SmashBrand’s Post

Often, #BrandInnovation in #CPG is filling the gap that exists between the category status-quo and current consumer needs. And it doesn't hurt when the target audience has been desiring change for some time. Would love to see this #PackDesign optimized for stronger shelf impact.

"Rebranding or brand refreshing should be an exciting journey. But in the wake of economic and #supplychain uncertainty, #coffee companies must adopt an approach that works best for their needs." - Perfect Daily Grind Rachel Keen speaks with Norbert Niederhauser, Emily Jackson, and Andrea B. Pacas Pacas at Cropster to discuss how coffee companies can navigate rebranding or brand refreshing. They share insights on staying competitive amidst economic uncertainty, supply chain issues, and shifting consumer preferences. https://lnkd.in/e5gHusP8

The Strategic Power of Purposeful Product Development In today’s fiercely competitive beverage industry, launching a new product without a clear purpose is like navigating without a map. As Bill Walsh famously said, "Flying by the seat of your pants is no way to travel." At Five Star Beverage, we believe every product must have a strategic purpose—whether it's filling a market gap, capitalizing on a trend, or expanding the success of an existing line. Purpose-Driven Innovation Each new product, brand line, or brand extension should be a deliberate and strategic component of your business plan. The key is to understand the 'why' behind each creation, ensuring it resonates with your target audience and aligns with your business objectives. Data-Driven Insights My experiences in the industry highlight the transformative power of comprehensive data. Tools like Armadillo Insights and VIP provide invaluable data on market trends, competitor performance, and category health. This data is essential for shaping the foundation and strategy of new products. Critical questions to address include: Why will consumers buy this product? What market need or gap does it fill? How does this product capitalize on current opportunities? If extending a current brand line, how does it fit into existing market dynamics? Firestone Walker’s launch of 8ZERO5, a non-alcoholic extension of their popular 805 blonde, is a textbook example of strategic product development. By leveraging existing brand equity, they created an NA option that taps into a growing market while providing additional drinking occasions for their core customers. This approach not only aligns with their overall business strategy but also advances their brand identity. Checklist for Successful Product Development Here’s a checklist to ensure your new products align with your business strategy and resonate with your audience: Does this product advance our brand's story? Does this product strengthen our brand’s identity? Does this product drive our financial growth and sustainability? Does this product engage and grow our audience? How does this product fit into our overall brand strategy? What’s the value proposition for this product? Thoroughly evaluating these aspects and grounding your decisions in a comprehensive strategy ensures that every new product, brand line, or extension resonates with consumers and contributes to long-term success. At Five Star Beverage, we advocate for thoughtful planning and strategic development to transform innovative ideas into impactful market successes. #ProductDevelopment #BrandStrategy #FiveStarBeverage #BeverageIndustry #BusinessStrategy #FiveStarStrategy

Learn more about Better-For-You Packaging Design and how Kaleidoscope can help! #thinkkaleidoscope #CPGPackagingDesign #BetterForYou #MakeItReal

Next time you’re perusing the aisle of the supermarket take a look at different brands that are clearly sharing the EXACT same packaging structures. We’re looking at you emerging drinks brands! Sure, some of these packs are relatively utilitarian or purposefully the same for machine automation. But there is some inexcusable sharing of structural packaging designs among competitors that are simply diluting their brand. Strong branding and visuals isn’t enough to truly differentiate your product. To create real shelf appeal… you need to start rethinking the structure of your packaging too. By tailoring your packaging structure to be a unique experience for your consumer, your brand equity will rise. Client’s that have dared have seen as much as a 38% increase in market share in 12 months. You know you want to taste that!

You often times get in your own way. Especially when it comes to your brand. You think you know what's best for your snack brand. Since it's your baby so of course you would. But your bias and personal tastes can be the wrong lens to look at. Here's why your decisions for your brand need to come from a better place: ______________________ I help rebrand snacks & confectionery brands to be sure their products sells before it hits the shelves. I have 2 slots remaining this month for Rapid Sell Outs Rebrand. DM me "visual" and lets chat about your rebrand and packaging design . . . #branddesign #brandstrategy #branding

