Posts tagged "Brand relevance"

Why Trust Now Precedes All Brand Engagement

June 18th, 2019 Posted by brand marketing, Brand preference, brand strategy, consumer behavior, Consumer insight, Emotional relevance, Higher Purpose, Marketing Strategy, Pet food marketing, Transparency 0 comments on “Why Trust Now Precedes All Brand Engagement”

A storied call to embrace trust creation

Consumers continue to vote using their time, attention and spending to favor brands they trust while virtually ignoring the rest. Yet this important insight apparently hasn’t informed the daily barrage of product claim and assertion-style communication that dominates the food and beverage marketing landscape.

What’s needed is a fresh approach and new ideas that disrupt the old model of overt selling in favor of a more enlightened view of reciprocity — which works to form the proper foundation of any successful brand and consumer relationship. What’s changed? The ever-evolving consumer who shapes cultural norms and with it, expectations that impact what they find meaningful, relevant and purchase-worthy among the brands they consider.

Here’s the profound truth about what sits at the core of consumer behavior: Jerald Podair, Editor of The Rutledge History of the 20th Century United States said it succinctly, “we live in the age of disputed facts, disputed truth, personal truth, my truth and your truth.” The collective desire and yearning among people are simple – they want to know and believe they are in receipt of the truth about products and services they love.

This explains the rapid rise of transparency, product creation candor, and validation as a fundamental driver of what people require ahead of purchasing the brands that matter to them. See-for-yourself-marketing. Thus, food marketing best practices must move further away from gloss and artifice, and closer to embracing the plain-spoken credible voices of personal experience intertwined with respected expert guidance.

Survey data shows the extent of this important swing

At the recent Cannes festival celebrating the ad creative world, Edelman once again presented their annual Trust Barometer, a quantitative study focused on consumer attitudes about brands. The evidence reinforces the conclusion that trust is required for anything in marketing to function effectively.

Here’s the hard truth:

  • 73% of people actively work to avoid advertising. This is likely to increase with continued adoption of ad blocker software that makes it easy to do so.
  • 41% of people say of the marketing activity they do encounter that the communication is seldom seen as truthful.
  • 63% trust what outside third-party experts and influencers say more so than what a brand conveys on its own – what’s that tell you?

Lest this all appear to be an assault on brand communication, there’s another statistic in the report that bodes well for brands that put trust creation at the center of strategic planning.

  • 76% of consumers want and will pay attention to advertising from brands they trust. How come? Because they believe in and embrace the story as true.

The path forward: Emergent guidance

It’s important that we note the difference between trusted and not yet trusted. Brand believers want affirmation of their good decision. Believers enjoy and seek out (confirmation bias) a little positive drama and emotion connected with the community they’ve joined.

On the other hand, the unconverted require evidence and credible demonstration of the product creation backstory, disclosure of company beliefs and mission, and proof of visible actions that shine a light on the truth of what’s being conveyed.

Here are three simple steps to improved engagement and greater marketing success:

  1. What is the message?

Shameless brand self-promotion isn’t nearly as effective as aligning the brand with the consumer’s lifestyle interests and needs – and becoming an enabler of them. You have to earn trust first. Before you can sell your pet food for example, pet parents need to see how the brand helps enhance and contribute to the experiences and interests they have in their shared lifestyle and pet’s wellbeing.

  1. Who is the messenger?

For the yet-to-be-converted credibility matters. Social proof is a critical factor to help foster trust. People believe their family, friends and contemporaries first. How is the brand enabling the voices of fans to convey their experiences and to distribute content that tells their stories? Outside credible experts can also be enlisted to amplify the evidence underneath the product creation story about ingredient sourcing, standards of quality, safety and generally walking the walk.

  1. Intentionally following the path to trust

It’s important to note here this is easier said than done. It requires changing the mindset on why the company exists and what, in the larger, human, universal scope – and certainly beyond the balance sheet – is the company trying to contribute to the greater good. It requires everyone to care about the consumer’s welfare and to see the brand as contributing to their health and happiness. However, what you think and believe will inform every action. It’s hard to get away with messaging around this without addressing the company’s true higher purpose and at its foundation what it stands for.

People are very astute these days at recognizing the truthful from anything that isn’t. If your brand heart is in the right place and you’ve optimized strategies to make trust creation a top priority, there’s an opportunity to earn permission for a relationship that can drive sustainable growth.

What kind of conversation are you really having with your prospective consumers? Is trust creation a top priority around the strategic planning table?

