Category: Content Marketing

Healthy Marketing Lessons from the Elite Fitness World

Group Training is super trendy and getting trendier. People love it. And it’s not just SoulCycle. Innovators like Pure Barre, Orangetheory and CrossFit have added to the already Irresistible community class category. These brands turn consumers into “Groupies.” They turn marketing into full-on lifestyle inspiration. Marketers, if you want lessons that can help your brand experience the unparalleled consumer loyalty, get ready to learn. Here’s what the health and wellness elite are doing right now.  SoulCycle took a spin class and turned it into an uplifting experience with great music and a passionate instructors. Students in the class work...

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Healthy Food Marketing: Reviving Legacy Brands

Can you feel it? Consumers are pulling away from legacy brands. They’re following the lure of newer, sexier brands. The ones that seem to really “get” them,  and make them feel seen and heard. In this crazy, fast-changing environment, the love consumers have for legacy brands just isn’t not enough. Because in I-Factor™ study after study, one thing keeps coming through: This relationship may just be a result of longstanding habit, not a conscious purchasing decision. Although it’s a very common mistake,we marketers can’t assume consumers will love our brand just because they always have.  It’s time to create...

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Healthy food marketers: Time to get to know Generation Z

As marketers, we all know we need to keep learning about millennials. But now is also the perfect time to start focusing on Generation Z. Especially for those of us targeting the health-conscious. Generation Z has a whole new relationship with food and cooking for them isn’t a have-to, it’s a want-to. If your brand can win their hearts now, their wallets will soon follow, and so will your brand’s future.   What’s the big deal about Generation Z? They’re not using old school recipes, instead they’re “intuitive cooks.” With everything available at the touch of a screen, a...

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Healthy Food Marketing: What makes a brand truly irresistible?

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 absolutely needs to survive and grow in this crazy digital age. And it’s why we created I-Factor™. I-Factor™ is a revolutionary brand-building tool that digs into the three dimensions of the unique relationship consumers have with brands right now. We’ve done 60 proprietary studies...

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Healthy Food Marketing: Legacy brands can 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 the start-up. It’s the era of the entrepreneur. So what does that mean for the legacy brands that have been around forever? They need to find a way to survive in this crazy digital age. And they need to do it quickly because consumers...

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Healthy Food Marketing: 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, keep consumers engaged and motivate them to take action over and over again. But how? How can you protect your brand in this crazy climate where even the most loved brands are quickly becoming commodities? And how can a brand begin to think about...

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Healthy Food Marketing: The Pumpkin Spice Phenomenon

The craze for the pumpkin spice latte (PSL) is hands down the most sought after limited time offering.   Since its inception at Starbucks, 13 years ago, there have been over 200 million pumpkin spice lattes sold. I have to admit, I don’t like the flavor of pumpkin in coffee! There I said it. But that doesn’t mean I don’t appreciate its incredible popularity and its massive role in food marketing. So I decide to explore. Is it the flavor? Is it nostalgia about the return of fall? Is it something to be excited about as we try to...

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Sparkling Water Is Far From Fizzing Out

The health-crazed nation may be spending less money on soda nowadays, but its still craving fizzy drinks.   Cue soda’s bubbly, healthier, replacement: sparkling water.   Between 2009 and 2014, the volume of carbonated bottled water sold in the U.S. has increased by 56.4 percent.   For consumers who are all about natural, minimally processed products, sparkling water appears to be the billion-dollar answer to our decade-long addiction to sugary soda. Sparkling water sales have spiked in the past few years. Between 2009 and 2014, the volume of carbonated bottled water sold in the U.S. has increased by 56.4...

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Has Coffee Marketing Become Health Food Marketing

We all know coffee is a full on phenomenon. It’s so much more than a way to get going in the morning. It’s a drink. It’s a dessert. And now it’s a health food.   Like so many other beverages, coffee brands are attempting to make exciting new brews and with the health benefits consumers crave. Brands like Purity Coffee, Jus by Julie, and Bullet Proof Coffee are attempting to make coffee and health synonymous and consumers are definitely paying attention.   Purity Coffee is a new brand that is on a quest to bring consumers “the world’s healthiest...

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Healthy Food Marketing: Personalization Is Key

  What all consumers, but especially the valuable health-conscious ones want most these days is personalization. They want to feel like marketers understand them, and more importantly listen to and appreciate them. But attaining this aspect of personalization is growing more and more difficult for healthy food marketing as the health food category grows. So, how do you make a product feel personal, while still appealing to the masses? There are some companies that are doing an incredible job, and are really leading by example in showing us where brands are headed. Two MIT grads, Richard Yau and Joe...

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