All too often, we find brands laser-focused on touting their “superior” specs — formulations, ingredients, sourcing, process, science, engineering and standards of performance — believing this forms the unshakeable foundation of their brand outreach path to fame and fortune.
From all my years in research and consulting, I think I’ve learned a thing or two about marketing worth sharing. Enduring fundamentals, mostly—yet often overlooked. So, this year, I want to share some snippets for your consideration. I hope they’re helpful. This week’s thought: Inclusivity is business 101.
Prior to COVID-19 and the price hikes of manufacturers, Beyond Meat and Impossible Foods were darlings of the food world. Beyond Meat products were mainly sold at retail. Impossible Foods products were at restaurants. Fast food outlets put plant-based offerings on their menus. Finally, there were actually tasty alternatives to animal proteins, mimicking the mouth feel and texture of ground beef, sausages and chicken.
As the new US administration takes its place in the White House, poised to shape the future of geopolitics and commerce, brand leaders are confronting a stark reality: trust continues to fray. Polarization, misinformation, and a sense of betrayal permeate public discourse. Institutions once seen as pillars of stability are now viewed with suspicion.
As we have learned over the past month, Meta lifted its free speech restrictions. Free speech is in and restraints are out. Meta is taking the same road as X. This means that the relevant differentiation of Meta’s brands, Facebook and Instagram, relative to X, is size and profitability.
