Marketing Should Always Follow Brand Strategy Top Content for Marketing Managers

Marketing is expensive. And with limited resources, you really need to get it right the first time.

If you don’t, you risk creating a new obstacle – people with the wrong impression about your offering and how it fits into their lives. It is hard and expensive to generate awareness, it’s even harder to get people change perceptions after spending resources embedding the wrong image in their minds. Even though they make no sense, elaborate marketing programs without a higher guiding brand strategy, are ubiquitous. Sequencing matters. Brand strategy requires market insight and creative thinking, while marketing frequently requires implementation of tactics to get the ideas out there.

1. Better-for-You Brand Marketers: Don’t Ignore Boomers

Marketing is always looking for the new and next. Remember when brands mastered speaking millennial? Now, after creating a marketing landscape where all other cohorts became seemingly irrelevant, Baby Boomers (okay, Boomer) have evolved into an unexpected source of loyalty for premium food and beverage brands.

In this article you will learn to:

  • Attract and retainer Boomers without giving up your millennial-focused brand.
  • See the way Baby Boomers define their role in sustainability.
  • Leverage Boomer-led redefinition of nutritional supplements and skincare for growth in other categories.
  • Create brand experiences that appeal across demographics to increase growth.



2. How to Translate Brand Strategy Outcomes Into Shelf Science

In today’s complex shopping environments, it’s rare that a consumer will stop to pick up a product by a brand they’ve never heard of before or one that’s not already on their grocery list. Consumers are always making split second decisions when it comes to food and beverage products. And your package is your lead salesperson. This white paper provides a formula to create effective package design that engages people on three levels to earn trial purchase.

Learn how to:

  • Use the 30-1-3 Rule to optimize the most effective package design.
  • Prioritize Point of parity and points of difference to stand out on shelf.
  • Leverage Communication hierarchy to maximize impact for eCommerce and physical in-store retail.



3. Gooder Podcast featuring Janet Lee

Small to mid-size brands have a roll-up-your-sleeves, wear multiple hats, and run with a gut instinct ethic. They’re scrappy, willing to fail, and passionate about their goals. When they need to take on the operation superpowers of a multinational it’s a whole new adventure. In this episode, Janet Lee, former head of Pepsi’s Greenhouse Incubator Program looks at the intersection of the innovative entrepreneurial mindset and big CPG operational prowess.

In this episode you will learn how to:

  • Understand the role that large companies play in the naturals food and beverage industry.
  • See the common stumbling blocks keeping large organization’s from understanding their consumer.
  • Redefine market opportunity and build different infrastructures to support it.



4. Confessions of a Marketer Podcast featuring David Lemley

Learn the genesis story of Retail Voodoo, from how it was born in the belly of Lemley Design Company and then tested, proven, and optimized in the boardrooms of many of the worlds most beloved brands including Starbucks, Nike, Nintendo, Pampers and Pepsi.

In this episode you will learn:

  • How Starbucks Coffee helped David Lemley invent his process for brand development.
  • Why Retail Voodoo pointed their brand building expertise toward better-for-you food and beverage, wellness and fitness.
  • The roles of biohacking and personalized nutrition in the food and beverage landscape