Eddie Stableford, the UK's Foremost Food Brand Expert
The power and reach of social marketing is transforming the capability of brands large and small to reach and communicate with audiences in ways that were never possible before the birth of this medium. At the same time, brand intelligence through big data is facilitating one-to-one personalised dialogue with consumers and indeed, enabling brands to …
We live in a world that is dominated by major brands – Apple, Microsoft, Coca Cola, McDonalds, Sony, Nestle, Samsung, Hilton Hotels to name but a few. But brands are a strange entity. There is nothing else in our society today which is completely intangible for which we are prepared to pay money and yet …
Like most things in life, with advance knowledge, planning and practice, the task of pitching to retailers becomes easier and more likely to succeed. Start by identifying the retailers you feel are best suited to stocking your product. Visit a number of their stores and look at the fixture that’s relevant to you. If possible, …
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It’s hard to surpass the amazing taste of Belgian chocolate but why does it taste so good? The secret is in the consistent milling to 18 microns which is below the sense of feeling of the tongue’s taste buds and hence there is no ‘grainy’ sensation when the chocolate melts on the tongue, just pure, …
I’ve had a number of requests recently for a list of all the key points to consider when launching a new product into the food and drink category so here they are: GETTING READY Research your idea thoroughly. Be clear about what need your product meets. Understand and identify your proposition and positioning – particularly …
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Whilst all design processes could rightly be described as a process of creative thinking, design thinking is a collaborative, problem-solving approach that prioritises the needs and perspectives of the end-users of a product, service, or system. It involves understanding the user's needs, brainstorming creative solutions, prototyping and testing those solutions, and iterating on them based on …
Having run my own food and drink centric brand design company for over 20 years, during which time I launched over 200 successful new brands for my clients, my skills and expertise span every step from concept to on shelf. By providing a 360° overview of the business concept and identifying key areas where help …
The gut-brain interaction is a fascinating field of study and it has revealed the powerful connection between our physical and mental health. Recent research has identified several pathways through which signals travel to and from the brain, including the hypothalamic pituitary adrenal axis (HPA) and the enteric nervous system (ENS). Through these pathways, signals from …
Given the impact on eating out of COVID initially and now the cost -of-living crisis, those of my food service clients who have turned to me for advice are continuing to face challenging times. Numerous mid-tier eatery chains have collapsed as discerning customers are no longer content with mediocre food combined with average service at …
Our shopping behaviour has changed massively as a consequence of COVID and it is showing no sign of returning to the previous norm. We used to spend 30% of all our food expenditure out of home in restaurants, cafes and fast-food outlets, but during lockdown, the majority of this spend switched to the supermarkets as …
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