It’s increasingly trendy for companies to tout their “Brand Purpose”—but sometimes that declaration of virtue comes back to haunt them. Take, for example, fitness behemoth Peloton, which actively promotes its community culture, its focus on “love for its members” and its mission to empower members to be the best versions of themselves. Except, when a hacker...
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The Food Marketing Institute is hosting a free webinar next week that may be beneficial for your brand. As more consumers are trying to "eat well" they can help you break down what that means and how it presents opportunities for grocery brands. You will learn: - What consumers mean by “eating well” - Consumer satisfaction with...
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We are honored to have our recent work on Pizza Chips for Hello Delicious Brands showcased on Packaging of the World. See their writeup...
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Colors can make your company seem more ethical to consumers. A recent University of Oregan study by marketing professor Aparna Sundar studies how color define's a brand and a consumer's response. Colors, she says, may spark ethical considerations that companies need to consider when building their messaging. Learn more from the University of Oregon or the...
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Do you know the 7 warning signs that your brand is losing focus? You’re diversifying to try and bring in revenue. Your products are out of date. Your market share and/or your margins are slipping. You’ve got lots of different messages in the market. You’re always holding promotions or sales. Your investors are holding you...
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“Deciding to change your packaging should never be taken lightly,” says Phil Duncan, P&G’s Global Design Officer. “There are typically numerous consumer and market dynamics that combine to signal the need to change your package. Consumer understanding and trends, a change in brand strategy, or significant shifts in the category or retail channels can all create...
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We're big fans of Freakonomics (and economists Stephen Dubner and Steven Levitt) here at Pivot. They recently featured a podcast (with an unintentionally misleading title "How to Save $1 Billion Without Even Trying") on the economic value of brands by exploring the hidden side of store brands and informed shoppers. "You could take two identical objects...
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Taking care of brands. It's something that we do everyday. The article below was intriguing to me as it spoke to how we plan for caring for brands. What comes first...
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