Brand Relations: branding and marketing Richard Horwell is the managing director of Brand Relations, a food and drink specialist consultancy that focuses on development, branding and marketing.
We are seeing consumer buying habits changing. When they are doing their week shopping for food and drink, consumers increasing concerned with functionality and health. In the past, it was much more about buying into a lifestyle that a drink or snack brand offered, rather than the product itself.
There are no rules about where a business idea can be born, and some of the best begin in a kitchen. We recently developed a healthy soft drink based on stinging nettles. The recipe was one that had been in the founder’s family for generations.
Every startup founder needs to keep in mind that branding is as important as the product itself. Of a first-time purchase is based on the branding: it’s why a consumer will pick your product over their regular choice or your competition
Having been behind over 100 brands, I have seen far too many entrepreneurs think they can handle the sales and marketing themselves, without any help or funding.
When considering the possibility of starting a business many people look at the Food & Drink sector as a starting point. Some people have a genuinely innovative idea. But what will it cost to bring to market? It is all too common to believe that you can start up your own drinks brand on a shoestring
The key reasons people cite for buying a zero-alcohol drinks are: health (including weight loss and disease prevention), wanting to be able to drive, and saving money. There are some great low alcohol beers (technically they are not alcohol free) but just because the beer brewers have got it right doesn’t mean the spirits market has hit the spot.
Many people have a treasured family recipe, or perhaps a dish inspired by something tasted on holiday, that they believe will take the food and drinks market by storm. However most home-prepared recipes cant simply be moved from the kitchen to the factory