99 slides: how to market and brand food
TRANSCRIPT
D B D I N T E R N A T I O N A L
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.
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....
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.”
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....
L E G A C Y C H O C O L AT E S
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.
M E G A C O - O P
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.
After
Before
t h e i r n e w b r a n d v o c a b u l a r y
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
Departmental Branding
Destination Branding
Product-specific Branding
Product and Post-sales Branding
Before
After
Miscellaneous
s tat i c c l i n g s
B O TA N I C A L B A K E R Y
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.
Learn more about their
campaign here
B R I D G E S T R E E T S TAT I O N
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!
Learn more about their
campaign here
Learn more about their
campaign here
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Copyright David &ier and DBD International