&Co. / NoA’s Post

“AB InBev’s rise up the global marketing and advertising charts is something to celebrate with a Stella or two.” Cheers to that. 🍻 If you missed Richard Oppy's keynote at RESET for Growth, check out this write up by Arvind Hickman at B&T: #RESETForGrowth

This is my criticism as an individual consumer... Just as an example :Introducing Sweet Potato and Yucca… Emotional Transfer ! I will not describe the freshness, quality and taste of a product that is patiently monitored to ripen by professional producers, carefully collected in season, selected at maximum A quality and categorized in the correct product sizes. Additionally, food businesses working with Fruits et Légumes Gaétan Bono Inc. are aware of the sense of trust in all products sent to Fruits et Légumes Gaétan Bono Inc. professionals through a professional supply and logistics chain! Here's what catches your attention: I've been living in Montreal for 17 months. A marketing management that I have never seen in any supermarket, appealing to the general consumer with both its local products and product diversity... In a consumer culture that is digitalized and visuality comes to the fore, consumers in every category spend for an internal and psychological reason that arises between themselves and the product... Emotional transfer! Would you make an ordinary product attractive and special for the customer with a label that only includes the price, kg/lb and product name, or with a label that highlights the pragmatism of the product prepared with visual appeal? Of course, there are many factors that maximize the sales expectations of the business and increase the amount in the shopping invoice for the consumer. Please make the product meaningful in terms of price-performance with emotional-visual marketing.

The concept of the ‘coffee break’ was popularized by a marketing campaign in the 1950s by the Pan American Coffee Bureau, aiming to increase out-of-home coffee consumption. This initiative shows how a well-executed marketing strategy can create daily rituals that become embedded in culture. ☕ This campaign not only boosted coffee sales but also shaped the social fabric of workplaces across North America. How can your marketing efforts introduce new routines or rituals that become embedded within the workplace or home life? Research leads to wiser decisions.

As a journalist, this story irks me. It reads like a paid advertorial, and all the links throughout the piece are Skimlink-tagged URLs that pretty much take you to the Temu website. But there's no clear indication at the beginning that this is nothing more than a promotional advert for Temu, which is verified by the list of Black Friday specials at the end. Meanwhile, the author makes statements that cannot easily be verified - and that are clearly not authenticated in the piece. The truth is that we don't exactly know all the risks that Temu is facing in its supply chains. But after personally reading through many modern slavery statements from local brands and businesses - especially those that aim for a perfect ESG score - it's near impossible to claim that any business has no modern slavery in its supply chains. In its 2024 Sustainabilty Report, Super Retail Group confirmed they found a 15-year-old working on premises at one of its second-tier factories in China - this is below the legal working age in China. Super Retail has since dealt with the issue. And that's one of many issues found across just the fashion industry in Australia. Moreover, it is hard to ignore the multitude of reports of slave labour in China's cotton industry - even from official US government departments including the US Department of Labor: https://lnkd.in/gF29MAKD My hope is that more people in this world become sceptical. We clearly need to be questioning everything...

BEING A PREMIUM BRAND IN A WORLD OF CONSUMERS LOOKING TO CUT DOWN 💵 💰 Consumers are increasingly price-conscious and take pride in finding bargains. But for food and drinks brands Elephants Can't Jump and I work with every week, they must find strategies to add value to their offering... Here is my summary of how brands can add value in this tricky market: 🌏Create real-world experiences and emotional connections through events, good customer service, and (when you can, and if applicable) sensory marketing. 🥚Emphasise quality ingredients, health benefits, uniqueness, and ethical origins. ♻️Sustainability credentials can justify higher prices, as many consumers are becoming more and more willing to pay more for environmentally-friendly products. 🛒 Effective media, particularly retail media, can educate consumers and influence purchasing decisions - so focus on this! And don’t forget to get yourself on social media too. 💻

🌍 Exciting News from Tony's Chocolonely! 🌍 In a world where conscious consumerism and social responsibility are more important than ever, Tony’s Chocolonely continues to lead the charge with purpose-driven innovation. For the fourth year in a row, Tony’s has been recognized as the most sustainable brand in the Netherlands by the Sustainable Brand Index. This incredible achievement highlights their unwavering commitment to creating a better world, one chocolate bar at a time. At the heart of Tony’s Chocolonely is a mission to make the chocolate industry fairer and free from illegal child labor and exploitation. The company’s philosophy is simple yet powerful: they are an "impact company that makes chocolate." This mission drives everything they do, from their unique, eye-catching packaging to their bold marketing campaigns, like the thought-provoking “Free Chocolate” pop-up in Spain, which raised awareness about the inequalities in the cocoa supply chain. Tony’s Chocolonely doesn’t just talk the talk; they walk the walk. Their commitment to ethical practices and challenging industry norms is a testament to the power of creativity and purpose-driven branding. And there’s more! We are thrilled to announce that Nicola Matthews, Head of Marketing UK&I at Tony’s Chocolonely, will be speaking at our upcoming Responsible Advertising Summit. Nicola will share insights into how Tony’s continues to push boundaries, inspire change, and lead the way in socially responsible branding. Don't miss this opportunity to learn from a true leader in ethical business practices. Download your agenda and get your tickets now! 🎟️ https://lnkd.in/d3U2As8c #Sustainability #SocialImpact #ResponsibleAdvertising #TonyChocolonely #MarketingForGood #EthicalBusiness #Innovation #CreativeMarketing

