Posts tagged "Marketing strategy"

Embracing strategic vision

Is the strategic vision you need an accident, anomaly or outcome?

January 5th, 2021 Posted by brand marketing, Brand preference, brand strategy, Differentiation, Emotional relevance, Higher Purpose, Insight, Marketing Strategy, Transformation 0 comments on “Is the strategic vision you need an accident, anomaly or outcome?”

What’s percolating inside the people behind great leaps in business…

Most often we publish stories about marketing best practices, brand strategy, communications planning and our specialty – emerging trends. However, as we say good riddance to a year many of us prefer to see in the rearview mirror, we’d like to offer a different story about hope, encouragement and guidance for a more prosperous future in 2021.

  • The foundation of success and transformational change springs from a strategic vision that inspires leaps in growth and brand development. What is the unique alchemy that enables this kind of growth? Read on.                                                       

Does strategic vision descend from the heavens on a road near Damascus with a blinding light of revelation from on high?

Many of us in the marketing community have our favorite case studies that demonstrate strategic brilliance and imagination that serve as the foundation of great brands and businesses. Yet we also know that bold marketing moves happen periodically in many categories.

Are these happy accidents and moments of good fortune, bestowed by an unseen spiritual power as benevolent gift to a chosen few? No. Indeed visionary thinking and bold ideas come from the hearts and minds of those who are willing to lean in and break the conventions that can anchor brands to a form of floating, inert stasis in their category pool.

Witness the recent story in Forbes about the newly named Molson Coors Beverage Company, marking their transition from brewery-centric business to a broader and more inclusive portfolio of non-alcoholic, better-for-you brands. Led by visionary Pete Marino at the helm of their Emerging Growth unit, the company is now locked onto evolving consumer trends and preferences, while simultaneously adding value to their distributor relationships. Brilliant.

Game-changing thinking that moves brands and retailers to an improved trajectory is a very human adventure. At the root of all progress are people and teams who assemble the plans and strategies capable of out-sized leaps in growth.

Here we peel the onion on the requirements and conditions that lead to this level of result. At the heart of every great exploration in marketing ‘unchained’ (the kind that teams sign up for as passionate advocates on a mission) is a series of similar characteristics.

Who are you? Yes, you.

All of us have formative stories about who we are. Mine began in Edinburgh, Scotland where I was born. My parents lived there as expats while my father worked on his doctorate degree in philosophy at the University of Edinburgh. He was offered a teaching position, kicking off a back-and-forth adventure of living in Scotland during the school year, broken up by summertime trips back to the States. In those days the affordable voyages were on Cunard ocean liners for a six-day transatlantic crossing.

Home Sweet Home in Edinburgh, Scotland

From age zero to five I did this repeatedly, generating my own exploratory mindset. To wit, I got lost on the Queen Mary at four years of age, attempting a self-guided below-deck tour to try and find the engine room. Ships and trains were a passion. This innate curiosity remains steadfast in my own repertoire of behaviors. That, and a fondness for warmer destinations after the icy toddler years residing in an 18th century Georgian row house with no central heating. Brrrr!

Can you cite moments and experiences in your own life that helped form your point of view? Your ‘personal chemistry’ is a result of these imprints. Self-awareness of these events helps bring shape and understanding to why you do what you do. It is through this mindfulness that we come to understand how best to direct our strengths and performances.

The personal chemistry required to pursue a strategic leap usually includes a blend of the following:

  • Appetite for risk
  • Willingness to zig when everyone around you zags
  • Departing from convention
  • Thrill of new territory exploration
  • A desire to invent, create something new
  • A belief it can always be better

Confidence in your convictions

What is the common thread that runs through individuals who search for greater meaning and deeper values in the brands they guide? A passion to improve people’s lives and the world around us.

Convictions come in two varieties: first is an acquired point of view borne from study, research, soliciting the opinions of those you trust and listening to experts in your orbit you respect. The unfortunate second is a more rigid principle, an outcome of arrogance that you’re smarter than everyone else. Uff.

  • Great ideas and contributions to better thinking come from everywhere and anyone. As a marketing leader your humility is the first requirement to see and comprehend these nuggets of insight. Without this openness and curiosity, you are ultimately flying blind.
  • We are reminded of the incredible story of Richard Montañez, the erstwhile janitor at Frito-Lay who dreamed up the concept and recipe for Flamin’ Hot Cheetos. Richard had the temerity to contact the CEO after a C-suite request for innovative ideas from ‘anyone in the company’ and convinced the executive team to make an investment in this Latino market facing snack concept. It was one of Frito Lay’s biggest ever product launches. Richard is now a VP of Latino market sales for Pepsico. His conviction made it happen.

