CREATING SUCCESSFUL BRANDS
Over the course of my career, I’ve learnt that creating successful brands requires a no compromise approach. Successful brands are focused, disruptive and optimised to engage consumers.
My passion for understanding what consumers do and how brands influence purchasing behaviour has taken me on an amazing journey of discovery and learning.
I continuously research new cuisines and flavours, new market opportunities, what’s hot and what’s not.
I travel widely and look at different cultures and changes in the dynamics of societies which in time manifest as new trends.
Life styles, life stages, aspirations, needs, thinking, desires and technologies also shape how we interact with brands.
And with consumers faced with ever increasing choice in an age of accelerated culture, there is a need to work smarter to gain the attention of a target audience.
Indeed, with the largest food retailers stocking over twenty-five thousand product lines and the repertoire of the average consumer just one hundred of these, creating products and brands which target a specific audience is key.
So my ethos is to focus on the interface of three, key behaviour drivers – changing society, changing consumer and changing technology – identifying the hot-spots for exciting and disruptive ideation and innovation.
To do so requires an understanding of societal, technological and consumer behaviour to fully define the opportunity and key success factors.
This work provides the springboard for exceptional creativity: stimulating innovative product creation, stand-out brands and brilliant packaging designs, ignited by intelligent and exciting thinking.
But having a robust project map is key, so at the outset, I break down each project into clearly defined tasks and timelines to shape its progression every step of the way – ensuring delivery on time and on budget.
ON THE RIGHT TRACK?
I’m often approached by early stage businesses when they have already started the development of their product or idea and with this in place, they then turn their attention to finding help for their brand design and packaging design.
Many of them have then told me that they wished they’d approached me sooner, as through working together they’ve realised the importance of understanding all the aspects that can impact on the creation of a successful product and brand at the get go.
In some cases, my involvement has seen the product development phase revisited with formulations and packaging changed to facilitate cost-effective, manufacturing. Or in other instances, the creation of a truly differentiated and exciting product concept with significant USP’s.
Most importantly, providing an understanding of the commercial considerations and undertaking an evaluation of how to optimise the sales potential by getting the positioning right has proven to be vital, increasing the profit opportunity as part of this work.
Take a look at Brand Acceleration for some insights into how I launch new food and drink products.
And take a look at BoomBod as an example of my work.
If you’d like to explore how I can help you, call or email to schedule a time to chat about your needs.