Posts tagged "premiumization"

The Food Brand Marketing Sea Change

June 19th, 2015 Posted by brand marketing, change, storytelling 0 comments on “The Food Brand Marketing Sea Change”

Part 2: Reimagining Food and Beverage in America

Family At Farmers Market

Let’s start with defining what brand means. CPG businesses have been building temples to brand strategy for decades. The brand is supposed to be the emotional bridge and equity vessel that supports a premium price and drives preference at the shelf.


Big Food Facing Big Trouble or Big Opportunity?

June 15th, 2015 Posted by brand marketing, Brand preference, change, Food Trend, Insight, retail brand relevance, shopper behavior, Supermarket strategy 0 comments on “Big Food Facing Big Trouble or Big Opportunity?”

Part 1: Reimagining Food and Beverage in America

Big Food in Big Trouble

Fortune Magazine’s special report “The war on big food,” cited an astonishing fact: the top 25 food and beverage companies have lost a collective $18 billion in market share since 2009. Repeat: $18 BILLION in 6 years.

Inside supermarkets the evidence is there for all to see as smaller more nimble niche players like Annie’s (now owned by General Mills) and Boulder Brands’ Evol frozen entrees secure more and more in-store real estate.


The Premium-ization of Everything

April 29th, 2015 Posted by food experiences, Food Trend, Healthier habits, Healthy Living, Insight, Retail brand building, retail brand relevance, shopper behavior 0 comments on “The Premium-ization of Everything”

The Premium-ization of Everything

Facts are this: at no other time in the history of modern marketing and business strategy have we seen such a pervasive shift – up. To be sure the Walmarts of the world continue and Dollar Stores are everywhere, but it can be said we are witnessing a call for quality, for real, for authenticity and improved experience that is steamrolling through the consuming marketplace with the speed of the latest viral video.