It is within an attitude of operating in service of others and the greater good that big ideas tend to manifest. When you’re able to connect strategy to improving people’s lives – serving unmet needs – you have the basic ingredients of a transformational leap in brand development.

This perspective offers the infrastructure of a mission and value system others will rally around. The convictions that emerge from this approach form the basis of an authentic higher purpose, one that can spell the difference in attracting a genuine community of real fans and advocates.

Convictions stirred with strategy are a strong mix.

Failure is your best friend

Do you believe that failure is a good thing? There is no greater teacher than failing. All of the wins you experience won’t add up to half the insight you will secure through failing and then adapting. If you think you should never fail, then you will never learn.

Fear of what others think or retribution or blame or criticism collectively act as a deep freeze on innovation and a willingness to step outside convention to break new ground. Failure is good and to be embraced as a teaching moment. It’s when you’re most open to insight and epiphany on how to improve. Admitting failure is a laudable character trait and provides the key to learning from mistakes or errors in judgement.

When I started Emergent it was on the back of an idea: I believed the entire food, beverage industry was standing on the edge of a sea change. People had connected the dots between what they ingest and the quality of their lives. The industry however was focused on features and benefits rather than devotion to health and wellness. This was the first business I started based on strategic insight (idea) rather than a large anchor client (cash flow). An adventure in bootstrapping. I thought the CPG world would beat a path to Emergent’s door.

In a word, no. Others I knew said “too niche, too focused, too anchored to an outlier idea.” It took years for the traction to begin to happen. It was no rocket sled – a humbling period of reflection and self-doubt. Every ounce of persistence would be required to march forward.

Say yes to risk and failure. You’ll sleep better for it. You’ll refine your understanding with it, evolve and improve.

Attend the Church of the Consumer

We love to talk about value creation in marketing. What value can there be in creation without putting the consumer at the center of this calling? Too many times companies turn inward, planning around their own self-interests, viewing the customer as a strict transactional outcome of sales and marketing. The blindness this causes is the reason why so many businesses eventually stall or never grow faster than the category in which they reside.

The consumer is not a walking wallet, they are our first priority. It is their needs and interests we are on the planet to serve. Your passion and willingness to invent on their behalf must be informed by deep understanding of their concerns, interests, needs, wants and desires.

  • To do this effectively requires investing time and resources in consumer anthropology
  • Your business model is constructed around your users and their needs
  • You instinctively look for ways to improve their lives
  • You care about their personal success and wellbeing
  • Your team sees this consumer-centric mission with clarity and dedication

This is much harder to do than it sounds. The pull of self-interest is very strong.

Study leads to epiphany

Great ideas don’t fall from the sky. Instead they are an outcome of examination, study, listening, observing, researching and absorbing. If you are open to change, wanting to test the limits and ready to take the required risks associated with innovating, then you’ll find a bigger picture forming.

Your passion and convictions must activate to bring others along on the journey. Yes, there will be attempts to kill new ideas along the way. There will be naysayers and resistance. However the strength of your story will hold sway.

Ideas are fragile. Keep the faith.

2021 is here, now is the time

When opportunities for strategic leaps move from concept to reality, you will have the opportunity to create momentum. This is what we all live for, strive to do and with it comes knowledge of our impact on people’s lives and in turn the growth of the business.

If you find this kind of thinking refreshing or inspiring, and want to bounce ideas off like-minded experts, use this link to open an informal conversation about your concept. We can help you build and refine, and bring a strategic game plan to life.

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.

Big ideas inform business and brand behaviors

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.

Marketing planning for 2021

Top five marketing resources to power your 2021 growth plans

November 18th, 2020 Posted by brand marketing, Brand preference, brand strategy, CMO, Digital marketing, engagement, Growth, Integrated Communications, Marketing Strategy, Social media, social media marketing, storytelling 0 comments on “Top five marketing resources to power your 2021 growth plans”

What you will require for success in the new year

Unprecedented complexity in marketing channels, platforms and media priorities can subtract from the confidence and clarity you need about where to make the best strategic investments. The potential for engagement misfires (wrong message, wrong channel) is at an all-time high and it seems as though every other day a new media platform rises to claim its narrow territory in an ever more fractured communications landscape.

  • You need a clear path and navigation chart to inform your decisions on where to invest precious marketing assets next year – when every dollar needs to perform like 10 and there’s not a lot of room to recover from mistakes.

