Category Archives: Natural Branding

Where Have All the Loyal Customers Gone?

I was reading an article in the Seattle Times a few weeks ago about market research conducted by the Hartman Group that promotes the theory that consumer loyalty is shifting away from product and brands and towards retailers, particularly those that offer the consumer an “experience” and not just stuff to buy. Some say that [...]

Posted in Articles, Natural Branding, Trends | 1 Comment
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Being Green in a Lean Economy

The green movement is still alive and well, but the green consumer is evolving in terms of attitudes and purchase behavior. Your marketing approach should be evolving right along with them. Is it? Here are seven things to keep in mind as you develop and execute green and sustainable communications strategies. They’re watching. Studies show [...]

Posted in Articles, Natural Branding, Product Innovations, Trends | 1 Comment
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What Does Your Logo Say About You?

More than any single piece of marketing communication you send out into the marketplace, the one most frequently seen is definitely your corporate or brand logo. Have you ever given serious thought to what it says about your company, your philosophy, your people and your attitude? Maybe its time to give that some deeper consideration. [...]

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Keys to Success in Health & Wellness Marketing

The odds are stacked against a successful product launch. The competitive retail environment, channel proliferation, a crowded nutrition category and a volatile supply channel lead to the failure of over 80% of new U.S. product launches. But there is hope and opportunity. Learn more about the keys to success in this presentation by Jeff Hilton. [...]

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What Consumers Say vs. What Consumers Do

Seems like I have seen many examples lately of what I call the “halo effect of a healthy lifestyle.”  Basically, when it comes to health and wellness, everyone you meet is totally committed to living and eating in a fully natural and sustainable manner. Right. I am reminded of a focus group we conducted a [...]

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Bright Spots on a Dark Canvas

I don’t know about you, but its tough for me to watch the news these days.  So much gloom and doom.  So much hopelessness.  Its not that I don’t get that we are in an unprecedented recessive economy.  Rather it’s just that I choose not to wallow in misery when there are good things each [...]

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Save the Brands: What To Do About Eco-Brand Overload?

The age of the enlightened consumer is closing in around us. No question that we are smarter and more knowledgeable consumers today than every before, largely thanks to the World Wide Web. But a little knowledge can be dangerous, and with increased expertise comes increased skepticism. Consumers are more vocal than ever about what we [...]

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Perspectives on Branding (Part 4 of 4): Communications Strategy and Message Integration

Communications Strategy and Message Integration In my last article, I talked about the importance of cultivating the brand/customer relationship, moving the prospect through the stages of building brand equity.  Those stages being awareness, acceptance, trial, preference and loyalty.  Ultimately, marketing and branding are effective to the degree that they move the customer along that continuum.  [...]

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Branding Perspectives (Part 3 of 4): Cultivating the Brand-Customer Relationship

Cultivating the Brand-Customer Relationship In my last article, I discussed the importance of creating a relevant and compelling value proposition which communicates to your sales prospects the core reason why they should purchase your product or service. It has both functional and emotional components. Once you have a strong value proposition, you can begin to [...]

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Branding Perspectives (Part 2 of 4): Creating a Value Proposition for Your Customer

Creating a Value Proposition for Your Customer In my last article, I reviewed the importance of building a proprietary brand identity to support product differentiation in the marketplace.  Once that identity is established, the critical process of translating that identity into meaningful consumer language begins.  In other words, it’s not enough to have a good [...]

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