Anand S’ Post

Personalisation is a performance 🔥 Creating ways to personalise products drives aspiration. It’s the oldest trick in the modern brand building playbook. A feature of many agency deck, since about 2008 - I reckon. Why? Because it works. But this Tanquery machine in Diageo’s The Bar at Home in London shows it can add theatre too. Retailers (of all types) with a tilt towards creating experiences , can bring the performance of personalisation to the customer. It works because it: - Creates dwell time - Drives authenticity and aspiration - Creates something shareable Personalisation, customisation … it sells. I help outdoor, sports and lifestyle brands to grow ⛰️🏃🏻♂️🚴🏻 and this is the antidote to spending too much time building booze brands 😂 #marketing #advertising #packaging #tanqueray #diageo #personalisation

Building a strong brand identity is crucial for in the fast-paced food and beverage industry. But how do you create a brand that resonates with your audience and stands out from the competition? Let’s explore the essential elements of building a strong brand identity and provide actionable tips to help you get started. In this post, we’ll be taking a closer look at McDonald’s, a global fast-food giant that has mastered the art of building a strong brand identity. We’ll dive into the strategies they used to create a loyal following and explore what we can learn from their success! #TrueConsulting #BrandIdentity #BusinessConsulting#fnbconsulting #businessstrategy #consultant #consulting #business #food #beverage

#commercialtime a good advertisement is one that can touch your emotions, your senses and attract your attention. and that is exactly what Nescafé has made in this commercial. NESCAFÉ Nestlé MX #publicité #commercial #advertisement #marketing

Marketing evolution. From a transactional off-the-shelf distribution model. To experiential create-cultural-moments relationship model.

As a 𝗯𝗿𝗮𝗻𝗱 𝗺𝗮𝗻𝗮𝗴𝗲𝗺𝗲𝗻𝘁 𝗽𝗿𝗼𝗳𝗲𝘀𝘀𝗶𝗼𝗻𝗮𝗹, your 𝘀𝘂𝗽𝗲𝗿𝗽𝗼𝘄𝗲𝗿 is to know your business at 360 degrees... As Clarice said, building a brand or executing a marketing plan requires a deep understanding of the business of the other functions: ➡️ Cost structure and profitability: in which channels do we make money? With which customers? ➡️ Price Structures and Value Chain: what is the cost of distribution? Who is happy, and who is not in the distribution chain? ➡️ How do you reach a consumer? Who makes decisions at all levels of the value chain? What is the role of professionals like bartenders or chefs in the F&B distribution system? What else would you add? #consumers #branding #marketing

Why #Branding is Essential? Branding is the cornerstone of any successful business. It not only shapes how consumers perceive a company but also dictates how the company interacts with its market. E.g., two pivotal laws — The Law of Change and The Law of Consistency — highlight why branding is crucial. The Law of Change: Adapting to market dynamics can significantly impact a brand's success. For instance, Marlboro's change in pricing strategy propelled it to dominate market share. This adaptability ensures a brand stays relevant and competitive. The Law of Consistency: While change is vital, consistency builds trust and loyalty. Take McDonald's, a brand synonymous with family-friendly dining. Their attempt to shift towards an adult-oriented brand with the “Arch Delux” burger failed because it strayed from their consistent image. Following essential branding laws can prevent such missteps and foster enduring brand success. For deeper insights, I highly recommend reading #TheImmutableLawsofBranding by #AlRiesandLauraRies. Understanding and implementing these principles can build robust brands that stand the test of time. #Branding #Marketing #BrandManagement #BusinessGrowth #AlRies #LauraRies

Did you visit the KIND brand awareness activation in Soho? 👀 If not, I did for you - take a watch and see what was there, eaten, and learned... What the activation involved: 1. Make your own KIND bar station 2. Scent station - smell the different ingredients used in KIND bars 3. Education drawers - pull out draws with facts about KIND 4. Photo station (for you and your homemade bar) and Polaroid pinboard 5. KIND vending machine cart Why it worked: 🍓 Personalisation of bars made customers feel more connected with the brand (also, you can't go too wrong with free food). 🥜 Interactivity - the smell station and pull out draws enabled people to learn about the brand in a fun and memorable way. 🍎 Polaroid picture wall & photo station for homemade bars - allowed people to share the moment with friends and take photos of their unique bars to post about on socials, for further (free) promotion of the activation. 🌰 If the make-your-own bar station was too messy for some people, they could use the vending machine cart to get a packaged bar to take home or give to a friend. Which part of the activation would you have tried? #brandawareness #brandactivation #outofhomemarketing

Imagine you're the Brand Manager for Heinz Ketchup. You enjoy 99% brand awareness and 50% market share. People love the taste of your product and love your brand. You're not allowed to change the recipe, you already enjoy enviable mass distribution, and yet your boss has tasked you to significantly increase sales. What do you do? Option 1: Create an ad campaign trying to increase consumption by highlighting additional use cases for ketchup beyond the traditional burgers & fries crowd Option 2: Increase sales promotions, offering one-off discounts and savings on bulk purchases (sacrificing profitability for top-line growth) Option 3: Improve the user experience via insights and innovation Always start with Option 3! Heinz increased sales 25% for several years following the release of its squeezable ketchup bottles, growing 3X faster than of their competition despite being the largest incumbent in the category. You may choose to have paid media and sales promotions play a role in your Marketing Mix, but do so only AFTER you have maximized every opportunity to enhance your offerings and deliver on consumer hopes and expectations for your category.

Option 3: Improve the user experience via insights and innovation Always start with Option 3!

Something relevant for B2B marketers as well, even though their product/solution is typically more complex. What adds value to the customer is what the customer is willing to pay for.