Divining the formula for consistent engagement and growth — Are you aware of the remarkable chain reaction that will unleash powerful forces to immediately increase your brand’s salience, relevance, resonance and traction? Significant brand dynamism and energy are released when this singularly vital key unlocks engagement with your intended customer audience. · This is a law of marketing physics…

The influential role of respected voices in building credibility — Risk-averse consumers now look to brands to provide credible validation and verification of the promises they make and assertions about product performance and benefits. No surprise brand trust is at an all-time low among consumers, and also at an all-time high as a front-end requirement for any authentic relationship between…

In Chapter 2 of the “Sustainability and Future Proofing the Food System” video series, our expert panel weighs in on conditions throttling the growth curve of sustainably made foods and adoption of new food creation technologies. Familiarity (consumer comfort level), perceived risk, questions about taste, ingredients and nutritional benefits all…

Awareness drives preference for sustainable choice — After 15 months of collecting data from a wide variety of companies that participated in our Sustainability Readiness assessment questionnaire, we can confirm the most common area of shortfall and weakness in sustainability performance is communications. We’ve consistently encountered a disconnect between yeoman efforts by companies to improve their environmental…

Why Trust is the Engine that Drives Business Growth — “Trust takes years to earn, seconds to break and possibly forever to repair.” – Stephan Houraghan Trust is fundamental to brand success, to sustainable business growth, to forging relationships with consumers, to any hope of genuine engagement. Yet trust creation often isn’t an articulated, strategic component of the business and…

Nomenclature likely to show up on your radar screen — As the pace of climate change quickens and attention to sustainable performance by brands and businesses becomes a centerpiece of marketplace competitive advantage, a new lexicon is emerging. After surveying media channels for novel terms and words that help explain conditions we expect to face in the year ahead, here…

Are we unwittingly in conflict with ourselves? — In the end, climate change and its resulting impacts are an outcome of human behavior, whether that is by individual citizens or business leaders, policy makers, elected officials and anyone else in a position to make a decision one way or another. …

What the progressive pet brands are doing… — The relentless media coverage of climate threat impacts here and afar serves as a constant reminder that our food production system, pet and human, is a consequential contributor in an evolving existential threat to the planet’s (and our) long-term security and wellbeing. This tsunami of media attention on sustainability and…

How to harness the science of social transmission — “People do not buy goods or services, they buy relations, stories and magic.” – Seth Godin · Today we will weigh in on vital tools and ideas that can vastly improve the outcome of your marketing investments. · For the very reason these tools and ideas access what we know…