We aim to provide specific guidance here.

Fortunately, the marketing game plan priorities are making themselves known. Today we have the benefit of hindsight to examine what tools performed to greatest effect in this uncommon year, and we also have a grip on where to place the marketing plan bets headed into 2021.

Here’s the most dramatic piece of evolutionary perspective unfolding for next year: what’s old is renewed again. I am personally ecstatic to see this change arrive. Read on.

I came up at Ogilvy & Mather (O&M), the first 11 years of my career bathed in the ample light of how David Ogilvy and his immensely talented colleagues saw the marketing universe. While David was a renowned and talented ad copywriter, he was first a business builder, problem solver with a remarkable grasp on the levers of how to grow a client company. He was indeed a holistic thinker.

David was forever espousing a point of view that we aren’t on the planet just to make advertising or PR. We’re here first to:

  • understand the challenges of business categories,
  • help incubate innovative product solutions,
  • understand the delicate emotional characteristics of brands,
  • navigate the cultural issues that impact company behavior,
  • and, inform and educate that most mysterious creature known as the consumer (“who is not a moron but rather your husband or wife,” says Ogilvy).

Said another way, a more myopic view would have us believing it’s all about the ad or PR creative product. Thus your proverbial marketing hammer comes back repeatedly to the same tactical nail. If that were true, our value as counselors, guides and business experts would deteriorate overnight and the agency business would be diluted to churning out cinematic representations of feature and benefit stories. Or the lesser digital display ad?!

Instead, we are tasked with being strategic guides who make our client’s business and category a deep and comprehensive ongoing study involving the mechanics of:

  • product creation and
  • market influences and
  • economic conditions and
  • cultural shifts and
  • competitive challenges and
  • the endless study of consumer and organizational behavior.

In short we are devoted to strategic investigations and assessments ahead of any conversation about a creative idea, in part for the very reason that all of that analysis nourishes enlightenment and leads to more relevant and powerful marketing ideas. The kind that make communications all the more effective at turning the screw of share and volume growth.

  • What’s the definition of a big idea? One that you can immediately and intuitively see how it will impact and change company behavior and the dynamics of the marketplace in which it competes. That’s a compelling adventure to join and why I appreciated what I learned while at O&M. Big ideas tend to bubble up in the midst of strategic business conversations.

However, with the growth of digital everything, over time the marketing guidance task largely contracted into a tactical role of managing the digital platform du jour and erstwhile electronic flag waving. In recent years the consultive forms of agency and client relationship have diluted in favor of operating a digital marketing automation dashboard. Execution driven assignments more so than operating within an authentic marketing partnership.

Well, all of that is about to change in 2021.

We’re entering an era where the importance of strategy and branding has re-emerged as the decisive lynchpin in priority and design of nearly every go-to-market plan. Why? The toolbox game has fallen in on itself under the sheer weight of so many options competing for eyeballs at a time when consumers are tiring of the relentless barrage. People are tuning out entirely the self-serving, self-reverential bullhorn of marketing message social channels. They reflexively reject that interruption right out of the gate.

The Pandemic has also lowered the tolerance boom on brand self-promotion – while rewarding efforts by enlightened brands that closely align themselves with higher purpose values and drive deeper meaning into their brand story and behavior.

What worked and what’s coming next year

A recent national survey of agencies conducted by SharpSpring revealed universally the most effective outreach tool deployed in 2020 was paid social. Not a surprise given the importance people place on social conversation, the levels of engagement there (which also correlates with the consumer’s prevailing interest in dialogue) and hearing the experiences of others to inform their purchase decisions.

Looking ahead at next year, this same study drilled down to what is likely to be in demand by clients in the year ahead, which also bears remarkable similarity to what clients are prepared to outsource to their agencies.

The re-emergence of strategy and branding as a top priority activates to assure marketing investment decisions will, indeed, deliver on their engagement objectives. This helps to measurably influence purchase decisions at a time when the consumer’s view of what matters is rapidly evolving.

Taste, price and convenience used to drive food and beverage purchases. Now those triggers are overtaken by a host of new more issue-like considerations such as health and wellness, transparency, purpose and values, supply chain integrity, sustainability and food safety.

  • Add to this an emerging concern about climate change and the impact of our current food production system on greenhouse gas (GHG) levels – meat production is by far the largest single contributor followed by agriculture. The food system creates more GHG than all of the global transportation systems (cars, trains, airplanes, etc.) combined.

