agricultural food brandss corn flakes or picknpay cornflakes they're both flakes of corn but...
TRANSCRIPT
Theessenceofbranding
Whatmultinationalcorporationsusetotryandgetconsumerstobuyessentiallythesameproductastheothercorporationshavebutfor
moremoney.Kellogg's CornFlakesorPicknPaycornflakes they'reboth
flakesofcornbutonewillcosttwicetheprice- guesswhichone
BrandingDefined…
WhatCanbebranded?Whyshouldwebrand?
Whatneedstobetakencareof?IsthereanysenseinbrandingAgri-foodproducts
BrandingDefined…
ServesasidentificationtoolMarkofquality
MarkofdifferentiationBrandpreferencedueto
associations“Thecoolnessfactor”
Instillsconsumerconfidence
PremiseforBrandingLetsfirststartwithafewexamples
TransmissionpolesErasers
ChemicalsSofruitthen?
Isitonlywhentheconsumerinitiatestheneed?
Theroleeducationplays?Notalwaystangibledifferences
Subjective
Brandswithsubstance
BuiltonrealdifferentiationvalueSpecialfactorswithdifferentiationvalue
KeySuccessFactorsKeyDifferentiatingFactors
Somebrandsneedmany,othersonlyone
FruitBrandsOneuniquechallenge&opportunity
Multipleproducers,notonecontrolpointnoronefactoryInthiscasethebrandhasdualpurposeand
targeting,theconsumeraswellastheproducer/Farmer.Andadditionallyoftenthroughout thesupplychain.Thebrand isnotonlyaimedone-dimensionallyatthe
consumeralone.Confidenceandpositioningatmultiplelevels,oftenwith
differentmessages.
TypicalFruitMessages
Appearance AstorytoldTexture ConfidenceConsistency Conservation HealthbenefitsSocial
responsibility Freshness“coolness”TasteUses&Recipes
In different combinations…
ProducerBrand
FellowshipAssurance
CamaraderieJoinedgoalandobjective
ThestartandbasisqualityandthusbrandValue
OvercomingpreviousbarriersAssistance
AdvantagesofWorkingtogether
SoagainwhatisBranding
Itcanneverbeallofthesethings,orthesethingsonly.Itisa
combination,abundleofideas,auniquebundle.ideologyandstories
thatcombinetooneimageandmessagetoconvinceandprovideconfidence.
Advantages ofthegrowersclub
MarketingcontrolQualityassurance,standardsand
improvementConsolidatedeffort
MarketingexclusivityandpositioningResearchbenefits
ProductionSupport
Dragonfruitpositioning
TASTE Appearance QUALITYEXOTIC Fresh
ResponsibleSourcingVERSATILITY“Coolness”ExclusivityHealth
Dragonfruitpositioning
Fruithastheadvantagethatitcanbebrandedonsomuchmorethan
justappearance,Wehoweverneedtoimproveourcommunicationaboutother
characteristicstoeducatepeople.Perhapswehavejustbeenlazythus
far.