blueprint

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I wrote yesterday about implementing brand strategy on social media.  “Hit your proofs,” I wrote, and you are not only complying with brand strategy, you grow it.  

I’ve been paying attention to the cold-pressed juice category since speaking with the Love Grace people a number of years ago.  One Love Grace competitor is large, nicely-funded Blueprint, now owned by the Hain Celestial Group. Blueprint does social right. Here’s an example of an Instagram post.

The brand strategy for Blueprint is unknown to me, but the evidence – bread crumbs laid down leading to the strategy, are pretty obvious. Organic cold pressed juices are amazingly natural. People who buy them like natural. In Social Media Guardrails, one of the first suggestions is “Be interested in what your target is interested in.” Blueprint does not sell avocado on pumpernickel, but it’s natural (plank).  And it is what the target is interested in. In social media marketing you don’t always have to sell. You just have to be on strategy. 

Peace.

 

 

 

 

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hain celestial

I was listening to Irwin D. Simon the CEO of Hain Celestial on a webcast yesterday and he mentioned a consumer insight that was both true and funny. Mr. Simon’s company is the largest natural organic food producer in the U.S. Not too long ago, said Simon, people would prefer to eat the bag over the food. Add that to the fact that natural organic products typically cost 15-20% more and you have some serious roadblocks.

Hain Celestial is doing so well these days because it is focusing on taste. For many people, when you say “nature bars” or “grain and oat cookies” the mental response is cotton-mouth. The reason obesity is pandemic in the U.S. is because sugar, salt and fat taste good.  Changing the taste profile of natural food is why Hain Celestial is growing a 3 times the pace of traditional foods. 

Hain Celestial’s product portfolio is growing. Their products are 99% GMO free (Genetically Modified Organisms.)  And though I wouldn’t exactly put them in the craft economy category, they are getting there. BluePrint, their cold pressed juice brand, is definitely a craft product.

Keep an eye on Hain Celstial. The CEO gets consumers, product, and marketing. And that’s a tasty recipe.

Peace.

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