Branding

From Your Cup to the Global Stage: 5 Reasons Why Coffee’s Future is Brighter than Ever

This month, I attended the most buzz-worthy conference of the year. No, it wasn’t SXSW (although the crowd in attendance was probably equally stimulated) – it was the National Coffee Association’s Annual Convention. And, yes, it was just as delicious as it sounds.

Between sipping samples from vendors around the globe, I absorbed a lot about coffee’s past, present and future. My lessons began with the legend of Kaldi the goat herder, who first discovered Coffea Arabica when his flock became unusually frisky after ingesting some bright red berries while grazing in the Ethiopian hills, and progressed to philosophical discussions on the increasingly dynamic, venture capital-backed Third Wave movement.

While coffee’s trajectory thus far is a fascinating one, the key insight I left with is that the industry’s future is exceptionally bright.

Here’s why:

1-      Health Halo in the Making. Coffee has a myriad of health benefits that are backed by sound science, but are not yet widely acknowledged by consumers. Dr. Alan Leviton, of Harvard University Medical School, shared data showing that regular coffee consumption (3-5 cups/day) is associated with decreased risk of Type 2  Diabetes, Alzheimer’s, Parkinson’s and cancer or malignancies. Basically, the more coffee people drink…

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Hot Beauty Trends of 2015

Buzz Bin 3.12 Photo 1Soy, papaya, greek yogurt and daisies. Sounds representative of a beautiful picnic in Central Park, right?

Think again.

They’re just a sampling of the latest skincare ingredients hitting the market, as I learned at the annual Cosmetic Executive Women Product Demonstration Thursday night and at the Personal Care Products Council (PCPC) meeting in February.

CEW members swarmed Thursday’s event, which sells out every year, looking to get their hands on the hottest beauty products from the best personal care companies.

Brands like Burt’s Bees, Dial, and St. Ives explained the need for constant formulaic reinventions with natural ingredients like the ones above. At both events I also heard about the newest trends shaping the beauty market, outside of product claims.

Here are three you should know about:

1.    Online beauty sales outshine traditional stores.

When we were kids, our moms depended on department stores for skincare. Today, if you’re not shopping at MAC or Sephora, you’re buying beauty online. In fact, about 47% of Americans purchased more beauty products online in 2014 vs. 2013.buzz bin 3.12 photo2

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Branding

#HigherEd: In Wake of Sweet Briar Closing, Important to Evaluate College Branding

Sweet Briar

For students, faculty, staff and alumni, news that Sweet Briar College is shutting down is heartbreaking. For single-sex and coed colleges nationwide that share Sweet Briar’s small, rural, liberal arts profile, it’s a warning.

The shrinking pool of college applicants intensifies competition among schools that aren’t Ivy League, state flagships or well-known private colleges. Kids who do apply are keenly aware of the tight job market and often suspect rural locales which, however charming, don’t offer much in the way of internships. And the cost of going to college keeps rising.

It’s a thorny environment.

This past spring, Harvard business school professor Clayton Christensen predicted “that as many as half of the more than 4,000 universities and colleges in the U.S. may fail in the next 15 years.”

What to do about it is the subject of a great deal of serious thought by serious men and women in the academic world and elsewhere. This isn’t the place to second-guess their efforts, except to say this: branding is critical.

Consider how powerful brand is to the sale of a $5 jug of laundry detergent, a $500 phone or…

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Branding

Humanizing Your Brand, On Purpose

Two weeks ago I had the pleasure of attending Ragan Communications’ Social Media for PR and Corporate Communications Conference at Disney World. I was overwhelmed by the wealth of information I gathered, the caliber of the speakers, and of course… the magic of Disney.

Speaker after speaker addressed the need to humanize your brand – to put a face on your company and give outsiders a behind-the-scenes view of your organization in order to create connection. So, rather than give you a simple recap of the conference, I’m going to attempt to humanize my company’s brand. Inspired by the honesty and raw beauty of this post, I give you my story – the story of a girl whose own health struggle led her to a fulfilling career in healthcare communication.

In high school, after a run-in with a nasty case of mono that landed me in the ER twice, I noticed a change. Playing my favorite sports seemed harder than it used to, the comfort of my bed was more attractive than an evening with friends, and I started to get sick. All. The. Time. For three years I went from doctor to doctor searching for answers,…

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How to Honor Independent Research

All things being equal, media and consumers trust studies without corporate or branded backing most. Edelman’s 2015 Trust Barometer confirms that academic experts are twice as credible to consumers as CEOs.

credibility of spokespeopleWe are quick to call out bias, which makes a new report published by the Dietary Guidelines Advisory Committee last week so significant. An independent, government-backed advisory panel announced that drinking more coffee is good for you. It was the first time in 40 years the committee weighed in on coffee consumption and said that up to five cups of Joe a day are A-Okay.  Now, federal endorsement for drinking coffee seems imminent.

If you work in the coffee business, I think you would agree: It doesn’t get much better than this.

One important question remains: How do you leverage positive and independent health research? Everyone agrees independent research ranks highest in credibility. But since you don’t own it, you can’t customize the study to fit your communications needs. Or can you? I spoke to our in-house RD and Manager of Nutrition Communications, Joanne Tehrani to find out.