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.

 

 

 

 

 

 

 

 

 

You are now selling sand in the desert…

February 22nd, 2019 Posted by brand marketing, Brand preference, brand strategy, consumer behavior, Consumer insight, e-commerce, Healthy lifestyle, Higher Purpose, shopper behavior, storytelling 0 comments on “You are now selling sand in the desert…”

Navigating the Impact of Infinite Choice

If ever there were a time when sound, informed strategy mattered to the success and outcomes of food, beverage and lifestyle marketing this would be it. Like it or not we’ve entered the era of nearly infinite consumer choices in a media environment of almost countless channels. This requires a new marketing formula.

Thinking at scale today takes on a completely different meaning when consumers are presented with so many options within a click to buy environment. Thus, how should you design for success when you’re ultimately selling sand in the desert? We will answer that question here.

Left to its natural course, food marketing tends to gravitate towards the vanilla middle – an effort to appeal to the broadest possible audience – and in working to address everyone, you end up mattering to no one. When the options are legion this can quickly turn marketing and communication investments into a moonshot without navigation – the hit (or more often miss) driven by luck more than intention.

At various times we’ve written about the importance of putting consumers at the center of strategic planning. Now, we further qualify that statement by saying – in order for a strategic marketing plan to be measurably effective, putting consumers at the center of planning is table stakes. And determining who that consumer is will require even tougher decisions to prune and refocus the definition of the cohort you wish to serve. Why? Because the 80/20 rule is in full force as the vast majority of volume and profit will come from a smaller segment of committed advocates – assuming you’ve planned for relevance to a community of potential believers.

This is the most compelling argument ever for – different

Let’s start with a foundational understanding that the brand must be perceived as special, unique, useful and valuable before there’s any shot at being memorable. No one has the time or mental bandwidth any longer to assess the vast array of options in any given product category. So how do you resolve the reality of inexhaustible choice?

You must start with the intended core user and work backwards. Seth Godin made a cogent observation in his recent book “This is Marketing” when he described the effort behind what may be the most powerful TV commercial ever made – Apple’s “1984” spot for the launch of the Macintosh. The spot aired during the most watched American sports program on earth, the Super Bowl. The majority of viewers would not have understood or probably cared about what Apple was trying to convey in its dark Orwellian mini-movie.

The lesson: it didn’t have to register with everyone to be successful. Godin observed the spot only needed to touch a million savvy creators and early adopters who picked up that Apple was up to something revolutionary. The rest of the viewers didn’t matter, and indeed the rest is history given Apple’s ascent to brand superstardom. Whatever the brand, the audience of committed advocates will always remain relatively small.

It is with the small and devoted cohort where effort and outreach needs to be directed. And those investments should come from a concerted endeavor to push hard at the edges of what’s unique and different in your brand proposition. Here’s the question we often evaluate with clients: how can positioning, audience, product formulation, and the character of the brand, be dialed sufficiently to the right or left so that we’re able to create a new category – one that our client can own?

Who is it for and why?

To dial in your position successfully you then have to know who it’s for and why. It follows if you want to have meaningful relationships with consumers, then imbue your brand with greater meaning. But for whom?

That’s a big question that requires some rigor to answer correctly. Who is going to quickly respond and be drawn like a magnet to your product proposition? Once defined, all eyes and energy must be directed to fully understanding their hopes, dreams, needs and aspirations. Your marketing strategy is then fine-tuned to align with that insight, opening the door for the brand to become an enabler of their wants and needs – in a voice that’s relevant to them – becoming a reflection of their wants and how they’d like the world to perceive their beliefs and priorities.

This is important because purchases now are largely symbolic representations of what people want others to know about what they believe in and think.

The hard truth about marketing

Of note, we’re doing business in an environment overflowing with self-assured claims, assertions and hype. Here’s the difficult pill to swallow: people don’t believe any of it. The counterintuitive basis of effective marketing today is to not look, talk and walk like marketing.

That said, there is a reflexive habit in strategic planning to navel gaze. To focus on the craft of what’s been created, formulated or built. Here at Emergent we totally understand that spirit and where it comes from, after all most brands are justifiably proud of the considerable effort they invest in technology, quality and improvement. But this also sets the table for potential marketing disconnect.

You are not selling a food or beverage

In the same vein as pet food is sold to humans and not to dogs or cats, it isn’t the product that people are buying. What you are actually marketing are feelings, connection, desire, happiness and status. Not stuff, not items, not things in boxes or bags. Not chips or salsa or soup. People are buying a feeling and expression of their status and belief system.