We are seeing a rise in consumer demand for change addressing their concern to know what the carbon footprint is of the foods we consume. More on this topic to come from us.

Meantime, the verdict is in on resources to receive the most attention and likely investment in 2021 while brands continue to grapple with the impact of the pandemic on preferences, shopping and purchase behavior.

The top five marketing needs for 2021

  • Marketing strategy: this begins with insight into consumer behavior and cultural shifts taking place that impact what people care about, and what they expect of the brands that matter to them. Active participation on issues like climate change will be one of them.
  • Branding: the role of higher purpose and deeper meaning are now critical to your business and brand voice. This is not a “nice to have” but a core strategic platform to secure relevance and engagement at a time when people expect brands to participate in making our world a better place.
  • Social media management: social media is a top priority and has remained so for some time now. How brands engage here, support community growth and encourage user generated content, will play a critical role in trust creation. Trust is a top objective and this channel is part of the solution. It’s remarkable that at one time the idea of actually talking directly to a brand’s consumer was virtually unheard of. When it finally arrived many brands looked upon it skeptically as a scary and potentially treacherous and uncontrollable development. My, how times have changed.
  • PR and reputation management: trust is the currency of any brand relationship. It is a requirement. Now harder to earn and maintain, the scrutiny and filters being applied by consumers seeks to determine whether a brand’s activism is messaging masquerading as champion of a cause – or is it real where the brand behavior matches the rhetoric. A recent IBM study on purpose reports that when consumers think a brand has a strong and authentic purpose, they are 4.1 times more likely to trust the company.
  • Digital advertising and re-targeting: a strong and verifiable correlation exists between awareness and velocity performance at retail. The more present and top of mind your brand is, the more likely this recognition will convert to a sale, assuming other considerations on purpose, values and trust are properly aligned. People live online. That bit of behavior enhanced by shelter in place and work or school from home conditions is why digital channels are having a heyday.

Brand activism on the rise      

An important strategic focus in 2021 will be where your brand sits on the fence of increased calls for activism on societal issues. Generation Z, the most woke generation of all, is decidedly focused on this and will be voicing their sentiments in the purchases they make. Their wallet is their vote and symbolic flag to those around them about what they consider to be important.

  • A recent study from Zeno Group found that for brands of comparable quality and pricing, 91% of consumers will switch if one of those brands supports an important cause. That might as well be 100%.

Here’s another way to look at it:

The more activist a brand is, the more earned media attention it’s likely to secure. This leads to greater visibility and brand awareness in trusted media channels – which in turn will help drive recognition leading to higher sales outcomes. All of this is happening in a media model that is derived at lower cost (compared to traditional media) thus helping wring more benefit out of tight budget resources.

The key is how real the brand’s activism is vs. an attempt to “message” around it without the anchoring back-up of verifiable brand behavior. Fake activism is discoverable and can (will) backfire.

If a conversation on 2021 planning priorities would be helpful to your decision making, we would welcome the conversation. Use this link and let’s 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.

Creative agency services

Time to test drive fresh thinking?

November 5th, 2020 Posted by Agency Services, brand marketing, brand strategy, branded content, CMO, Consumer insight, Content Marketing, Digital marketing, Emergent Column, Emerging brands, Integrated Communications, Public Relations, Retail brand building, storytelling 0 comments on “Time to test drive fresh thinking?”

So much has changed during the last few months.

Like many we talk to you might be wondering:

  • “Does my current marketing plan still hold up given everything?”
  • “Am I missing something here that could be the difference-maker?”
  • “I’d love to get some fresh eyes on this, but where?”

Every brand in the food, beverage and lifestyle space is going to encounter barriers to growth and unforeseen disconnects in brand communication.

We are focused entirely on helping you leap over these impediments and challenges. We do this by applying our unique ability to weave innovative strategic guidance together with insight driven communications.

The result is transformational acceleration of your business results.

We know it’s difficult to let someone new in the door before fully trusting the players involved. That’s why we’re happy to take on projects that serve as a commitment-free test drive of our work.

You might need fresh thinking on:

  • Transformational strategic guidance and brand refresh
  • Building a compelling messaging platform to optimize your brand storytelling
  • Creating optimal social channel content and credible earned media attention
  • Producing the ultimate video-based story to differentiate your brand and business

Let us know if you are open to a conversation about your next win. We can bring a fresh perspective to a challenging problem or address a specific new product or category creation need.

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.

New concept in pet brand building: kitchens

Will Pet Brands Stop Resisting Differentiation?

