Auntie Anne's’ Post

More and more businesses are choosing NPD or brand innovation vs brand acquisition. Re-invigorating a legacy brand can be an easy quick win.

Would PepsiCo/Frito-Lay have spent $1.2 billion on a narrow product-focused brand named Must B Nutty? ` Pepsi's acquisition of Siete Family Foods is big on many levels - for the Garza family, minority-owned brands, better-for-your products. Additionally, Siete serves as an important lesson in the power of branding and positioning for early stage businesses. Here's what I think is remarkable about their success story: 🥜 Product-centric Beginnings 🥜 Like many early stage brands, Siete treated their product as the hero, and rightly so because if the product doesn't perform, there's no hope for having a brand. So when it came time to giving their product a brand name, they chose “Must B Nutty” - a reflection of their almond-based tortillas. Many brands chart this path - just think back to the recent wave of keto brands where many integrated keto or some derivation into their name (Keto pint, keto krisp, perfect keto, kiss my keto). Even descriptive parts of a brand name are destined for expiration - ex: Starbucks (coffee), Dunkin' (donuts). So although product centric names are a route many choose to take, this path stymies potential innovation, often commoditizes brands and almost always limits broader, long-term potential and thinking. 📖 Bigger Story Telling 📖 As Siete's almond-based tortillas found traction and product-market fit, the founders began to look upstream and quickly realized the folly of their name and its limited ambitions. As Adam Spriggs beautifully outlines in a post about Siete, he and many others advised the company to pursue a new name. Ultimately the Garza family landed on Siete, a nod to the seven family members and their Mexican-american heritage. The family component and overall authenticity of the brand's story amplified much of the brands lore. The new name symbolically represented an awakening, that it sells much more than just food and with a bigger story came bigger potential. 📣 Design as Amplifier 📣 The Siete brandmark features a heron, which itself translates to “Garza” in Spanish. The packaging patterns, particularly on the tortilla chips, is inspired by the vibrant patterns and colors often seen in Mexican blankets (sarapes). Altogether, the design elements reflect the brand’s connection to its Mexican-American roots and evokes a sense of warmth, family, and culture. Design amplifies this bigger narrative and simultaneously helps the products standout in crowded categories. It's remarkable to think Siete was founded in 2014 under a completely different name and proposition and that a decade later it would serve as a textbook example of adaptation and evolution. Every brand starts somewhere, and in CPG it's often with a single product and a humble dream. Evolving along the way can be the difference between obscurity and success. #branding #packaging #design #cpg #acquisition #siete #pepsi #rebrand #naming #product #storytelling

Making food and beverage brands ShelfHappy® Helping marketers achieve great results. Family (and friends) Branding is renowned for creating ShelfHappy® brands, focusing on strategic branding and design to enhance food and beverage brands' visibility and appeal on retail shelves. Their expertise lies in making brands stand out, driving sales and market success. ShelfHappy® can significantly benefit food and beverage brands by enhancing brand visibility and appeal on retail shelves. This approach helps in creating distinctive and memorable packaging that stands out, potentially increasing impulse purchases and overall brand effectiveness. By focusing on strategic branding and design, ShelfHappy® aids in capturing consumer attention and fostering brand loyalty, ultimately driving sales and market success.

