-to-market platform for pet brands that incorporates this new understanding about how people operate. As we respect System 1’s power to drive how people operate, we gain discipline in our marketing approach and confidence in the outcomes of marketing investments.

What do you think?

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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