October 28th, 2020 Posted by Brand preference, brand strategy, change, Differentiation, engagement, Pet care, Pet food, Pet food marketing, shopper behavior, storytelling, Transparency 0 comments on “Will Pet Brands Stop Resisting Differentiation?”

How to punch above your weight and win

When shopping the aisles of a pet food store you’ve likely noticed an amazing array of new brand players on one hand, and on the other difficulty distinguishing anything truly unique between the options. Blurry at best as the protein percentage wars rage everywhere around you.

Pet care is a robust and growing business that works to float all brand boats. For now at least.

  • More pet-owning households than ever
  • More adoptions from rescue centers
  • More puppies and kittens at home
  • More mouths to feed

Even in the midst of a pandemic and economic recession the growth record is notably positive.

That said what happens when you reach a competitive tipping point as the number of brands multiplies (supply) while vying for a piece of the current volume and dollar pie (demand)? Right there, strategic best practices highly recommend nurturing true brand differentiation in the eyes of the consumer. When differences are marginal though, then what?

Read on…

This challenge gets to the heart of pet care brand conditions, a business personified by its Low Differentiation and High Durability traits among category participants. This is a healthy business ripe for disruption – when the right moves are made.

Understanding pet brand category behaviors

How is it that so many pet brands are holding firm right now?

The size of the pie is expanding. Brands that are similar to each other while exhibiting staying power are all playing by familiar rules – at least until an innovator comes along and changes the playbook.

A landscape of comparable brands with parallel nutritional claims and ingredient stories, arguing for advantage in the margins, is a living example of:

  • A study in brand incrementalism
  • Marginally better quality to the winners in each segment
  • Pricing that stays in the segment frame, forcing choice on other more subjective cues
  • A curious tit-for-tat marketplace where brands monitor and react quickly to copy competitor moves (ancient grains anyone?)
  • Where staying in the competition is more important than distinguishing the brand as a unique star player

Premium kibble is kibble for the most part, although every brand understandably claims to be nutritionally superior to their equivalent price-point neighbor. That said, the language used to convey better or best bears remarkable sameness brand to brand.

Looking for marketplace advantage

When you work hard to create and earn high buyer value, the end result makes competition increasingly irrelevant. Where the pet business is generally a ground game of less differentiated brands, the sweet spot of disrupting category conventions is secured by moving from lower to higher differentiation.

Achieving greater uniqueness can happen when focused sharply on a marketplace buyer segment – a specific type of customer, where the brand strives to be hyper relevant and meaningful to a lifestyle cohort. Take for instance the consumer pursuing a health and wellness lifestyle, where the importance placed on the quality of what you eat is directly related to their perceived quality of life.

Inevitably, this consumer will transfer that same viewpoint to their pet food choices. While one could say wellness is the province of raw food brands, even there, the word raw has been democratized throughout the category in slightly de-tuned versions such as freeze-dried toppers, chunks and kibble inclusions.

Channel as a disruptive idea

Just Food For Dogs (JFFD) based in Irvine, CA has found a way to re-think the path to market.

Their model involves free-standing retail kitchens that make fresh pet food on premise, a concept optimized for higher income zip codes where the cost per pound is less important to the perceived nutritional upgrade in a freshly-prepared diet. The opportunities for customization to specific pet needs is remarkable and embedded in this concept.

Company President Carey Tischler explained this is the beginning of a national expansion: “our kitchens are an incredibly effective means of showing, not just telling, pet parents how we are different – and how fresh, whole-food can change their pets’ lives. With nine open-to-the-public kitchens serving pet parents today, and several more kitchens under consideration for 2021, our national expansion is already well underway,” he said.

Human food ingredients re-purposed for pet food recipes

Their Chicago kitchen entry now under construction sits cheek-to-jowl with the city’s largest, most progressive and well-known pet rescue The PAWS Foundation – a virtual mini-industry in moving abandoned or stray pets to new homes. Ahem, that’s new food-seeking pet owners. Across the street is Petco, a retailer that is stocking a shelf-stable packaged version of Just Foods For Dogs pet food.

Is JFFD a retail pet food kitchen company with an aligned packaged business to serve consumers where no retail kitchen exists? Or a packaged pet foods company with a unique retail kitchen extension that serves as marketplace theater and demonstration of their fresh food ethos?

Shelf stable versions of fresh recipes

“We view our business as a direct-to-consumer ecosystem,” Tischler reports, “and manage it as such – with each channel supported by our Certified Nutrition Consultants. The kitchens are a critical part of the business model, but they work in concert with our pantries (store-in-store concept) and online offering. We have a lot of evidence these channels are synergistic and effectively support each other, driving brand awareness and offering convenience to pet parents.”