So then, what’s the path to creating a marketing plan with this insight embedded all the way through? It will require all of the hands on the marketing tiller to be empathetic anthropologists of what the biggest brand fans are about.

Here are some areas to focus on strategically:

  • What your audience wants, not what you want to tell them
  • What they believe
  • What they need
  • What they aspire to
  • What story would emotionally resonate with them

The more you invest in seeking to understand, the more likely you are to land on the big idea (one that immediately influences the behavior of the business) and create a voice for the brand that is engaging and is shared. When you seek to improve the lives of your best customers, you earn permission for a relationship with them and the marketing you create comes across less like a transactional maneuver.

If you think this way, it will flow downstream to impact how the business operates. We already know that what the brand does is more powerful than what it says, so there’s an opportunity built into the recipe for authenticity.

Brand trust continues to decline, so the game plan must be to build it, earn it, cultivate it. The reason transparency has ascended to ever higher importance is precisely because people don’t accept anything on face value. Claims and assertions are exactly that. When you verify, validate and reveal the product creation story by letting consumers all the way in, it fosters belief and trust.

10 components of successful marketing  –

  1. You must push for positioning that’s truly unique, different and helps create a new category
  2. Refocus and narrow your audience definition to the smaller community of ardent fans
  3. Devote your insight research to this audience and discover how the brand sits in service of their lifestyle needs
  4. Become an enabler of their wants and desires
  5. Recognize you’re not selling a product but an emotional connection
  6. Activate brand experiences because behaviors speak louder than words
  7. Know that being relevant is more important than being superior
  8. Authentic storytelling to this audience is the path to engagement
  9. Trust is everything…you must earn it
  10. Transparency is the precursor to creating trust

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.

How to put the consumer at the center of your marketing

January 30th, 2019 Posted by brand marketing, brand strategy, change, Consumer insight, Emotional relevance, storytelling 0 comments on “How to put the consumer at the center of your marketing”

Is it inward contemplation or outward relevance that drives growth?

Brand navel-gazing is exactly that – an inward preoccupation with your product and business advantages. With consumers increasingly objecting to anything that looks and sounds like overt product selling, is it time for a new model?

The historical approach tends to repeat…

When I started in the agency business in Seattle, my first formal account assignment was a regional packaged foods company named Nalley’s. I was to take over the account for a senior agency team member who was moving over to handle a new client. During our first formal visit the hand-off occurred, and I found myself meeting with the four brand managers who ran chips/snacks, canned meals, dressings and pickles, respectively.

At each meeting the client’s marketing executive provided a brief of the business, describing the strategic features, benefits and advantages of their products over competitive offerings. Of course my job was to creatively, persuasively communicate those points of difference to consumers.

This feature and benefit briefing was a staple of how things operated in almost every business category the agency served.With virtually every client there was a laser-like focus on recipes, technologies and operational achievements. As such, plans would always spring from this information, often matched to various forms of testing designed to determine which claim would be most memorable and compelling to the target audience.

In the business of building businesses, companies expend great effort to refine their products and operations, as they should. The goal of course is to stay ahead of the competition and achieve some measure of superiority and differentiation. The marketing team looks to these achievements as evidence of compelling reasons for selecting and buying.

  • This system, which is pervasive across so many divergent business categories, tends to reinforce a point of view that marketing is on the right track when it focuses the product features/benefits; so carefully created and packaged.

After all, an organization’s systems and activities are engaged in constant improvement and refinement so this effort tends to inform the strategy!

Executives believe this data ladders up to the formula for driving growth and expansion. More specifically, when an editorial story or advertisement messages around these advantages, benefits and formulation improvements, we reflexively believe this argument forms the basis of brand preference.

We know more today about how people actually operate

Except for one thing. We’ve learned people are not analytical, fact-based decision- making machines. Humans are irrational creatures driven instead by feelings and emotions, often without self-awareness that this is how everyone behaves.

However we like to think of ourselves as logical, thoughtful analysts who carefully consider the facts, weigh the merits and then decide. In reality, we are steered by how we feel in the presence of a brand or business. It is emotion that informs actions. Yet so much of what goes into the crafting of communication is based on analytical backgrounding and introspective messaging.

