99 slides: how to market and brand food
DESCRIPTION
CONSUME. DEVOUR. FEAST your eyes. From gourmet chocolate to burgers to fresh foods and more, there are certain principles to follow. Branding food is one of the most challenging and rewarding activities in brand marketing and brand development. If you're lucky enough to be branding food, then these slides were meant for you to CONSUME. To DEVOUR. To LUST after. Brand expert David Brier has compiled an amazing collection of branding examples for anyone involved in the incredible category of food, food branding, and food marketing. Let the feeding frenzy begin. http://www.risingabovethenoise.com Follow David Brier on twitter and follow us on Google+ as well.TRANSCRIPT
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D B D I N T E R N A T I O N A L
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F O O DA great item to brand.
A crappy thing to!crew up.After creating this presentation for a"ecent
meeting with a"egional company, I decided I would!hare this with a few of
my Slideshare friends and fans.
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PA S S I O N#ying to brand food without passion
is like trying to pull the perfect espresso!hotwith old beans and!tale water....
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H U N G E RGreat branding occurs only when there’s hunger
in your belly for doing!omething better. For"efusing to!ettle for “ok”....
For!aying no!ince“that’s the way it’s always been done.”
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S O M E S A M P L I N G S$en!elling food, nothing beats!amples.
People get the feel, the texture, the nuances.So, I decided, let’s apply
that!ame principleto branding.
Let the feeding frenzy begin....
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L E G A C Y C H O C O L AT E S
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3 0 0 %It took 30 days to triple the!ales
of these amazing truffles.You"ead that"ight, one month.
The packaging went 180 degrees againstwhat every other chocolatier was doing
with their packaging.
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M E G A C O - O P
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6 9,000 m e m b e r sThat’s how many members this cooperative has
after 80 years of doing business.Yet, their!tory wasn’t clear to everyone.
That’s why this"ebrand was done,to tell their!tory. Clearly. Dynamically.
In a way that changedmisconceptions into clarity.
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After
Before
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t h e i r n e w b r a n d v o c a b u l a r y
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Watch the full interview here —outlining how this whole brand
vocabulary transformed1) how!hoppers!hop and
2) how Mega! Co-op is!eenin the world today
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Departmental Branding
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Destination Branding
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Product-specific Branding
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Product and Post-sales Branding
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Before
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After
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Miscellaneous
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s tat i c c l i n g s
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B O TA N I C A L B A K E R Y
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9 0 0 % g r o w t hi n 2 4 m o n t h s
The dramatic"ebrand with the “leaf lips”changed everything and!poke volumes.
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Learn more about their
campaign here
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B R I D G E S T R E E T S TAT I O N
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2,000 n e w c u s t o m e r s%thin 2 months, that’s how many customersthey had acquired after opening their doors
with this new brand of burger.All aboard!
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Learn more about their
campaign here
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Learn more about their
campaign here
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