99 slides: how to market and brand food

D B D I N T E R N A T I O N A L

F O O DA great item to brand.

A crappy thing to!crew up.After creating this presentation for a"ecent

meeting with a"egional company, I decided I would!hare this with a few of

my Slideshare friends and fans.

PA S S I O N#ying to brand food without passion

is like trying to pull the perfect espresso!hotwith old beans and!tale water....

H U N G E RGreat branding occurs only when there’s hunger

in your belly for doing!omething better. For"efusing to!ettle for “ok”....

For!aying no!ince“that’s the way it’s always been done.”

S O M E S A M P L I N G S$en!elling food, nothing beats!amples.

People get the feel, the texture, the nuances.So, I decided, let’s apply

that!ame principleto branding.

Let the feeding frenzy begin....

L E G A C Y C H O C O L AT E S

3 0 0 %It took 30 days to triple the!ales

of these amazing truffles.You"ead that"ight, one month.

The packaging went 180 degrees againstwhat every other chocolatier was doing

with their packaging.

Learn more about it here

M E G A C O - O P

6 9,000 m e m b e r sThat’s how many members this cooperative has

after 80 years of doing business.Yet, their!tory wasn’t clear to everyone.

That’s why this"ebrand was done,to tell their!tory. Clearly. Dynamically.

In a way that changedmisconceptions into clarity.

After

Before

t h e i r n e w b r a n d v o c a b u l a r y

Watch the full interview here —outlining how this whole brand

vocabulary transformed1) how!hoppers!hop and

2) how Mega! Co-op is!eenin the world today

Departmental Branding

Destination Branding

Product-specific Branding

Product and Post-sales Branding

Before

After

Miscellaneous

s tat i c c l i n g s

B O TA N I C A L B A K E R Y

9 0 0 % g r o w t hi n 2 4 m o n t h s

The dramatic"ebrand with the “leaf lips”changed everything and!poke volumes.

Learn more about their

campaign here

B R I D G E S T R E E T S TAT I O N

2,000 n e w c u s t o m e r s%thin 2 months, that’s how many customersthey had acquired after opening their doors

with this new brand of burger.All aboard!

Learn more about their

campaign here

Learn more about their

campaign here

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Copyright David &ier and DBD International