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Brandcrumbs: the “Authentic” Brand Position Isn’t What it Is (is it?)

celery stalks

(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>

Brandcrumbs: Your Marketing Word of the Year Should be “Culture”

pot of sour food

(This is part of 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.) Like many in the branding and marketing world, we use the word “culture” a lot. We say things like “a successful company needs to create a… Continue reading <span class="meta-nav">→</span>

Three Things Food Startups Need to Know about the Food Industry

Although the food industry has historically been dominated by entrenched major brands, startups and venture capital have begun to move aggressively into food and beverage and agriculture, rightly perceiving the industry to be both exciting and profitable. High-profile food startups like KRAVE and Blue Bottle Coffee have found success bringing an entrepreneurial, tech-centric ethos to food and… Continue reading <span class="meta-nav">→</span>

Superfoods: Marketing and/or Mysticism

superfoods

Perhaps no label has more power over the health-focused consumer than that of “superfood,” a whole food said to have uniquely valuable nutrition benefits. One food after another has been labeled a superfood, from blueberries to açai berries to kale, resulting in booming sales. A recent study identified newly-popularized superfoods as one of the top 10 food… Continue reading <span class="meta-nav">→</span>

Stomaching the Unfamiliar: How Food Trends Take Shape

Apple Varieties

NPR’s food blog The Salt recently reported on a pop-up restaurant in Washington, D.C., serving a menu devoted to insects. Sponsored by an exterminator and called the “Pestaurant,” the eatery features grasshoppers, crickets, mealworms, and ants. As it happens, we talked last year about whether eating bugs could be one of several new food trends,… Continue reading <span class="meta-nav">→</span>

The Basics of Marketing GMOs

Food companies confront no more sensitive topic today than the debates over genetically modified organisms (GMOs). Consumers are deeply concerned, asking questions like “What are GMOs doing to our food supply,” “Are they dangerous,” and, whether they are or not, “Should they be labeled?” Many of us have strong opinions about these questions, and even… Continue reading <span class="meta-nav">→</span>

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