If you're worried your CPG Brand packaging isn't connecting with your ideal consumer, remember... Decisions that might seem trivial when launching a new product—like bottling or packaging—can significantly influence your brand's success. Consider the following example - You're a company launching a new Soju brand. Faced with options between traditional soju packaging, canned cocktails, or even a wine bottle, consider what each choice could mean for their market presence. Let's think through the decision-making process: Market Placement: Understanding where the product would physically sit in stores was crucial. Opting for a canned format could shift the product from the traditional soju aisle to the burgeoning ready-to-drink section, affecting how consumers discover it. Consumer Perception and Usage: Packaging can dictate consumption occasions. A bottle suggests a different usage than a six-pack of cans, which might be more suitable for social gatherings - so depending on your GTM strategy if you're considering focusing on parties then cans might be more optimal for you. Cost and Practicality: Different materials mean different concerns. Glass requires consideration for breakage, whereas aluminum might bring other challenges. Every small decision in packaging design can have outsized impacts on your product's market performance and consumer perception. Don't underestimate the power of these choices! And this translates into other drink segments as well, beer, wine, cannabevs, and more. So are you being intentional with your packaging decisions?

Breaking the molds and avoiding "safe marketer strategies", when well planned and aligned with the brand architecture can result in disruptive happenings that catapult brands performance. Following its brand philosophy, #LiquidDeath Water, just disrupted a boring and stagnant category and accelerated its valuation in more than 180% in just 12 months. So if you want to be part of the clutter, maintain business as usual. Einstein defined insanity as doing the same thing over and over again expecting different results. More of the same will bring the same results. #innovation #brandrevamp #wackideas #categoryreinvention #fastcompany article

𝗧𝗵𝗲 𝗜𝗺𝗽𝗼𝗿𝘁𝗮𝗻𝗰𝗲 𝗼𝗳 𝗣𝗮𝗰𝗸𝗮𝗴𝗶𝗻𝗴 𝗗𝗲𝘀𝗶𝗴𝗻 𝗶𝗻 𝗦𝗽𝗲𝗰𝗶𝗮𝗹𝘁𝘆 𝗙𝗼𝗼𝗱𝘀 "Packaging isn't just about aesthetics; it's a crucial part of your product's story. For specialty foods, effective packaging design can significantly influence consumer decisions, providing a visual and tactile first impression that speaks to quality and authenticity. Let's discuss how smart packaging can transform consumer perception and drive sales. #PackagingDesign #SpecialtyFoods #BrandIdentity" #retail4smallbiz

“We call it the curse of the original ... how to update an iconic product without enraging your customers.” You know why billions are spent each year trying to understand #WhyWeBuy? Because we consumers are so hard to figure out. Numerous studies over the years have shown consumers tend to prefer "new" and "improved" products ... even when they aren't actually different. But with heritage brands, changes can "challenge why many people like the product in the first place," making innovations more difficult. "New Coke" in 1985 is a classic example of how this can go wrong. (TLDR: Despite consumers preferring it in taste tests, the launch itself failed because it went against decades of tradition, and was reverted back 79 days later.) Take this experiment involving Fratellino, "a fictional Italian-food brand launched in 1911 when founder Martina Fratellino began selling tomato sauce from her front porch." All participants were told the brand was improving its original recipe, but the context was varied into: - Group 1, which was told the company "was proud to introduce the new formula;" - Group 2, which was told "the new sauce was a bold departure from the original recipe; and - Group 3, which was told new new recipe "was inspired by traditional techniques Martina used to create her tomato sauce in 1911 and that the change was a return to the company’s beginnings." The results? Groups 1 and 2 both scored the new sauce lower than the original (and group 2 scored it even worse). Only Group 3 saw similar scores for both versions. (NOTE: all the sauces were the same). So we love change, except when it comes to heritage brands, but we're ok when innovation is framed as being part of the brand's roots. It's #AsClearAsDay. And this is not even considering the context of the product category, how important it is to the given consumer, and/or the given need-state or purchasing decision, and whether someone is #ThinkingFastOrSlow about it. Having worked for a few different classic / heritage brands in my career, I can corroborate all of this. And I would add that it's not just important to give the right context to consumers, it's also important for employees, especially the frontline teams who bear much of responsibility for communicating with customers, and who can drive a product launch to success -- or doom it to failure -- depending on their level of enthusiasm. What are your thoughts on innovating within heritage brands? #Retail #ConsumerBehavior #Branding #Marketing #Innovation https://lnkd.in/eCpMnB4H