Eddie Stableford, the UK's Foremost Food Brand Expert
Instant gratification is available through a myriad of online platforms and fast home delivery services so what is best practice for brand creation in the age of accelerated culture, particularly with the pace of life continuing to increase? As such, the average consumer dwell time related to making a purchase decision is continuing to decrease …
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With every product sector highly competitive, identifying market opportunities and developing a product and brand for success presents significant challenges. Whilst we’re all familiar with the expression ‘a gap in the market’, it's so important to know whether there is ‘a market in the gap’. Taking a helicopter view of a particular product category may indeed …
For decades, and pretty much from the outset of mass-marketing, brands and marketing agencies steered clear of targeting grey consumers, unless they were promoting products specifically to this demographic but fuzzy logic branding for grey consumers is now recognised as a crucial strategy for many brands. So what has changed? Historically, they were seen as …
The first lockdown in March 2020 saw huge societal changes which impacted on every aspect of our lives, and none more so than our eating behaviour. The 30% of our spend eating out of home shifted to the mainstream retailers. The daily shop disappeared with frequency decreasing not just to weekly but within a few …
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21st century brandscape is hugely competitive with businesses in every sector leveraging their brand equities to the max. Marketing in the form of online relationship building and data capture has seen an explosion of new, entrepreneurial brands who rather than relying on bricks and mortar sales through third party retailers are creating their own, direct …
I often get asked' how do I cost-effectively launch my brand?' No one thing is going to provide the magic bullet but there are a number of approaches which are proven in their success which deliver a big bang for limited bucks. a) Send beautifully packaged products with a promo piece (and the items needed …
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There has been much talk about the distinct and differing inter-generational behaviour of those defined as Millennials and Gen Z and these groups will soon become the two largest consumer audiences across much of the globe. Given that these are the generations who are at the core of young families along with those moving from …
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The pandemic changed our relationship with food for the majority of us. We many workplaces closed along with restaurants, cafes and many food-to-go outlets, we reverted to cooking and eating at home. And for many it reshaped our understanding and evaluation of what good food is with healthier eating becoming a goal for many. But …
Our personal, worldly experiences are very much an outcome of how our brain individaullay 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 …
I’ve been the brand architect of a myriad of food, drink and health product concepts over the course of my career and have developed a robust methodology in readying ideas for success. This starts with my Fact Finder, a comprehensive document that prompts answers to all the various aspects that need to be considered in …
Continue reading "Launching a new food or Launching a new food or drink brand? My top tips"