Eddie Stableford, the UK's Foremost Food Brand Expert
With anything between 25,000 and 60,000 product lines in a multiple retailer store, every product category is super-competitive. Many businesses do not have uniquely, differentiated products, so audience attraction through product and brand standout is key – and whilst in past decades the marketing mantra was ‘communicate what the product is’ and ‘do this in …
Going back to my ad agency days in the 80’s, there was a clothing brand that I aspired to be able to buy, as for me it encompassed all the attributes of great design, style and kudos. By the late 90’s and the early new Millennial, I was fortunate enough to be able to visit …
Insight and ideation are key disciplines in identifying opportunities for true food and drink product innovation. With every food and drink category hyper-competitive, investing in me-too products or simply looking at the market today can result in the creation of products with limited potential for success. Insight and ideation play crucial roles in the shaping …
A visit to any mainstream retailer demonstrates just how crowded every product category has become and how, now more the ever, impactful and effective packaging design can enable a brand to win against its competitors. One of my key abilities is being able to place myself in the position of a consumer and to evaluate …
Continue reading "Optimising your brand and packaging for success"
After nearly two years of disruption, the pandemic changed the way we shop for ever. It altered not only what we buy, but how we buy. Big purchases now require clicks, not shopping trips. Remote working turned the home interiors market into the new fast fashion and shifted our definition of a workplace. It also …
Continue reading "How the pandemic re-shaped our shopping behaviour"
I often chat to brand owners about the crucial role of a disruptive brand, engaging design and conversational communication – all of which combine within the packaging presentation to deliver that all important, attention-grabbing stand out, whether that be on-shelf or on-line. But delivering the promise is crucial in ensuring the consumer taste experience and …
Demanding lifestyles, driven in the main by increased prosperity and greater consumer choice are creating a 24-7 food for fuel culture. Our eating habits continue to change and skipping traditional meals has become more commonplace worldwide as we juggle work, looking after our families, household chores and leisure activities with many investing less time in …
It’s a funny old business this branding lark. In a number of client conversations last week, I found myself talking about ‘the language of the category’. But what do I mean by that? Brands exist in our heads. You can’t see them, touch them, smell them or hear them. And they are much more than …
A conversation about brand short-hands and symbols with a client this week led me to writing this article which explores the origins and importance of visual equities in brand design, a discipline often known as semiotics. When someone mentions Florence Nightingale, one particular image likely comes to mind: a caring presence, head covered by a …
Continue reading "The connection between Florence Nightingale and brand identities"
In conjunction with my Food & Drink Trends 2023 report I have now concluded my research into emerging cuisines and flavours – what’s hot and what’s not. My analysis has identified exciting opportunities for innovation both in terms of flavours and products which I've featured in my report and with the food and drink sector …