Marketing Edge Magazine’s Post

💥 We're talking challenger brands over on our FoodE blog - take a look https://shorturl.at/huFW9 What is a challenger brand? If you’re not familiar with the term, these brands are smaller, independent companies, offering something new and different to the market.The rise of challenger food and drink brands has been a hot topic for a while now. Our FoodE blog looks at some of the key players and what makes them stand out 💥

No one can deny that brand equity gives you the power to price up even with a temporary volume hit, yet some categories are lucky to have -a taste palette addiction as I like to call it- than others where switching behavior is rarely happening. Last 6 months, I ran extensive research on changing habits with a lens on categories degree of vulnerability to switching. For staters the repertoire of brands is tiny in only very few like beer and chocolate if its anchored psychologically in indulge/ treat or sensorial product uniqueness or exclusively. Emotional and personalized (who I am) type of positioning work on top would drive these categories to the least price elasticity. In non- FMCG, education, health, finance/ insurance are as well. In household brands switching is grand where product know- how is at par with tiny gaps, hence the power of owning brand mind space. This is where true marketers shine and I salute them. So, if you are the latter, would you continue to be differentiated and known for a focused space ..... It's a very common discussion now in panels .... Or open up to more claims? On side, you can end up diluting your equity or too many benefits, the messaging is all over the place. Who owns camera phones these days - I recall OPPO did a few years back - maybe - maybe not now ? Did they stop focus or other brands caught up - was this good or bad? Carrefour as a hyper format by default known for abundance and deals - but if you compare prices of items basket, not so much - it is a perception. I was on panel just discussing that last week and honestly all I can continue to advocate for is - now more than ever - be on top of your brand equity numbers, competitors and consumers' pulse. You will never be left out of the game. #brandstrategy

"Connected packaging" is changing the way brands connect with consumers. It gives brands a direct path to talk to consumers, which helps them feel more connected to the brand. #connectedpackaging #packagingsolutions #nfctechnology #augmentedreality #qrcodes #fmcgmarketing #labelprinting #brandexperience #brandcommunication

As the THC beverage category surges on, we’re seeing new brands pop up every day. New types of drinks, new logos, new packaging, new value props, etc. With all the newness, it begs the question, “How do you create a THC beverage with staying power?” AKA, which brands are going to make it beyond the initial mania? Will it be the drink that tastes the best? Maybe 🤔 Will it be the drink that makes you feel the best? Could be 🤷♂️ Will it be the drink with the coolest packaging? No 🙅♂️ Those are all tablestakes. You need a drink that tastes good + makes people feel a type of way + visually stands out, but there’s one final ingredient that can push a beverage brand from good to great. And so far, there are only a handful of brands focused on this one final ingredient... That final ingredient is a brand’s story. Why does a brand’s story matter? As people, we use stories to communicate, to learn, to emotionally connect, to entertain, to image, to identity, to inspire, to motivate, etc. Stories create emotional connections between brands and their shoppers. When people know why a brand exists and know what change they’re championing in the world, they’re more like to become evangelists. They’re more likely to share that story. So how do brands put together a cohesive story and when should they tell it? One of my favorite examples comes at a crucial moment in the shopper journey - when someone buys for the first time. A quick email can be the difference between a one-time shopper and a lifelong customer. Here’s a great example from Aaron Nosbisch and the team at BRĒZ I bought it, I liked the story, I shared it - voila

Why Brands Can Build Consumer Trust To Drive A Category Forward

Understanding how consumers choose spirits at the liquor store is a complex journey. From problem recognition to post-purchase behavior, our blog will help you unravel the steps of this decision-making process. Learn about brand narratives, peer influences, and in-store experiences that shape their choices. 🛒👥 Read our blog now: https://bit.ly/3u8ZEPs #ConsumerBehavior #LiquorStore #Marketing #PurchaseDecision

Consumers face an overwhelming range of choice in many categories and the Alcohol category is no exception. Particularly with the rise in ‘ready to drink’ brands, seltzers, and craft beers during this decade. Yet emotion offers brands a powerful way to find their difference – particularly in categories where brands are functionally similar. Read this article from the 2023 #KantarBrandZ global report, as Myles George, Director, Product Development, Kantar, reveals the nature of the emotive needs in the #Alcohol category using NeedScope: https://ow.ly/fKxu50PHJjp

In a category where brands are functionally similar, emotion is key to building a meaningfully different position. Read this article to find out what the emotive needs are in the alcohol category and how to use the emotional lens to choose the right expression to support your brand in a unique way ⬇️

#Privatelabel is edging in on our beloved brands, according to this piece by Lou Biscotti at Forbes. This is an important article - detailing the threat Store Brands pose to other #CPG players. The biggest takeaways for me, and the brands we support, are this: 🏅 Make your products indispensable. (The list below goes into what that might mean - for reasons of flavor/quality/price). 💰 Study price - and your consumer’s price tolerance. No matter how good the product, an extreme price delta will edge out some of your base (this piece shows that the switch to Private Label is equally spread across income levels, and driven most by middle-income shoppers). 🥫 Customer experience and consistency. The #1 reason people cited for leaving a brand was having a bad experience. Teams should be relentless in Quality Control, and ready to rectify a poor interaction with your brand, immediately. 🌟 Brand. Give your followers / customers a reason to love you and never stray. This can include intangibles around community, engagement, and perks - but, in competing with private label, it should mean delivering consistent, fundamental value that only your brand offers. New Fare Hallie Bonnar #experience #community #brand #customerexperience #cpgindustry #retail #grocery https://lnkd.in/eV6pUWRh

How pricing plays an integral role in the consumer buying behavior and brand impression. Categories where consumer choice of buying an item surround with multiple factors such as taste, quality, variety etc, brands have to take in account pricing perception versus their competition. Latest study for Hello Fresh depicts the same phenomena where brand was able to create high brand awareness but not able to maintain it price perception vs. rest of market. #PriceMatters #BrandPerception #ConsumerChoice #MarketAwareness #CompetitivePricing