When I got married 22 years ago, I went from dating to the altar in 12 months. It was truly one of the best decisions I ever made. So, was the move to propose founded on a conscious consideration of the personal pros and cons, the facts of my intended’s upbringing and family history, education and career prospects? Heavens no! It was how I felt about her. I knew in my heart of hearts she was the one. It was a powerful, visceral sense of love, passion, rightness and earnest conviction.

My subconscious brain knew more about the salience and relevance of this relationship than any fact-based roll-up of so-called “features.” In all cases, all of the time it is heart-over-head. We are feeling creatures that think and not the other way around.

How does this manifest in communication?

Emergent’s stellar pet food client, Champion Petfoods, makes some of the finest pet food on earth. You could fill volumes on the details underneath their formulations that ladder up to optimal nutrition for dogs and cats.

It is easy to become pre-occupied with the analytical facts of proteins, vitamins and minerals served in a bowl. We know the anecdotal stories of transformation and change in pets’ lives from eating these foods. The improvements to their health, wellbeing and happiness are far more persuasive through the emotional voices of loving pet parents than any fact-based presentation of formulation and protein ingredient percentages.

Stop focusing inwardly

So what does this mean? In order to achieve consumer engagement we must thoroughly, fully understand the interests and aspirations of those with whom we hope to communicate. We need to get underneath what matters to them and how the client’s brand can operate in making their lives better.

The brand must operate in service of a deeper meaning than just commerce. How can we improve the customer’s life; how do we add value and become an enabler of things they care about?

We must actively mine the emotional turf that resides under what people want and care about. In the case of pets, we know that food quality is linked to a sense of welfare and wellbeing for cats and dogs. The higher quality of food purchased is an expression of how much people love their pet. The emotional grist lies in the relationship and companionship with pets, and a desire that our four-legged family members remain happy and healthy.

Marketers can trumpet statistics on protein contributions and the role of nutritionally dense ingredients to delivering what dogs and cats require. In doing so the brand may have missed the bond, the relationship, and yes, the love being expressed and the importance of this dynamic to happiness.

  • Our actions are influenced by how we feel; how we resonate to the brand and our sense of comfort and trust in it. The facts and figures exist only in support of the emotional narrative.

The litmus test for effectiveness

Here’s how to judge the merits of communications plans and proposals:

First, is there an assessment and review of the consumer – their wants, needs, dreams, aspirations and lifestyle interests? This is what is meant by putting the consumer first – insight on their interests that informs go-to-market strategy.

  1. Question number one: has effort been made to draw linkage between what we know about the consumer and how the brand and business can become a partner and enabler of those lifestyle needs?
  2. Has messaging been constructed around breathing life into emotional cues that hold up a mirror to how the consumer wants the world around them to perceive who and what they are?
  3. Have we looked at the cultural symbols relevant today for what consumers expect and want? Are those symbols showing up in the communication we produce?
  4. Are we creating synergy across all touch points from store to online to package to media to social channel?
  5. Are we tugging on the heartstrings? Are we keyed into the central motivation for why people want things, and the desires they have for a higher quality life?

If we wish to communicate in a way that’s understood and appreciated by the sub-conscious brain it will involve emotional cues. The facts and figures operate as reinforcement for ‘why’ we made a good decision post-purchase.

Moving from brief to resonance

So, instead of marching every marketing conversation down the hall of inwardly focused feature and benefit briefs and documents about technologies and product superiority, we should firstseek to understand the hearts and passions of those we wish to engage.

This is fundamentally a call for more (better) research: the kind that uncovers what makes customers happy; what they seek for fulfillment; where the pain points are; what they aspire to be – and then work creatively to create linkage between what we learn and how the brand is an active participant in achieving those goals.

  • This is how we earn permissionfor a meaningful relationship and how the emotional fabric is knit that leads consumers to brand trust and purchase. The operational and technical savvy is what delivers satisfaction with product experience, and thus powers a repeat purchase.

I get wistful at times thinking if we had known back in the day what we know now about how human beings operate — our strategies would have been much different, probably more powerful and effective.

While we can’t go back in time and make corrections we can carve a new path to victory; one based on putting the consumer at the center of planning strategy. This is harder than it looks because the inward focus on product features and technologies is ingrained in business cultures big and small.

But times have changed and what do we now know?

If you don’t change with the times, you’re probably in trouble.

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.

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Healthy Living Insight and the Future of Food and Beverage

October 1st, 2018 Posted by Agency Services, Brand preference, branded content, CMO, consumer behavior, Consumer insight, Emergent Column, Healthy lifestyle, Healthy Living 0 comments on “Healthy Living Insight and the Future of Food and Beverage”

Are you aligned on the pathway to true relevance?

