One of our advisors has five things he believes a brand has got to get right in order to succeed:

  1. Show expertise – In the old days the only space available to show expertise was on the label which was limited to put it mildly. But customers now expect content (on web, apps and in print) that shows that a brand knows what it’s talking about.
  2. Personalisation – The day of the mass market brand has gone. Consumers now expect something unique for them such as Tails, Moonpig or Diet Chef with our unique recommendations and 360,000 combinations available for the diet.
  3. Trust – This is particularly important in food where the industry has generally got quite a bad reputation. Innocent would be a great example of a brand who have worked for deep levels of trust. Trust is of course earned over years but can be lost overnight.
  4. Care – This is quite a deep one covering production of the product, impact on the environment and the community and of course care of the customer.
  5. Innovation – It would be fair to say that the food industry has not got innovation deep in its DNA. Even heritage brands needs to innovate while preserving their provenance.