ProVeg International’s Post

*The Secret to Building a Legacy Brand* While strong visuals and marketing campaigns are important for any business, building a brand that endures requires an emotional connection with your audience. This connection is fueled by a well-defined and consistent brand framework.   A strong framework goes beyond the business plan, encompassing your brand purpose, vision, mission, personality, story, and core values. This framework serves as a guiding light for all future endeavors, from product development to marketing campaigns (and the narratives they tell). This ET BrandEquity article on the legacy brand MTR Foods Private Limited is a classic example of having a consistent brand framework. Their strong foundation built on the core values and driven by purpose, has allowed them to not only adapt to changing market conditions but also maintain a deep connection with their customers for generations. Here's why a strong brand framework is key: 1) Adaptability: It allows your brand to evolve with market trends, consumer preferences, and socio-economic shifts. 2) Consistency: It ensures a unified brand experience across all touchpoints, fostering trust and recognition. 3) Internal Alignment: It guides company culture, ensuring everyone is working towards the same goals. The result? A brand that resonates with customers for generations.   What are your thoughts on building legacy brands? Share your experiences in the comments!   #brandbuilding #legacybrands #brandstrategy #marketing #brandingtips #brandstrategist #branding https://lnkd.in/dNbUR8Bc

📢 Being noticeable, or salient, is key to capturing consumer attention and driving purchase decisions, and in a highly competitive arena such as the plant-based food market, it is crucial. It can mean the difference between great success and total failure for your business, as well as any individual product or brand in your range. 📈 In his latest blog post for the ProVeg New Food Hub our resident branding expert, Simon Middleton shares a guide to building brand salience in the plant-based market, using real-world examples like Quorn Foods, Alpro and Impossible Foods 🌱 Find actionable insights for standing out from the crowd here ➡️ https://hubs.ly/Q02PXWSn0 #ProVeg #PlantBasedMarket #NewFoodHub

When telling the story of a food brand, consider focusing on its heritage, its ingredient sourcing, and/or its contribution to its community. These topics help define the company and create a lasting bond with the consumer. Check out our recent blog post for more details, and stay tuned for more posts outlining our process of building brand loyalty through storytelling. https://loom.ly/iOY0oBs #wearegate #brandstorytelling #foodbrands #brandingagency

💡 Turning Rejection into Innovation: The Liquid Death Way 🤘 In an industry where traditional branding reigns, Liquid Death has carved a unique path by rejecting the conventional. This beverage brand has not just survived but thrived by embracing a bold, unorthodox branding approach that resonates deeply with its audience. Beyond its catchy marketing slogans like #MurderYourThirst, Liquid Death’s commitment to environmental sustainability through #DeathtoPlastic has set a new benchmark for how brands can marry mission with message. Their strategy underscores a vital lesson for all brand owners: Success isn’t just about what’s in your product; it’s about how you present it and the values you stand for. This approach challenges the status quo and paves the way for a branding revolution that could redefine industry standards. In a market saturated with similar products and ingredient-focused branding, Liquid Death’s story is a reminder of the power of creative differentiation and the impact of a brand that dares to be different. #BrandInnovation #SustainableBranding #MarketingStrategy #ConsumerEngagement #CreativeMarketing #EnvironmentalImpact

The collaborative approach to the consideration set: I have noted before that brands operate in categories called consideration sets. The categories are diverse, the accumulation of different sets of needs. For instance, the consumer needs to eat, so will make a selection from a consideration set consisting of foods. But the consumer also needs to be clothed and have shelter, so those […]

A few truths I saw at the Plant-based food expo today: - Branded brands are shopper magnets (I didn't say the truths were unknown). Crowds packed around the products that had a brand language with attitude. Not just sassy or rebellious brands, but attitudes that spoke to a POV. - Great names offer simple smile-in-the-mind moments. Memorable too. Shout out to Cock & Bull: Meat pies and their lies (I can't find them online, but a wonderful brand) and Fabalish (products made from aquaFABA + delish. Get it?). - Brands that had great verbal, also had great visuals. But brands that had incredible design, could have messaging that made you say meh (this bummed me out). What was nowhere to be found was fabulous copy and dialed-in designs. I'd argue that narrative is at the heart of successful brands and sadly, sometimes it's hard to translate that to pack copy...but without compelling words at the core, you'll never get compelling visuals. Would love to hear your theory. - And, the most obvious for those of us who write for brands. You're not doing your product justice if you're only talking about the product. I wish all of the brand and company owners and managers the best of luck. It's tough to launch a new product and there was a lot of inspiring hussle happening today.

