Posts in category "Branding and Naming"

Successfully Bringing a Foodservice Brand to Retail: Bob Evans ‘Farm Fresh’ Strategy Unifies its Restaurant and Grocery Segments

Successfully Bringing a Foodservice Brand to Retail: Bob Evans ‘Farm Fresh’ Strategy Unifies its Restaurant and Grocery Segments
How Bob Evans Built a Successful Retail Grocery Business, Propelled by its Restaurant Brand Taking a popular restaurant concept and translating it to a profitable retail grocery business is an alluring but tricky path for many brands. In our work, we have seen both successes and failures with these extensions. The market strategy case study... Read more »

The Difference One Letter Makes: How Global B2B Brand Sodexo Deployed Easy-to-Pronounce Naming Strategy

The Difference One Letter Makes: How Global B2B Brand Sodexo Deployed Easy-to-Pronounce Naming Strategy
Organizational and product naming, particularly for B2B global entities, presents an interesting challenge. We’ve recently written about Ingredion signaling its strategic commitment with its name change. French food services and facilities management company Sodexo underwent a seemingly minor name change that has a big impact on its brand evolution. B2B Names Must Clear these Three... Read more »

Mainstream, Premium, Super Premium: Pricing Strategy Examples from Gevalia and McCormick

Mainstream, Premium, Super Premium: Pricing Strategy Examples from Gevalia and McCormick
Managing a brand in multiple price tiers requires careful portfolio positioning. These two case examples are brands that have clear market strategies for different price tiers. Gevalia challenged Starbucks by taking its direct-to-consumer super premium brand into the premium supermarket retail segment.  McCormick successfully offers both mainstream and premium products, essentially on the same shelf.... Read more »
Advertisement:

How Smuckers and Similac Navigate Non-GMO vs. Organic Brand Strategies

How Smuckers and Similac Navigate Non-GMO vs. Organic Brand Strategies
Shifting Demand Means Choosing Between Non-GMO and Organic Market Strategies Won’t Come Naturally Organic has been a food trend for many years, and most food brands have a market strategy perspective on the issue, ranging from actively dismissing organic to embracing it wholeheartedly. Just as the “natural” market starts to settle down, a new popular... Read more »

My Last Back to School (as a Mom)

My Last Back to School (as a Mom)
The Magic of School Supplies: Bringing Parents and Children Together Recently, the WSJ highlighted how back to school is still an in-person shopping experience for a variety of reasons: (1) children/young adults can pick the notebook that they like (2) the ritual of back to school shopping may help transition the child’s mindset towards school,... Read more »

Does Your Brand Tap into the Power of Sages?

Does Your Brand Tap into the Power of Sages?
Boomers Have More Time and Money and are Easier to Engage Five-time author and Purdue professor Carolyn Boiarksy had a brainstorm last year: Baby Boomers love to get together, and they have money and time to do so. Organizations that provide these opportunities can benefit from the participation, engagement and loyalty of Boomers. Boiarksy’s observation... Read more »
Advertisement:

Young Adults and Sages: Aspirational Customer Segment Names Get Respect

Young Adults and Sages: Aspirational Customer Segment Names Get Respect
Names are an important starting point to frame how we think about brands and customer segments in both B2B and B2C.  In the case of customer segments, names can also impact whether we are respectful of them and value them or not. It is well understood that company brand names are critical. I recently wrote... Read more »

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 »
Advertisement:

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 »
  • ChicagoNow is full of win

    Welcome to ChicagoNow.

    Meet our bloggers,
    post comments, or
    pitch your blog idea.

  • Advertisement:
  • Meet The Blogger

    Michal Clements

    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.

  • Subscribe to the Market Strategist

  • Categories

  • Tags

  • Advertisement: