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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The internet is having a collective giggle over Boaty McBoatface, the crowdsourced name that UK Natural Environment Research Council (NERC) recently ended up with in their #NameOurShip contest. Here at Pivot we proudly focus on understanding the consumer point of view, but there's a Giant ship-sized difference between getting consumer input and handing over creative and strategic control. Consumer perspectives should...
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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 Your products are out of date.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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How much do consumer perceptions change when a small natural/organic food company is purchased by a conglomerate? As this trend continues across the consumer packaged goods world, NPR talked with many food company founders to understand their point of view. For shoppers who like their food natural, local and organic, though, these deals can be...
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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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