What is the most powerful and pervasive condition impacting consumer product category growth across the lifestyle continuum? Effectively answering the consumer’s desire for a healthier lifestyle. This is the driving force that sits underneath Emergent’s agency value proposition and the work we do for our clients.

At the foundation of this transformational shift is an over-arching interest in a higher-quality life. Consumers believe their decisions and actions in this arena will impact personal happiness, safety and wellness.

Healthy living knocks at the front door of relevance to consumer wants and desires. It is a mindful choice made by increasingly mindful consumers across all age cohorts. Nowhere can this be seen in greater relief than food and beverage choices which have morphed in recent years from taste, price and convenience purchase drivers to a more enlightened set of criteria that pays homage to the healthy lifestyle priority.

Transparency, supply chain visibility, clean labels, ingredient quality, fresh and real food preferences are all evidence of momentum behind the consumer’s growing self-awareness. They are in charge of their lives, in control of brand relationships and thus able to exercise choice to reward those brands that are aligned with their personal interests, beliefs and needs.

  • Simply stated, consumers believe that the quality of what they consume impacts the quality of their lives. What people choose to eat manifests in their daily lives as a contribution to health, wellness, career performance, happiness, satisfaction and the ability to achieve life goals.

This is no longer a tertiary issue or a sub-segment of the larger consumer population. It is a swollen river of preference that is washing away the less relevant while rewarding the brands that mirror consumer lifestyle requirements.

How did we get here?

We can trace the origins of this shift back to the early 1990’s when the organic foods market was still emerging, and consumers started to pay attention to a new voice on how food is produced and what the differences are between factory made and farm fresh options. This became transformational when the rBST debate took hold and the organic milk business started to skyrocket as serving organic milk to children became a marker of good parenting skills.

Concurrently, the explosion of digital communication created a shift in the balance of power where anything that can be known will be known, and with it a cultural change. Now consumers want to be informed on where food comes from, how products are produced, thus enhancing the value proposition for higher quality real and fresh foods vs. packaged and highly processed legacy brand mainstays.

You are what you eat

The relationship between what people put in their bodies and how it affects health and wellness goals changed from addition by subtraction – the scientific removal of fat, sugar, sodium and the like, to a different picture of addition by addition.

People now perceive the quality of the food they eat or drink is related to the quality of their lives. This cultural swing resulted in a sea change at food retail, with center store packaged food businesses facing headwinds in share losses and volume declines. Meanwhile, the perimeter departments selling fresh and reimagined, more transparent and relevant versions of packaged stalwarts have skyrocketed.

  • Equity investment in the food space has plunged into the abyss in efforts to help scale the myriad of new, nascent food brands coming to market with quality elevations in virtually every category with a growth pulse.

Meanwhile, home cooking is experiencing a renaissance as consumers shop fresh ingredients and menus that require preparation; looking to feed their appetite for new flavor adventures. Convenience in this new world order translates to enhanced Deli menus and fresh solutions at supermarkets, and the emergence of meal kits to help curate the dinner need with prepped high-quality ingredients and tantalizing recipes.

Relevance and the future of food and beverage marketing

What does it all mean? This is what keeps the C-suite leadership teams in CPG food and beverage companies and food retailers up at night. What was once a brand controlled state in the marketplace, where heavy media spending could spell the difference in achieving quarterly results, has fallen away as consumers own and operate the levers of commerce.

Consumer control requires deft and agile moves by brands to align themselves with their desires, interests and lifestyle goals. The more powerful path in marketing is no longer lined with assertions of product features and benefits. Now the momentum belongs to brands that truly try to help and enable what their users dream to accomplish.

Marketing today is a reciprocity construct where brands earn permission for a relationship by thinking past their own product and trying to make a clear difference in their customers’ lives – be that by activating their creative aspirations in the kitchen, the social experiences around the table, or serving as a functional contributor on their path to healthy living.

Emergent as arbiter of insight and translation to strategy, better communication

This, ladies and gentlemen, is what we do at Emergent. We’ve been ahead of the trend even before healthy lifestyle became a ‘thing’ and remain a voice in the industry on this evolving landscape upheaval.

Our value proposition is bound to the insights we own on consumer interests, needs and the new marketing toolkit required to successfully leverage that understanding for business growth.

By virtue of that, Emergent is purposefully a hybrid of strategic guidance tied to creative communications, smothered in a secret sauce of consumer insight that helps inform our thinking, messaging and go-to-market ideas.