In a world filled with noise, a clear brand promise is essential. Verne Harnish highlights in the 7 Strata of Strategy that declaring a unique promise is key to standing out. It's about strategic trade-offs: excel in three things and let the rest go. For example, FastCat, a ferry service in Southeast Asia, focused on safety, speed, and convenience, leading to rapid growth despite not aiming for luxury. Additionally, establishing a Catalytic Mechanism is crucial for accountability. Think of Domino’s guarantee of 30 minutes or less for free pizza. At Scaling Up - the promise is to help businesses achieve software-like margins, reduce management time, and scale up. The catalytic mechanism (Brand Promise Guarantee?) Clients can short-pay us if they feel our service falls short. In today's digital age, maintaining your brand promise and backing it up with mechanisms can build trust and differentiation, driving profit share over market share. Explore the #HBR article that supports this concept: https://lnkd.in/ghX_dAhW.

Reflecting on LIDL’s Success During a recent trip to Germany, I took the opportunity to reflect on the remarkable success of LIDL, which is currently a major official partner of EURO 2024. Discount retail is the leading channel in Germany and has become a primary destination in many countries, continuously attracting new shoppers. LIDL's global success has significantly contributed to its owner, the Schwarz Group, being ranked as the 3rd largest retailer in the world, behind Walmart and Amazon. In Germany, LIDL has emerged as the favorite fast-moving consumer goods brand, thanks to exceptionally high customer satisfaction and loyalty. At LIDL, affordable prices are seamlessly connected to quality products and excellent customer service. This has been a core aspect of their marketing strategy for decades. They enhance the shopping experience by maintaining simple assortments and utilizing in-store space effectively, making the shopping process straightforward. Honest and clear brand communication is also a key factor in their success. LIDL keeps the customer at the center of its brand decisions, ensuring inclusivity and authenticity in everything from in-store experiences to weekly promotions. The brand offers a variety of products sourced locally, including fresh fruit, vegetables, fish, and bakery items, along with organic and vegan options. Sustainability and social responsibility are integral to LIDL’s marketing strategy, embodied in the “Lidl for a Better Tomorrow” initiative. This commitment drives the brand’s approach toward its customers, employees, and suppliers. Recognizing the needs of tech-savvy customers, LIDL has recently modernized its digital assets, including enhancing its online shopping capabilities. I recently had the chance to work on strategies for brands willing to develop their business in the discount channel. Brands that encapsulate value for money in their DNA are obviously more likely to appeal to discount retailers. Additionally, brands capable of attracting more affluent shoppers by aligning their offers with discount shopper needs and those offering opportunities to increase basket size, have also significant potential...

🍒🥒🌽🍐🥕 Branding in Fresh Produce? 🍅🍌🍏🍓🥔 In a market traditionally dominated by own-label products, leading brands like Pink Lady® and Tenderstem® show how effective branding can drive consumer loyalty and boost sales. Consumers scanning a supermarket shelf are drawn to recognisable brands that they can rely on for consistency and quality, it seems fresh produce is no exception. With rising costs and competitive pressures, is investing in strong branding strategies key for fresh produce companies to differentiate and thrive?

How you can expose your competition with a single sentence: Sometimes, taking a shot at the competition is exactly what your brand needs to stand out. Estrella’s recent marketing campaign has nailed this with: “SPANISH, not Span(ish)” At first glance, it’s just another clever tagline, but it’s so much more than that. It’s a strategic move that plays on authenticity, in an industry full of pretenders… (Sorry Madri) While other beer brands claim to offer 'Spanish' beers, Estrella owns its heritage. Their clever positioning plays on national pride and authenticity, crucial in today’s market where consumers crave transparency and origin stories they can trust. It’s a risk, yes. Making jokes at your competitors can be a double-edged sword - it might ruffle feathers, but that’s the whole point. The benefit? Creating brand differentiation in a crowded market. It draws a clear line between being a brand that embraces true Spanish heritage, versus those who are simply capitalising on the image. They’re not just selling beer; they’re selling authenticity. But the risks? A campaign like this walks a fine line between humour and alienation. Poking fun at competitors might seem aggressive to some, but it reflects a larger trend - consumers want products that stand for something. Estrella is asking consumers to make a choice. Do you want the true taste of Spain, or just the label? At the end of the day, like with everything, it’s about how you strike that balance. Estrella’s campaign works because it aligns with their core values - authenticity, heritage, and Spanish pride. They’ve turned their competitor's weakness into their strength. Do you think this approach, making bold comparisons and digs at competitors, creates more value? Or is it too risky for most brands? #brandstrategy #advertising #marketing #brandpositioning