Nutrition Marketing From The Golden Circle

Simon Sinek talks about finding your “why.” But it’s hard, so here’s a quick example I came up within 15 minutes. Think about this; talk it over with your team or just call me and I’ll help you with no expectations. And I’ve got 35 other people at my agency who’ll help too.

Hey, it’s Eric. You know, I believe that we in the food biz tend to say a lot of the same kinds of things. We talk about taste. We talk about guilt free snacking. We talk about free from. I argue that if you could put some time into figuring out three core statements about your brand, your what, your how, and your why, and really dial those suckers in, you could blow the doors off of your competition and reach what I like to call brand love.

So instead of some esoteric advice about this, I would like to give you an example for a hypothetical snack food company. Okay. What, what do we do? We make snack foods that are so nutritionally dense, your body recognizes them as real food. Okay. How do we do that? We relentlessly reject the cheap, easy ingredients that some other brands use for the pursuit of taste. Why? Because we believe when you give more, you get more. Okay?

So anyway, that was a quick 15-minute example. Think of what you could do if you spent an entire day or two thinking about this with some of your core people and a good moderator. So anyway, think about that a little bit. Assign it to your team if you like. Give me a call if you want to ask some questions. Okay. That’s it. Be digestible and thanks.

Eric Kiker: Speaker

Author of The Digestible Brand: The Secret Sauce for Marketing Nutrition to the Confused Consumer

Agency Principal/LRXD

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