Archive for Nanda Sibol

Appreciation: Honoring Craft

Posted by Nanda Sibol on July 15th, 2013 at 7:00 am

As the economy picks up and consumers can afford to spend more, they are starting to realize the lack of “value” in items that were inexpensive and perhaps a bit cheap—reflecting the old adage, “You get what you pay for.” At the same time, they are becoming disenchanted with mass produced goods cranked out by machines at a rate of thousands per minute. Instead, consumers are seeking something more personalized or a sense of connection to an item. They are recognizing the value of goods made with care—often by hand and with skill and attention to detail. Consumers are also appreciating the sheer time that it takes to create something of quality, especially given the breakneck tempo of their own lives.  We see these factors coalescing into consumers’ renewed interest in hand-crafted goods—items not only embedded with quality and artistry, but that also remain accessible and affordable. Let’s look at four examples that highlight this resurgence and focus on craft.
Consider the case of craft beer. While craft beer has been around for decades and has maintained a level of niche popularity, recently, the products are garnering more widespread attention and gaining market share, as evidenced by a 30 percent share... Read more

Get-To-The-Point Branding

Posted by Nanda Sibol on January 28th, 2013 at 1:09 pm

Consumers today are literally bombarded with brand messages on multiple media platforms and devices at home, on the go, in stores and on the shelf.  It is overwhelming for consumers to make sense of it all and sift through the clutter and noise to get to what is important to them. Consumers today have little time to read printed copy or listen to and watch an ad; instead they are scanning the surface or skimming to get a quick read on what a brand or product is about.
New brands are acknowledging this shift in consumer behavior, and, in order to build quick awareness, they are encapsulating their key message—either the functional product benefit, point of difference, or positioning—into their brand name. Take for instance the brand “Eat Well Enjoy Life” that conveys the functional and emotional benefit in its name. In these instances, the brand name becomes the brand sound bite. We’ve seen several examples in food and pharmaceuticals where brands are developing their distinct sound bites to build affinity and awareness in seconds.
Thomas Keller of French Laundry fame has created a new 100% gluten-free flour. Leveraging the standard cooking instruction, “cup for cup”, and distilling it further by using... Read more