Partnering with mission-driven CPG and health companies on effective brand copywriting and copythinking | TYP Board Member
I talk with #consumergoods clients about their brand anchor being a person, a place, or a thing. I'm sure it's called something different but it gets at the point that what you anchor your brand on is going to be one of those three pillars. 👯 Name -- Obvious but it can depend on how much of that person's personality becomes part of the brand. Think Ben & Jerry's versus Stacy's Pita Chip Company, Inc. You know who Ben and Jerry are but do you know Stacy? 🚲 Thing -- More often that not, a thing is a lifestyle. Peloton Interactive is most certainly a lifestyle brand, even though it's "anchored" in the main group of cyclists during a race. 🌄 And Place -- Again, obvious but the trick with place is knowing how to convey the "feeling" of a place versus the "details" of a place. Most early-stage brands start with details that someone who visits the place would know. As they grow, they have to translate that to feelings. A good case in point is Tucson Tamale, who's expanding into Tucson Foods to capture the feeling of Tucson without having to rely on the details. Someone buys a tamale in the Northeast will know of Tucson and probably the Sonoran Desert, but they aren't going to know about their original location on Broadway or their restaurant on Oracle. If you're a place-anchored brand, convey the feelings of the place. That'll give you more room to roam, as it were. (I don't work with Tucson Tamale, just a huge fan of what Todd and Sherry Martin are doing. Here's a good article on their packaging change below) https://lnkd.in/g5DD4nrm
