The retail foodservice customer is not fickle they
are evolving, dynamic and moving forward searching for ways to many dinner complexity
free according to Foodservice
Solutions®
Grocerant Guru®, Steven Johnson. I hope
you are not the Neanderthal brand
marketer we talked about in yesterday’s blog.
The consumer is dynamic not static and all food
retailers and start-up fresh food retailers must strive to create or maintain
consumer relevance while evolving their own brand. Foodservice Solutions® Grocerant Guru® Steven Johnson believes that
the following ten clues to build contemporized food brand relevance that will
edify your brand while building top-line sales, bottom-line profits and year
over year customer counts. Here are his
10 Clues:
1. Purpose: Customer relevance with evolving focus. The most
successful brands are inclusive, include values greater than themselves. That means they focus on a Lifestyle, a
philosophy, an emotion, a point in time.
Today that must include a halo of better for you the consumer as better
for the consumer is better for the retailer.
2. A
story:
Most major brands have a story. Examples: If you like
Wawa you know the family history, If you line McDonald’s you have heard the
story or seen the movie If you like Ford vehicles, you might be familiar with
the story of Henry Ford or if you love your Nikes, you probably know how the
Nike swoosh logo was created. You get the picture. What’s your story and where is your story
being told?
3. Consumer interaction:
Foodservice Solutions® Grocerant Guru® firmly
believes that within foodservice retail they brand, products, and footprint must
be consumer interactive and participatory. When your
business is first starting out, don't fool yourself into believing that your
marketing efforts are 'brand building' efforts. They're
not because to build a real brand, you have to have an extensive track record
with consumers. Consumer will build the brand and the story for with you.
4. Trust: Establish
operating standards that are measurable for every department within your
company and each standard must edify a customer facing tactic, communication, service,
or product. When you've consistently delivered for your customers long enough, you'll gain
the type of trust that many brands have.
Would you buy a Edsel today? Maybe so, but you are buying to today as a
relic not as a product of today.
5. Consistency: Consumers today
choose a product or service because of brand association. The consumer is buying an expectation, a
promise. Perhaps it's the expectation that the branded product is of higher
quality or that the service will be provided in a more efficient manner. The
expectation must be met time after time.
6. Differentiation: Customer migration from a legacy to an new brand is often borne of differentiation. Many brands offer products and services
that are commodities but they're successful in developing some differentiation
in the product or the avenue of distribution for their products and services
that consumers are sold on.
7. Imitators: Imitation is the sincerest form of flattery and you're probably not a 'brand' until you have competitors trying to copy you. Enough said. (However, we have imitators
trying to play catch up and we thank you for edifying our brand and sharing
this blog.)
8. Market leadership: Success does leave
clues, collect your clues and own them. Top brands are usually looked at as leaders in the markets they compete in. Own the space,
and understand why you do.
9. Evolve: The consumer
is dynamic not static your brand must be as well. The best brands are flexible and capable of reshaping and reinventing themselves and their
messages over time. Brands are either growing or dying.
10. A strong marketing presence: The information super highway
has evolved into a mobile marketing platform in the palm of your customers
hand; your message must follow with the traffic. Don’t get stuck on the road less traveled.
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