A Case for Custom Photography

We’re pleased with the results of photographing our partner Blue Dog Bakery’s treats: our studio now smells amazing, we have human-grade treats to munch on if we get hungry, and the custom photography will help us better tell our client’s brand story. As much as—and often moreso than—any other element, […]

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The Ghostbusters Were Wrong: Why Print Isn’t Dead

We’ve all heard the news—PRINT ADVERTISING IS DEAD—and has been for a long time. Egon Spengler, media-astute Ghostbuster, even made the declaration on the big screen more than 30 years ago. We hate to pit the Ghostbusters against our B2B food and ingredient media partners—who are telling us that print […]

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Walking the Walk: Upcoming Trade Shows

Walking the floors of a trade show can be a quick reference for emerging trends, up-and-comers, repositioning of brands in the market, new product launches and innovation, as well as stagnating or declining markets. Trade show participation has long been part of informing our perspective on the industries we serve—food, […]

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Heatmapping and Marketing Activity

Activity trackers have recently been making news with their data collection and aggregation capabilities—most notably, the heatmaps that fitness-tracking app Strava generated and published based on user data from around the world. While the conversation has largely been focused on tracking of military personnel and national security implications, the story […]

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Best Pet Marketing Agencies

Who are the best pet marketing agencies? Chances are good that you’re reading this because you searched for “best pet marketing agencies” or something close to it (“pet advertising,” e.g.). That would make perfect sense; though your situation is personal and specific, it’s much easier to start big and narrow […]

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Don’t Bury the Lede—or the Lead

As a student of journalism, “don’t bury the lede” was one of the first lessons learned—the most compelling and important part of a story should be communicated clearly, early. In branding and marketing, the mantra also applies. One could also further extrapolate this thought to leads (you certainly wouldn’t want […]

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What Transparency in 2016 Might Mean for 2017

Transparency is the biggest trend reshaping the food, pet, and nutrition industries today. We have dedicated significant analysis to the trend on this site, but we also want to make sure our readers are aware of relevant news on the topic, whether we analyze it or not. This post represents our first […]

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Navigating the New Sugars Added Label Requirements

The FDA recently announced changes to the Nutrition Facts label, with more details about sugar. Starting in 2018[1], the FDA will require Nutrition Facts labels to distinguish between sugars found naturally in ingredients and sugars added, both in grams and a percentage of daily recommended value. The FDA is recommending […]

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Three Marketing Implications of the GMO Labeling Law

With a nationwide GMO labeling bill now signed into law, brands are attempting to sort out what the new requirements will mean for their products. Although the FDA has until summer 2019 to establish the full rules for the law—and even longer to enforce them—the length of supply chains means […]

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Does Googling Count as Market Research?

Google vs Market Research As a college student circa 2005, I was brash enough with my newfound power of knowledge that I told my mother that Googling “didn’t count as research.” A few years later my mom asked me, somewhat pointedly, if that were still true, and though I had […]

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Brand Complements for Animal Supplements

Over the last few months, we’ve worked alongside a successful B2B brand with over 45 years of experience in trace mineral animal supplements to launch its first consumer brand: TruCare Trace Mineral Supplements. We’ve thoroughly enjoyed working through the brand development process with them, beginning with brand discovery and market research, […]

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