Eddie Stableford, the UK's Foremost Food Brand Expert
There has been a lot of talk recently about the lack of innovation in the foods and drinks sector and how this is leading to increased competition and volume growth over value growth. Certainly, visits to two large trade exhibitions over recent months didn’t present an array of products that could be classed as truly …
Our personal, worldly experiences are very much an outcome of how our brain interprets the various stimuli that we’re subjected to every minute of every day. If I take a seat outside a beach café, I’ll view the sea, maybe hear seagulls in the air and experience a breeze on my face. It seems obvious …
Numerous scientific studies which have shown how colour influences our mood, behaviour and purchasing. For example, it can mess with the way we experience our other senses, such as taste and flavour or even our music preferences. Red for example consistently conveys sweetness irrespective of the product type. A study of more than 5,300 people …
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In my recent presentation at the Bread & Jam Festival I talked about what I believe is a key fundamental to creating a successful brand – walking backwards! What I mean by this is the need to be clear about your short, medium and long term goals for your business idea and then walk backwards …
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Going back to my ad agency days in the 80’s, there was a 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 their …
As a baby boomer, I was taught as a child that it was polite to send hand-written thank you notes to those who had shown you kindness and generosity. I remember vividly, primary school exercise books with page after page of duplicated, individual characters of the alphabet produced with a dip ink nib pen which …
I’ve just completed a research project exploring consumer understanding of the inter-relationship of compostable packaging and sustainable foods and the insights are fascinating. First and foremost, it was interesting to learn that many Millennials and Gen Z’s view use of compostable packaging as the panacea to reducing waste and tackling greenhouse emissions. At the same time, …
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Over the course of my career, I’ve met many start-up business owners who I’ve mentored and supported to become their brilliant best. They typically fall into two broad categories: the product focused individual or the visionary entrepreneur. Both have their individual skills and qualities and importantly these combined skills are crucial in my view in …
After nearly two years of disruption, the pandemic has changed the way we shop for ever and created the age of conscious consumerism. It has altered not only what we buy, but how we buy. Big purchases involve clicks, not shopping trips, and remote working has turned the home interiors market into the new fast …
The average purchase decision process in retail takes just 5 seconds so immediacy of communication through engaging packaging is vital. But how does packaging positively influence this purchase behaviour? Putting price aside, if it’s a regular buy, the packaging shape, form and colour act as a visual shorthand, enabling the consumer to quickly identify their …