In the vast landscape of the dietary supplement industry, branded ingredients have emerged as an undeniable force, captivating both nutraceutical manufacturers and consumers alike. Branded ingredients such as Cognizin®, Wellmune, or DE111, serve as cornerstone examples, offering unique benefits and garnering attention in a highly competitive market. So, what makes branded ingredients so appealing? Let’s… Continue reading <span class="meta-nav">→</span>
Service: Brand Naming
Food Full Circle Podcast: Research + Actionable Insights
Food Full Circle, presented by MarketPlace, explores the cyclical way in which the food industry is transformed by consumer demand and through products that are increasingly healthy, sustainable, accessible, and delightful. It unpacks how nutrition industry executives can cultivate meaningful and successful brand experiences—the bridges that connect innovation to consumers and, ultimately, complete this circle… Continue reading <span class="meta-nav">→</span>
Food Full Circle Podcast: Brand Archetypes
Food Full Circle, presented by MarketPlace, explores the cyclical way in which the food industry is transformed by consumer demand and through products that are increasingly healthy, sustainable, accessible, and delightful. Finally, it unpacks how nutrition industry execs can cultivate meaningful and successful brand experiences—the bridges that connect innovation to consumer and, ultimately, complete this… Continue reading <span class="meta-nav">→</span>
Should I Build an In-house Agency?
These days, marketing requires brands to be highly responsive and integrated in their approach, able to generate the perfect social post at the perfect time or to push updates to their software on a daily and hourly basis. This challenge, among other factors, has driven an increasing number of consumer brands to shift to an… Continue reading <span class="meta-nav">→</span>
Brandcrumbs: Why Brand Naming Fails
(This brand naming post is part of an ongoing series of posts we’re calling Brandcrumbs, which are bits and pieces of branding advice left over from our regular conversations about real-world brand positioning challenges.) Brand naming is one of my favorite things to do at MarketPlace. I love the process of moving alphanumeric characters from… Continue reading <span class="meta-nav">→</span>
Brandcrumbs: the “Authentic” Brand Position Isn’t What it Is (is it?)
(This is the first in a series of ongoing posts we’re calling Brandcrumbs, which are bits and pieces of branding advice left over from our regular conversations about real-world brand positioning challenges.) I do not like “it is what it is.” Because “it is what it is” means nothing. Because it means everything. It means that you… Continue reading <span class="meta-nav">→</span>
When is it time to redo packaging?
Why repackage your products? Surveys say that 70% of consumers make their buying decisions at the shelf* and that 68% of purchases are impulse-driven**. These packaging preferences are based on many factors, and in this economy, price is usually close to the top of the list, but not always. I’ve found myself buying a product… Continue reading <span class="meta-nav">→</span>
Baseball Player or Bar Food?
We live and work in St. Louis, which means that we’re particularly fond of beer and baseball. We love October, and we can regularly be found after-hours gathered in a sports bar enjoying beverages and pub grub and rooting for the Cardinals. Game One of the 2013 World Series is Wednesday, and we’re already dreaming… Continue reading <span class="meta-nav">→</span>
Patience Makes Perfect (Strategy-First Branding)
If I remember correctly, the first book I was assigned to read in high school is The Art of War by Sun Tzu. Arguably a relatively inaccessible piece of literature to expect a 14-year-old to rightly apply to life, it is one that I can now, years later, recognize as applicable to the workplace, particularly… Continue reading <span class="meta-nav">→</span>
Best Pet Marketing Agencies
Who is the best pet marketing agency? Chances are good that you’re reading this because you searched for “best pet marketing agencies” or something close to it (“pet industry marketing,” e.g.). That would make perfect sense. Though your situation is personal and specific, it’s much easier to start big and narrow from there. This is… Continue reading <span class="meta-nav">→</span>
Pet Food Brand Development: Dog + Duck (Commander)
After a lot of hard work, we’re proud to announce (and show off a bit of) our partnership with a Midwestern pet food manufacturer and, a bit farther south, Duck Commander. We’ve worked on this dog food (and treats!) project from its infancy, and while there’s still more work to be done, here’s an overview… Continue reading <span class="meta-nav">→</span>
2017: the Year of Unbranding?
The Guardian reports that the large UK bookstore chain Waterstones has opened three small branches without the chain’s branding. The three stores are individually named—Southwold Books, Harpenden Books, and The Rye Bookshop—located in small towns that previously lacked a bookstore, and have a smaller footprint than the typical branded store. Waterstones managing director told The… Continue reading <span class="meta-nav">→</span>
On Brand Gestalt: Making a Brand More than Human
I’m a nerd. I grew up with a Nintendo controller in my hands; I’ll stay up until the small hours to catch Vincent Price or Hammer Films horror marathons; and my personal geography is dotted with mountains of unread books—on topics ranging from 17th century Dutch painting to the history of punctuation. I’m especially a… Continue reading <span class="meta-nav">→</span>
Nutrition + Convenience + Coziness = Huga
We’re excited and proud to announce the launch of Hůga. Several months ago, we partnered with (the now-named) Hůga Foods to develop their brand. After an initial conversation about family recipes and gluten-free nutrition, we got to work on the following: • Market assessment• Brand positioning strategy• Brand narrative• Brand name• Product naming• Logo• Wrapper… Continue reading <span class="meta-nav">→</span>
Don’t Throw the Past Away: Marketing Old New Products
I confess: I’m obsessed with tomatoes, particularly in the late summer and fall. Much of my summer has been dedicated to conducting a sustained defensive action against the local squirrels to preserve my plants—a war which, I am happy to report, I am currently winning. I come by this obsession honestly, as the third generation… Continue reading <span class="meta-nav">→</span>