Meeting Consumer Needs - What Are You REALLY Selling?
Food Business Marketing Podcast - Strategy, Stories, and Tips to Build a Strong Brand · Katie Mleziva - Real Food Brands
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Show Notes
Consumers need us more than ever. As their needs are changing to adapt to the "new norm," they are building new routines and discovering new pain points that in turn create new opportunities for us to serve, support and delight.
In this episode of the Real Food Brands Podcast, host and Natural Food Brand Strategist Katie Mleziva talks through the Elements of Value pyramid, and how it can help you get more clarity about what you're really selling and why it matters to your ideal consumers.
In This Episode:
- A reminder about the three C's: Competitors, Consumers and Company – and how Katie suggests using this concept to set your brand apart.
- Why most brands don't need to revamp their entire brand strategy right now.
- How to use the Elements of Value pyramid from Bain & Company to identify your consumers' motivations and desired benefits.
- Why the Elements of Value are so important to identify what you're really selling so you can serve your consumers and build brand loyalty.
- The two exercises Katie recommends to help you put the Elements of Value pyramid into action for your food company.
Resources:
- The Harvard Business Review: "The Elements of Value"
- The Elements of Value interactive pyramid
- Podcast Ep #54: 6 Signs You Should Rebrand Your Food Business
- Podcast Ep #55: How to Create a Brand Story that Converts with Anna Bradshaw
- Connect with Katie on LinkedIn
- Real Food Brands Brand Checkup Scorecard
- Real Food Brands Marketing Roundtable Facebook Group
- Real Food Brands website
- Follow Katie on Instagram