By George Latella How are you planning on leveraging your brand for the 250th birthday of our country? Many of the big retailers and food/beverage companies started their Marketing communications right after the New Year and used the Superbowl as a launchpad to talk about the heritage of their respective brands. Nostalgia is “on trend”…
By George Latella Over the last few blogs, I’ve covered various elements in formulating your Brand Strategy. It is now time to bring it all together. We started the process by identifying the four key questions that you must answer: While all four questions are important for you to understand, the last one is the…
In the last blog, we continued the discussion of formulating your Brand Strategy with a discussion of your brand personality. If you are an off-premise retailer, you sell brands. If you an on-premise retailer you may sell brands and create your own. Either way, you need to understand how the brand icons you sell or…
In the last article, we continued the discussion of formulating your Brand Strategy with a discussion of your core values. Companies like Sears and Toys R Us are no longer in business because their core values did not resonate with their customers. If you are an off-premise retailer, you sell brands. If you an on-premise…
By: George Latella In the last article, we began the discussion of formulating your Brand Strategy with a discussion of YOUR customer. Your Brand and how your best customers perceive you is your biggest asset and a major strength. Sears was once the “place where America shopped”. It is a great example of a once…
In the last issue, overall Food Marketing strategy was covered. This planning process helps you answer the following questions: Once you get the answers to these questions, you can begin the process of developing your Brand Strategy. Your customer should always be at the center of your Brand Strategy. A great example of this is…
In the last blog, I discussed implementing change in the digital age. Things continue to change at a rapid pace. And the advent of Artificial Intelligence (AI) will accelerate this change. You need to stay ahead of the curve if you want to be successful. This all starts with developing a sales and marketing plan….
By: George Latella, Professor of Food Marketing at Saint Joseph’s University In the last blog we discussed Leadership in the Digital Age. I have studied & taught leadership for many years. In my opinion, leadership is NOT a position or title, but a state of mind. Some of the traits of successful leaders that I…
In the last issue we discussed the importance of knowing your strengths and weaknesses as they relate to opportunities and threats. A big part of this process is not only knowing these things, but more importantly being able to implement them. And this implementation always starts with Leadership. This is even more important in the…