The Woeful Challenges of Marketing Inexperience

Building an emerging brand when you don’t know what you don’t know

If ever there were a time when new emerging food and beverage ideas have a chance at stardom, the golden age has arrived. Investment capital is flocking to the culturally relevant and unique, while new food ideas and innovations are popping up right and left. While the barriers to entry are lower than ever, the stakes and requirements for sound strategy are accelerating rapidly as more emerging brands compete for share of limited consumer attention and stomach. This, by the way, was the genesis idea underneath creating Emergent, the Healthy Living Agency.

  1. Absence, then, of a continuous devotion to seeking consumer insight and putting the customer at the very center of business planning. One thing to say and another to do.
  2. An undernourished mission and higher purpose that should become the driver for everything the brand stands for and its ability to acquire deeper meaning and connection with consumers.
  3. Improper positioning most frequently manifested as no real discernable positioning. This should be created through careful exploration of how best to push uniqueness and differentiation.
  4. Scattered and less relevant messaging that is the outcome of not addressing the first four sins correctly, and the vanity of assuming consumers will resonate simply because it’s there (if you build it, they will come).
  5. And messaging’s twin sister, an absence of sound strategy in trade and consumer facing communication that mirrors their lifestyle aspirations and wants. This directly impacts any opportunity for engagement.
  6. A real show-stopper: a clunky packaging presentation that dilutes impact in any crowded retail setting at a time when consumers long to know more and care about the product creation backstory.
  7. Finally, failing to fully optimize the brand’s opportunity story in the context of real-world competitive advantage and own-able equity with existing and potential investors. Experienced brand and business storytellers know how to skillfully navigate this arena.
  • Investors invest capital to fuel the effort.
  • Marketers should shape the brand and go-to-market plan, and tell the story.

CEO of firm focused on helping brands understand, navigate and engage the consumer's growing passion for healthy living. Author, blogger, speaker. Home chef.