Whether you are a food retailer trying to evolve as conditions around you in e-commerce and consumer preference change, or a food and beverage brand, large or small, trying to optimize and scale the business you’re creating; we can help optimize your core proposition and add value to your efforts to gain the ear of elusive and hard-to-reach consumers.

How can we be helpful to you?

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.

 

 

 

 

 

 

 

 

 

 

 

Marketers: Why do we insist on analytical messaging that doesn’t resonate?

September 25th, 2018 Posted by brand marketing, Brand preference, consumer behavior, Consumer insight, Emotional relevance, Human behavior 0 comments on “Marketers: Why do we insist on analytical messaging that doesn’t resonate?”

The sub-conscious rules consumers’ decisions and actions…

This article is about getting results from marketing investments at a time when it seems harder than ever to achieve the desired outcome. There’s a reason and a solution.

The end of time-honored approaches…

When my career started at Ogilvy & Mather-owned Cole & Weber in Seattle, I was enamored by our disciplined approach to immerse ourselves in the client’s business. Exhaustive reviews of competitive brand communications would follow, coupled with deep download discussions on the product’s unique features and benefits. We would dissect and parse this understanding to arrive at a summary of superior claims and advantage. Sound familiar?

And all of this was based on the assumption that if consumers were exposed enough times to the essential ingredients of our client’s product benefit story, in enough places, we would deliver on the almighty combination of awareness and preference.

So where are we now?

It’s fair to say every dollar invested in brand communication comes with an expectation of business-generating result: consumer engagement and action. It is vital to note that we now have a deeper understanding of psychology, consumer behavior and a better grasp of what motivates decisions. This must be factored into how brand communications strategies are assembled.

Even so, it remains common practice to focus singularly on outlining product attributes (all about me), looking to leverage an area of uniqueness that helps separate the brand from everything else it competes with. While this remains a worthy and important part of the strategic process, it should be a secondary consideration behind looking carefully at what we know about the human involved (all about them) and how they really behave in decision making – which is, most often, without consciously thinking.

Fundamentals of more powerful communication

Let’s start with this revelation: attitude change is not the goal. (gasp)

Perhaps most important is understanding that people are feeling creatures who think, not thinking creatures who feel. This is why actions and decisions mostly occur in the sub-conscious – and without the analytical rule of rational consideration of facts, features and benefits.

Instead, we now know that emotion is perhaps the most important and powerful persuasive force, along side the comfort we inherently cherish with top-of-mind familiarity (know it) and perceived popularity (endorsed by others) of a product or service.

So if most decisions and actions are created by the sub-conscious side of the brain, why do we continue to stay focused on analytical forms of messaging that assumes people make rational decisions? History perhaps – and maybe an incorrect assumption the consumer is a fact-driven decision-making machine.

What we now understand is the unrelenting dominance of emotion. Our actions are motivated by how we feel about a brand or business. Purchase decisions are informed by the emotions people have, positive or negative, when they are in the presence of a brand – your brand.

This understanding should have a profound impact on how we go to market –especially food – which is en emotional category to begin with. Better questions to address in planning:

  1. Do we have insight into the consumer’s passions and concerns around their lifestyle and how the brand sits in service of their needs?
  2. How can the brand be an enabler of their lifestyle desires?
  3. What is the emotional fabric and connectivity we can identify between the brand and the consumer’s self-interests?
  4. How can we best mine emotion since the purchase decision is going to be made by heart rather than head?

For food brands, culinary or healthy lifestyle inspiration is a great place to start because it immediately looks at food through the experience of adventure and eating enjoyment, and the dynamics of higher quality life.

  • An example: you can emphasize educational data on the healthy benefits of vegetable consumption, or you can move on the more indulgent flavor experiences of improved vegetable preparation (roasting for example). The indulgent flavor approach will win the battle every time on increasing consumption.

Why? Because we’re human beings first – ruled by our sub-conscious and inevitably tethered to the emotions that govern what we do. This is the path we must follow we get to effectiveness and outcomes that are transformational!

Worth noting that the work produced by Cole & Weber in its heyday, that won respect and awards in the creative community, and client affections, was largely about emotional forms of outreach. It continues to be heart over head…

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

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

Emergent Announces Emerge Partnership with FMI

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

Mentoring for the greater good in food and beverage business

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

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

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

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

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

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

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

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

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

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

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

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

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

 

 

Archives

Categories