Someone asked me recently for examples of benefits-led branding. Later that day I went to the supermarket… and there it was! Benefits-led branding highlights the advantages or positive outcomes of the product or service, rather than just listing its features or attributes. This makes it easier for a customer to see how their life or business could be improved by using the product. In the case of Yogi teas, rather than listing ingredients like mint or echinacea or whatever, the company explains the physical or emotional benefit to the consumer of drinking that particular tea. So, the key takeaway here is when you’re building your brand, focus on benefit-led messaging that will easily show consumers what your product can do for them. #brandstrategy #brandmessaging #branding

Challenge Accepted: Growing a Beloved Brand (Without Changing the Recipe!) Imagine this: You're the Brand Manager for a product and you're practically a household name (with 95% brand awareness!). People can't get enough of your spreadable sunshine (you hold a whopping 45% market share!). Your taste is legendary. Your brand is beloved. But your fearless leader wants to see those sales numbers climb even higher! The twist? You can't tinker with your secret recipe (it's, well, secret!), and you're already everywhere you look (distribution is on point!). Option 1: Sweeten the Deal (Temporarily!) Who doesn't love a good discount? Strategic sales promotions and bulk buy savings could incentivise people to stock up and spread the product love. But is a short-term boost worth the potential hit to profitability? Option 2: Unlock New Uses! Maybe there's a whole world of product enjoyment that hasn’t been explored yet? Think savoury snacks, creative desserts, or even breakfast hacks! A targeted ad campaign highlighting these hidden gems could be the answer. Option 3: Innovation is on the Menu! Maybe it's time to level up the product experience! What if we offered new packaging options, portion control solutions, or even explored eco-friendly initiatives? Focusing on user experience could lead to long-term brand loyalty and sales growth. *The question is: Which approach would YOU take? ** Personally, as a marketer who thrives on long-term brand health, I'm leaning towards Option 3! But I'm curious to hear your thoughts! #MarketingChallenge #BrandManagement #Innovation

Hello LinkedIn Fam! 🌟 In the food industry, brand marketing plays a transformative role, connecting tastes with trust and passion with loyalty. 🍲🥇 Here’s how it makes a difference: 🔹 Creating an Emotional Bond: Food is more than sustenance; it’s comfort, joy, and memories. Brand marketing crafts these emotional connections, making consumers feel understood and valued. 🌸❤️ 🔹 Building Trust and Loyalty: A strong food brand inspires trust. Consumers are assured of quality, safety, and taste, choosing familiar brands with confidence. 🍱💯 🔹 Increasing Visibility and Recognition: With dynamic social media and eye-catching packaging, food brands gain attention. A recognizable logo or tagline keeps them top-of-mind, making customers reach for their favorite items instinctively. 📲✨ 🔹 Communicating Brand Values: Today, consumers are health-conscious and eco-friendly. Through marketing, brands showcase their values—whether organic, locally sourced, or sustainably produced—strengthening alignment with conscious buyers. 🌿🌍 🔹 Fostering Customer Loyalty Through Engagement: Loyalty programs, seasonal offers, and online engagement create a community. This makes customers feel part of something bigger, encouraging repeat purchases. 🎉🎁 The impact of brand marketing in the food industry is powerful, creating lasting connections with consumers. Here’s to brands that make us savor every moment! 🍽️😊 #BrandMarketing #FoodIndustry #CustomerExperience #BrandLoyalty

https://lnkd.in/g3BfqysD "Liquid Death Mountain Water has carved out an unorthodox niche that is both refreshing and rebellious in an industry often saturated with traditional and health-focused branding. This article delves into the meteoric rise of Liquid Death. This brand has turned the simple act of drinking water into a bold statement. Through a strategic blend of edgy branding, savvy marketing tactics, and a relentless commitment to sustainability, Liquid Death has captured significant market share and cultivated a fervent fan base. Liquid Death’s approach is a masterclass in differentiation. By adopting a brand name and aesthetic typically associated with energy drinks or heavy metal bands, Liquid Death breaks the mold of the beverage industry, turning heads and sparking conversations. This post explores the journey of Liquid Death from a crowdfunded startup to a disruptive force in the beverage sector, highlighting how its unconventional branding resonates with a diverse consumer base, from eco-conscious individuals to those seeking a unique lifestyle brand."