Freshly made pet foods from the kitchen

In response to pandemic impacts, Tischler says the company is leaning into curb-side pickup at their kitchen locations or home delivery through third-party providers.

What’s interesting about this approach is its relevance to a like-minded consumer who sees higher food quality as verified by the fresh ingredients and preparation techniques used to preserve nutritional density. The very same food preferences they apply to themselves can now be delivered to their pet in a Chipotle-like store setting. At the very least, it’s a disruptive idea.

  • Of note, we think Just Food For Dogs has a significant opportunity to weigh in on transparency, ingredient sourcing and food standards to further enhance their nutritional credibility story, although we haven’t seen that manifest as yet. Transparency is a unique point of competitive advantage in an industry where it’s largely a missed opportunity.

Just Food For Dogs is a marvelous study in innovation around a category governed mostly by conventional extruded solutions.

In mainstream retail FreshPet presents an interesting twist on packaged products and certainly deserves the growth they’ve experienced. However, we believe even more can be done to separate and elevate brands above the forest of sameness. Differentiation operates to attract a cohort of engaged, enthusiastic fans who have a deeper, emotional connection to the brand that is stronger, frankly, than a reason to buy focused on protein percentages.

Zig when everyone else zags

In the last seven months the pandemic has served as the most important personal priority- shifting mechanism of the last 30 years, advancing the importance of health and wellness to sheer survival. Taking care of your immune system is now a clarion example of how consumers reassert some control over their lives in an uncontrollable societal and environmental setting.

We’ve characterized this as Health is the New Wealth. Yet this development has not translated fully to pet food.

Pet lifestyle is a real thing. We believe there are ample numbers of households that operate daily around the pet-to-parent dynamic. A consumer insight-savvy brand could embrace a lifestyle platform that rises over the ubiquitous discussion of human-grade proteins and fresh vegetables ingredient trope. It would be a ‘zig’ to emerge above the endless chatter about real meat, chicken or fish and tag the emotional equation of what higher quality pet food is intended to do: The quality of the food provided is the ultimate expression of love for furry family members.

Addressing and leveraging consumer lifestyle affords a much deeper conversation on topics more relevant and resonant to the pet food buyer than food science and dietary claims. It’s also inherently an emotional construct, key to engagement and message impact.

Pandemic and purpose-based brand building

COVID-19 has operated to refocus people on their beliefs, purpose and societal values that contribute tangibly to the greater good. These considerations are influencing brand preference and purchase. Up to this point organic ingredients haven’t been widely employed outside of a handful of pet brands. The word sustainability continues in some respects as a form of check-the-box afterthought invoked like a Whole30 label certification.

Organic is really about farming methods more friendly to the environment and less damaging to our climate. Sustainability, likewise, can be viewed optically as regenerative agriculture practices that if widely adopted could help turn farmland into the world’s largest carbon sink.

These ideas can be repackaged as a move to address carbon footprint, playing a decisive role in managing the existential threat of climate change on our future wellbeing. Could this become an embedded mission for a pet food brand? We think so. Pet food is a very big user of feedlot meat and agricultural ingredients that in a larger sense of their production are among the biggest contributors to greenhouse gas on the planet.

  • Carbon footprint is starting to show up now on select human food labels. We believe this is the start of a major trend. It will be interesting to see how it translates in pet food marketing.

Whether it’s channel and business model differentiation, a switch to lifestyle marketing and communication, or embracing a mission around climate change, each of these ideas represents a potential new tool in the standard go-to-market toolbox.  Concepts that were popularized in recent years by premiumization of the pet food business and the dawn of popular grain-free formulation claims.

The latter became a herd-like move. We observed most premium brands quickly shifting to emphasize the ancestral diet blueprint.

  • Yet this becomes the very reason to consider a strategic move towards greater differentiation not less. If supporting high buyer value – moving past common ingredient stories – makes your competition less relevant wouldn’t you seriously consider it?

We know this is hard. It feels risky. It sounds like bucking category norms. Will the consumer react well to it? Of note, consumer interest is a testable proposition. In what is mostly a sea of sameness, clear observable brand distinction can be a highly prized and leverageable asset.

If exploring new thinking and fresh ideas sounds like a good conversation to have, we welcome the opportunity to think with you. Use this link to open what could be a very interesting and rewarding 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.

Archives

Categories