Eddie Stableford, the UK's Foremost Food Brand Expert
To become a successful 21st century commercial venture, products and brands have to deliver benefits and an experience which is superior to existing products – only by doing so will your product be viewed as attractive by consumers and persuade retailers to list your product. Having what seems to be a unique idea is a fantastic …
Continue reading “From food concept to reality – twelve hot tips”
Brands shape our purchase decisions through a blend of recognition, visual engagement, trust, emotional connection, perceived value and strategic positioning. Through a strong brand identity combined with delivering consistent, high-quality experiences, companies can influence consumer choices and foster loyalty. Understanding these dynamics can help businesses navigate the complexities of the marketplace, making informed decisions based …
Continue reading “How do brands shape our purchasing behaviour?”
Following on from several questions about my article last week about creating a winning pitch to retailers, I’m looking to answer those here. Historically, retailers showed little interest in new-to-market brands since there were concerns that they’d be unable to meet the mass distribution demands of their significant store numbers. But now, the major retail …
Continue reading “Creating a winning pitch to retailers: Part 2”
With advance knowledge, planning and practice, creating a winning pitch to retailers becomes easier and more likely to succeed so here are my top tips to get you on the right track. If you haven’t done this already, make a start by getting online and researching the overall product category before moving on to look …
Continue reading “Creating a winning pitch to retailers: Part 1”
In my role as a food brand strategist, ideator and innovator, I regularly meet individuals embarking on a new venture seeking support and advice to help them develop their new food or drink business idea. Successful food and drink innovation starts with exploration of all aspects of relevant research, current consumer behaviour and the impact …
Recent research from MINTEL has shown that three in five (60%) 16-34s* like experimenting with new cooking trends and ingredients, compared to 51% of UK consumers overall leading to scratch and short-cut cooking continuing to increase in the UK. However, whilst young consumers show a passion for experimental cooking, they appear to be in hot water in …
Continue reading “Scratch and short-cut cooking continuing to increase in the UK”
Over the course of my career, I’ve met a myriad of start-up business owners who I’ve mentored and supported to become their brilliant best. Presenting once again at the annual must go to Bread & Jam Food Festival and meeting lots of lovely new foodie entrepreneurs, reminded me that business founders typically fall into two …
Back in 2002 when my design agency of the time re-branded, creating a powerful brand name which was short, sharp and high energy was very much de rigueur. Major advertising and design groups were merging and the new super-global agencies were growing at an extraordinary rate with their focus on Asia and the Far East …
Some fascinating statistics around the continued renaissance in our rekindled love of vinyl records recently. Sales are at the highest level since the ‘80’s but 48% of purchasers never play them and 7% of this audience doesn’t even have a record deck. So why is this? Some of the respondents mentioned that they bought records …
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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