Here are three…

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Branding

5 Lessons Learned About Internal Brand Building

Any and every organization can learn and benefit from a proactive internal brand-building program. By learning more about internal brand building, any organization can uncover and energize the hidden brand power that resides inside its culture.  In this cramped blog space I will restrain from providing a comprehensive how-to guide of internal brand building. Instead I will take a more compact, practical approach and pass along a few key lessons learned after 10 years of developing and implementing internal brand building programs. Here you go.

  • If I can name it I can know it. Define the organization’s brand platform in a way that is understandable, relevant and believable to all employees. Most organizations have defined their brand to support marketing and communications professional’s tactics (external brand building). As a result the language is tuned to resonate with external audiences. Tag lines and positioning statements are the exclusive language of marketers and can easily turn-off rank and file employees. Before any organization can expect employees to embrace the intentions of the brand, the language must be practical, less marketing-ese and easily translate the brand’s intentions and character into action. A brand must be defined so an employee can name it,…
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    Chocolate Cupcakes and Corporate Identity

    Last week, Fox News published the Hungry Girl’s guide to outsmarting Valentine’s Day overeating. It’s dedicated to recipes options that won’t “ruin your budget, waistline, or the mood”.

    Valentine’s Day aside, the majority of religious and civic holidays have become synonymous with overeating. The national Association of Anorexia Nervosa and Associated Disorders even describes over-eating around the holidays and on special occasions as a “normalized” part of American behavior.

    All you have to do is google “holiday overeating” and you’ll find hundreds of articles describing tips to avoiding binge eating and over indulgence – as well as one that includes five ways to avoid a post-holiday heart attack. But this got me thinking – are the holidays the issue? Or, are we causing the problem?

    Let’s talk about food-specific holidays. According to The Nibble, a magazine dedicated to specialty foods, there is a food dedicated to just about every day of the year.

    cupcakes

    Photo Credit: Flickr – Farrukh

    Here’s a taste of your food holiday options:

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    Branding

    Internal Brand Building – The Long Tail of Brand Building

    pic 1The “new breed” of global brand leaders has turned traditional brand building inside out. Over the last decade we have witnessed a fundamental shift, placing internal brand building at the core of corporate brand-building strategies. Internal brand building has become the source of brand power for organizations like Starbucks, Google and Zappos. These innovative, game-changing organizations believe their true, sustainable brand power resides in activating and energizing the hearts and minds of their employees. They believe in the new brand axiom “the brand on the outside is a true reflection of the brand on the inside.”

    For these true innovators building a strong brand is a natural result of igniting and nurturing employees’ authentic passion for making a difference. This is accomplished with a two-step process starting with providing employees a meaningful context to focus their intentions and behaviors that reflect the ethos and character of the organization. Employees are guided to leverage and focus that authentic alignment to make a positive difference for a customer that leaves a lasting impression. This new innovative way of thinking expands the possibilities of brand building, providing almost infinite leverage to traditional external brand building techniques.…

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    Ad Bowl XLIX: Who Scored, Who Flopped and Who Caught Us Off Guard

    Another Super Bowl has come and gone. There were miraculous catches, (potentially) heartbreaking interceptions, deflategate jokes and plenty of controversy about the “worst call in Super Bowl History.” Yet within the walls of PadillaCRT’s offices today, the hot topic of conversation is the Ad Bowl.

    Who scored? Who flopped? What unexpected themes caught us off guard? Here to weigh in are two of the agency’s heaviest hitting creative minds: Heath Rudduck, Chief Creative Officer  and Kelly O’Keefe, Chief Creative Strategy Officer and Professor at the acclaimed Brandcenter at Virginia Commonwealth University.

    Spoiler alert… like on the Super Bowl result, we don’t all agree. With whom does your creative mind align?

    HEATH:

    20141112_PadillaCRT_MNPLS_Rudduck_46Overall Impression:

    At $150K a second, you’d better be getting your message right and executing it flawlessly. This year, I was fascinated by the attempt of so many to make Dad misty. Sure, we all understand we should work less and think about the kids more, not to mention all the other shortcomings we have, but it’s not up to a brand to tell me that. There’s nothing worse than a forced purpose. But, among the old bawdy…

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    Branding

    The Big Mac of Brand Integrity

    The beginning of a new year signals an opportunity to reflect on the person you were last year and who you want to be this year.

    No matter the resolution, I think we can all agree that bringing a certain level of authenticity to the table is important to a person or a brand’s image – and generally, a good way to start off (and end) the year.

    On that note, just two weeks into 2015, two major consumer brands are already shining a light on the reason why brand reputation can be your best friend or worst enemy.

    As you may have heard, McDonalds released a feel-good TV ad during the Golden Globes this past Sunday as part of their brand relaunch. In an effort to reposition the Dollar Menu brand as the company that cares, one ad uses signs (literally) to depict McDonalds as a supportive helping hand for local communities. Despite it’s valiant efforts to refresh the struggling brand, McDonalds received immediate backlash for its good will.

    Why? Because it wasn’t authentic.

    McDonalds is an embattled brand that for years has received harsh criticism around unfair wages and a perception that it serves cheap junk food. Sales…

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