Posts in category "Branding and Naming"

Private Label is on the Rise, Driven by Millennials and Women 35-54. What’s Your Market Strategy?

Private Label is on the Rise, Driven by Millennials and Women 35-54. What’s Your Market Strategy?
The practice of private labeling gets little respect with most traditional marketing professionals. But this market is on the rise and here to stay, as consumers become more comfortable with private label products and retailers are more motivated to build store brands. I spoke recently with Todd Phillips, Vice President of Marketing of Lance Private... Read more »

Aligned Modern Health Brand Rides the Tailwinds of a $30B Market

Aligned Modern Health Brand Rides the Tailwinds of a $30B Market
Alternative healthcare (as defined to include chiropractic, acupuncture, massage, yoga, meditation, nutrition counseling and other services) was a $30B market in 2013 the United States. Globally, the market was estimated at $115B in 2012 by Global Industry Analysts. One alternative healthcare provider, Aligned Modern Health, is bringing differentiated services, high quality retail locations, and powerful... Read more »

Forget What You Were Taught: The New Marketing Rhythm

Forget What You Were Taught: The New Marketing Rhythm
I was chatting recently with a friend who is the CMO of a leading CPG (consumer packaged good) food brand, and he mentioned that much of the training he received when starting out has been turned upside down in today’s marketing practice.  Specifically, getting the execution exactly correct is no longer highly valued, yet it’s... Read more »
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I Want Candy: How Nestle’s Skinny Cow Won Over Weight Conscious Women

I Want Candy: How Nestle’s Skinny Cow Won Over Weight Conscious Women
Nestle’s new Skinny Cow Candy brand, a 2013 Nielsen Breakthrough Innovation winner, achieved a two-year revenue of $115-125 million by selling candy to weight conscious women.  Since 1994, Skinny Cow has marketed and sold ice cream snacks to “dessert lovers who know that looking good and staying healthy doesn’t mean a life without indulgence.” Skinny... Read more »

Anthem’s Unconventional Tonik Health Plan Targets Millennials

Anthem’s Unconventional Tonik Health Plan Targets Millennials
It’s rare to see health insurance marketing collateral tout such offhand sentiments as, “Life can be crazy unpredictable, and freak accidents do happen.” But Anthem Blue Cross Blue Shield (owned by WellPoint) recognized the opportunity to serve the young adult market and launched Tonik, a health insurance plan aimed at uninsured Millennials. Tonik, offered in... Read more »

Iron Pony Gears Up With Motorcycle Millennials

Iron Pony Gears Up With Motorcycle Millennials
Motorcycle Accessories Retailer Creates Millennial Customer Strategies Iron Pony Motorsports, one of the top retailers in the motorcycle enthusiast industry and named by Dealernews as 2011’s number one motorcycle dealer in the US, understands the Millennial market and its growing importance to their industry. Bridget Johnson, Lead Buyer for Iron Pony Motorsports, explains:  “There are... Read more »
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B2B Marketer Dawn Foods Leverages Insights to ‘Change the Conversation’

B2B Marketer Dawn Foods Leverages Insights to ‘Change the Conversation’
Dawn Foods is a leading sweet baked goods player that has pulled together a complete marketing and sales program based on rich consumer insights to help its customers drive sales.  As Chip Potter, Dawn’s Vice President of Marketing for US Bakery Products says: “The goal is to make our customers’ bakery a destination for shoppers. ... Read more »

Muller Yogurt Moves to Corner a Position in Yogurt Category

Muller Yogurt Moves to Corner a Position in Yogurt Category
Greek style yogurt has transformed the US yogurt business in recent years. This is a familiar story for anyone who has been eating yogurt or walking the refrigerated aisle at the grocery store in recent years. Greek yogurt has the health benefit of offering more protein than many traditional yogurts, as well as a distinctive... Read more »

Innovation behind Focused Market Segmentation Yields Strong Business Performance for Special K Cracker Chips

Innovation behind Focused Market Segmentation Yields Strong Business Performance for Special K Cracker Chips
Chris Casey, Nielsen’s Senior Vice President Global Consumer Strategy and Global Innovation Practice, recently identified several high-growth brands that are showing good promise for winning the Nielsen Breakthrough Innovation Award in 2013.  According to the Nielsen Breakthrough Innovation webinar held on Dec. 14, 2012, one of the brands ‘to watch’ is Kellogg’s Special K Cracker... Read more »
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Skype Makes it Easy for Mom

Skype Makes it Easy for Mom
Staying Connected to Her Child is a High Priority for Mom—and Skype Makes it Simple Skype, the popular telephone and videophone software service, allows users, including moms and their adult children, to inexpensively stay in touch. All Skype calls between devices are free, including computers, smart phones and tablets. There are also paid options that... Read more »
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    Michal is co-author of Tuning Into Mom and an experienced consultant. Michal develops winning growth strategies and detailed go to market plans for some of the world’s outstanding organizations including McDonald’s, Gatorade, Abbott, Barilla, Tylenol, Clorox, Key Bank, Eagle Ottawa, Quaker and the Baker Demonstration School.

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