The Growth Strategy Of Ingredient Branding
November 30, 20232 min
Today let’s focus on ingredient branding, an effective growth strategy under the right conditions.
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November 2023 - Branding Strategy Insider
Sustainable Pricing: A Business Mandate
November 29, 20234 min
Recently, I took what felt like a fairly expensive Uber ride from the San Francisco airport. Ridesharing used to be far less expensive than taking a taxi, but that is not the case anymore; in many places, it’s equally expensive, if not more.
Brands Respond To The New Meaning Of Belonging
November 28, 20235 min
We live in an uncertain world. We have become more skeptical and distrusting. Our environment seems unsettled, unpredictable and unstable. And, then, to magnify these feelings, we experienced Covid-19.
How Brands Can Counter Critics With Empathy
November 27, 20235 min
Current hot-button issues for consumers are genetically modified organisms (GMOs), the overemployment of pesticides, and the overuse of antibiotics in dairy. There are haters. There are skeptics. And a recent study showed that people were willing to pay more for a product labeled “xxx- free,” even when xxx was a made-up ingredient. So when a company who manufactures pesticides came to us to help improve their reputation, we knew it was going to be no...
How To Avoid The Fate Of Fad Products
November 22, 20233 min
A company with a truly great product – the InstaPot – is bankrupt.