- Flower Bulb and Perennial Sales Position - Portland (Oregon) USA
- Plant Production Scientist - Brooklyn (NY) USA
- Greenhouse Assistant Grower - Abbotsford (B.C.) Canada
- Technical Sales Representative - South Western Ontario, Canada
- Farm Manager - West Africa
- Managing Agronomist - Surinam
- Vegetal Material Programme Leader - Cisterna di Latina (Latium), Italy
- Head of Sales North America - Sacramento (CA) USA
- Inkoop Specialist Holland Product - Netherlands
- Vegetable Grower - Australia
Top 5 -yesterday
Top 5 -last month
Top 5 -last week
Creating a successful claim
These companies are very smart: creating a brand consumers are willing to pay more for, will lead them to increased profitability.
Though, creating a winning brand is by no means an easy task.
It's not a budget issue – we know that great brands can be created with small budgets too.
The real issue is that you have to know how to do it. You need to know how the brand elements work, and you need to be able to use both creativity and science (i.e. market research) to get to a differentiated and distinctive brand proposition, one that consumers may consider relevant for them.
It's very easy to make mistakes during this process.
Take a look at many brand claims as an example (a brand claim is the short, 2-3 word lines that should capture the real essence of the brand and normally follows the brand name in advertising campaigns).
Many brand claims around the world have a major pitfall: they are far too generic.
Things like "good and healthy", or "fresh and natural" – are not really brand claims.
They are generic lines that could be applied to hundreds of products and categories. They are not differentiating a brand, and are of little use in building value for it.
How to figure out when a brand claim is too generic?
You can use a simple test.
When you read a brand followed by a claim, cover the brand name with your hand.
In other words, read the claim alone.
If the claim brings your mind to the brand using it - then it works.
If the claim says something special, unique to the brand using it – then it works.
If the claim tells you in one second what the brand benefits are and why the brand is different from the rest of the world – then it works.
If the claim does nothing of the above, it does not work.
It is too generic.
This is a simple test, but can prevent brand builders from making the mistake that is made by so many companies in many product categories.
If you are interested in fresh produce marketing, download the free e-book "Introduction to marketing for fresh produce"
Pisani Produce Marketing is a training & consulting agency for the produce world. It was founded by Maurizio Pisani, former Chiquita and Fresh Del Monte executive.
For more info:
Publication date :
Receive the daily newsletter in your email for free | Click here
Other news in this sector:
- 09/18/2018 Comprehensible encyclopaedia for the plant of the future
- 09/18/2018 BEEsharing: Using bees to produce more fruit and vegetables
- 09/18/2018 Trump slaps China with $200 billion of new tariffs
- 09/18/2018 UMS appointed by New Zealand Avocado to expand presence in China
- 09/18/2018 India: High import duties on US products delayed until November 2
- 09/18/2018 US: Michigan officials add insect & plant to ‘Invasives’ watch list
- 09/17/2018 Success of Agriculture Bill will be in the details, warns British Growers
- 09/17/2018 Positive news for growers within fruit fly control zones
- 09/17/2018 USDA restricts PACA Violators from operating in Produce Industry
- 09/14/2018 European Union president eyes free trade pact with Africa
- 09/14/2018 Turkish lira jumps after Central Bank ups rates
- 09/14/2018 Post-Brexit farm policy outlined in bill
- 09/14/2018 USDA restricts PACA violators from operating in produce industry
- 09/14/2018 APHIS: Final rule to expand notice-based process for import of fruit and veg
- 09/14/2018 New Venezuelan currency - Inflation already at 100%
- 09/13/2018 Venezuela eases currency controls
- 09/13/2018 "An eco-federal program does not make for a sustainable budget"
- 09/12/2018 Food Foundation responds to new Agriculture Bill
- 09/12/2018 Does Switzerland produce half of all the food it needs?
- 09/12/2018 Nedbank calls for clear and predictable legislative framework to address land reform