Increasing sales through strategic branding for the alcohol beverage category.
Over the past few years there have been an alarming number of stories from colleagues and clients alike that were burned by a “bargain” from a design firm or freelancer. Initially thinking they were getting a deal they later discovered their projects ended up costing them a small fortune in time and money and/or results that fell short of expectations. Here are a few … Continue reading
As the HENRY demographic matures, they may become the next generation of the ultra-luxury consumers; making the investment in gaining their loyalty early an opportunity that will appreciate over time.
The Facts
The American middle class has lost some of its spending power, even with recent economic gains over the past several years. According to the Bureau of Labor Statistics 2017 Consumer … Continue reading
Naming and branding can be a powerful combination when developed correctly. Together they form the vision and the essence of your brand, communicate the benefit of your product, and ultimately support an emotional connection with your target consumer.
Developing and choosing a name is a delicate balance of art and science. Names that follow these 10 key rules will have the greatest chance of success:
Whether you’re a boutique producer or a multi-million case global brand, the time will inevitably come for a package redesign. For better or for worse, market success simply doesn’t allow for stagnancy – it demands change to keep up with trends, expanded product lines, and maintain engagement with your core consumers.
In this article for Wines & Vines that Jane Firstenfeld interviewed me for in May 2014, I touch on … Continue reading
Love them or hate them, Millennials currently represent $200 billion in direct spending power, 25% of the population and are on track to make up 75% of the total workforce by 2025 (CMSwire.com).
I work with brand and marketing managers on a daily basis that struggle with how to make their brands appeal to the next generation of the American consumer. What’s … Continue reading
