2017.2.13_Ifactor_blog

What makes a brand truly irresistible? You might be surprised.

Chop’t, Aleve, So Delicious, RiteAid, Happy Baby/Happy Tot, Larabars, Polar, Nutella, Baskin Robbins, Goldfish, Snapple. What do these brands have in common? High consumer knowledge and the highest I-Factor™ scores in their category. I love figuring out what makes a brand irresistible. It’s not just cool (which it is), it’s crucial. It’s information a brand […]

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2017.2.7_LegacyBrands_Startups

What can legacy brands learn from entrepreneurs?

Everything about consumers and brands is changing. The way we communicate, the way we shop, the way we spend our time and our money.   We live in an age of Uber, Airbnb and Amazon. It used to be Yellow Cab, Marriott and Walmart. The times they are a changing. This is the season of […]

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2017.1.30_Supplements

The millennial effect: The exploding supplement category

People have always taken supplements and vitamins. And the good old multivitamin used to be enough to make people feel like they were doing something positive for their health. Now the category seems to be growing and evolving with a much younger audience. Is that because today’s consumer want to play a more active role […]

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2017.1.18_AmazonGo

Will Amazon Go be as good for brands as it is for shoppers?

Could Amazon Go be the next Facebook or Spotify of the grocery world? Think about the similarities. Facebook and Spotify are obviously great services for consumers but they are great for businesses because of the massive access to data they offer related to customer behavior. That’s exactly what Amazon Go could do for grocery and eventually all […]

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2017.1.18_PetFood

The Irresistible Market For Pet Health: Food Is Just The Beginning

I’m a foodie and my dog happens to be one too. His current favorite cheese is Parmigiano Reggiano (really). I choose his foods just like I do mine. I scrutinize labels and search the aisles looking for the very best ingredients. Every once in a while I indulge. And so does my dog. Pets have […]

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2017.1.3_Ifactor

When Love isn’t enough. Why Irresistibility is the new Brand Love

2017 has arrived. And consumers (especially the health-conscious) are changing fast.  This year, brands will have to connect more deeply to earn loyal consumers. They’ll have to be irresistible because Love is no longer enough. We all know love is fleeting, especially with Millennials. So brands have to become irresistible.  They have to break through, […]

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2016-12-23_irresistible_santa

A few lessons from the most irresistible marketer on Earth

Right now every consumer in America is making their holiday list and checking it twice. They know which choices are naughty or nice. And no matter which holiday you celebrate, I think we all can learn a thing or two from the best marketer on earth. Santa Claus. Who else has such global brand recognition […]

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2016-12-15_healthykids

Healthy kids: The future of healthy food marketing

Childhood obesity is a national epidemic. And brands are finally starting to be held accountable for their role.   From my seat, I’m singing hallelujah. When my daughter was little, I was one of the more health conscious moms. That meant giving my daughter Earth’s Best: the ONE brand of healthy baby food that was […]

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How did juice brands go from hero to zero?

Juice. From Health Hero to Villain.

There was a time not too long ago when we looked to brands like Tropicana and Ocean Spray to add nutritional value to breakfast.   Fast-forward to today where these brands have become villainized due to the high concentration of sugar.   It’s interesting to see how the perception of juice has shifted from really […]

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