My Expertise in Liquor Brand Development Here is a glimpse into a comprehensive brand plan I developed for JottShots!, a pioneering ready-to-drink (RTD) jello-shot brand. This plan was crafted a few years ago to ensure a successful market entry and growth strategy within the cpmpetative RTD market. Key Highlights: 1. Innovative Product Positioning: JottShots! revolutionizes the traditional jello-shot experience with a mess-free, self-contained dispensing vessel. Our brand motto, “Push Up & Party On,” encapsulates the youthful and exuberant spirit we aim to deliver. 2. Strategic Market Penetration: The plan outlined a detailed B2B and B2C marketing approach to capture and retain consumers, turning JottShots! into a staple in both party scenes and retail outlets. Our initial six-month goal was to achieve significant market penetration and saturation in targeted areas. 3. Consumer-Centric Approach: Understanding consumer pain points, JottShots! addressed issues like mess, refrigeration needs, and complicated preparation. This focus not only differentiated us from other RTD products but also expanded our appeal beyond traditional settings like house parties and dorm rooms. 4. Economic Resilience: Leveraging insights on alcohol consumption trends, especially during economic downturns, we positioned JottShots! to capitalize on consistent market demand. Our robust planning ensured adaptability and growth regardless of economic conditions. 5. Regulatory Compliance: Navigating state-specific regulations was a critical component. The experienced JottShots! team ensured adherence to all necessary guidelines, laying a foundation for scalable growth across new markets. By implementing this plan, we projected a 100% increase in brand value through effective market penetration, consumer retention, and conversion to retail sales. This experience not only showcases my ability to develop and execute detailed brand strategies but also underscores my deep understanding of the liquor industry’s dynamics. Let's connect! If you’re interested in discussing more about brand development or the liquor industry, feel free to reach out. #BrandDevelopment #LiquorIndustry #MarketingStrategy #Innovation #ConsumerEngagement #BusinessGrowth

Are the days of building a brand alone over...??? In today's hyper-competitive market, licensing has evolved from a behind-the-scenes strategy to a major marketing lever. And studies show, collaboration works. Licensing collaborations not only create a lot of conversation, but also further increase consumer engagement with brands With regulatory hurdles easing and consumers more willing to try crossover products, beverage brands are embracing opportunities like never before. Non-alcoholic brands like The Coca-Cola Company and LIPTON Teas and Infusions are finding new homes in the alcohol segment, while alcoholic brands are infusing their flavors into the confectionery and soft drink space. I’m thrilled to see how licensing is pushing boundaries, giving brands the chance to experiment with flavors, formats, and entirely new categories. What are some of the best collaborations you have seen recently? #beverage #beverageindustry

THE POWER OF PARTNERSHIP VitaminWater is a brand of enhanced water beverages that was created by J. Darius Bikoff in the late 1990s. The brand gained significant popularity and success after partnering with rapper Curtis "50 Cent" Jackson in 2004. In 2004, 50 Cent signed a deal with Glacéau, the parent company of VitaminWater, to become a minority shareholder and brand ambassador. As part of the deal, 50 Cent worked closely with the company to develop a new flavor called "Formula 50," which was inspired by his own personal formula for success. The flavor was a hit and became one of VitaminWater's most popular products. 50 Cent's involvement with VitaminWater went beyond being a spokesperson. He played an active role in marketing and promoting the brand, using his celebrity status to generate buzz and increase sales. His partnership with VitaminWater was highly successful, and it helped propel the brand to new heights. In 2007, The Coca-Cola Company acquired Glacéau, including the VitaminWater brand, for a reported $4.1 billion. This acquisition further solidified VitaminWater's position in the beverage market and provided 50 Cent with a substantial financial gain. It has been estimated that his minority stake in the company earned him around $100 million from the deal. The collaboration between 50 Cent and VitaminWater was seen as a groundbreaking example of the power of celebrity endorsements in the beverage industry. It showcased how a well-known figure could not only promote a product but also actively contribute to its development and success. Since then, VitaminWater has continued to expand its product line and remains a popular brand of enhanced water beverages. While 50 Cent is no longer directly involved with the company, his partnership with VitaminWater remains a significant part of his entrepreneurial success story.

I once had to explain to someone that without brand equity, there is no brand. The importance and 'investment' that stakeholders put into your name and identity is the reason why we don't all just put our products on the shelf in plain white paper bags. There are lots of ways that Diageo's brands could retaliate and attempt to build back that market share, but if it lessens the emotional stock customers have in your brand, makes employees less proud to work there or even (heaven forbid) reduces the quality of the product, is impacting brand equity really worth it? https://lnkd.in/eHbY6jyF

Many brands are frustrated by the challenges of the distribution landscape—whether it’s distributor consolidation, overcrowded brand portfolios, or the perception that only massive financial investments can secure priority from their distributors. But these frustrations often miss the mark. The real issue? It’s not the distribution system itself—it’s the strategy behind it. Too many brands view distribution as a hurdle to overcome, rather than the powerful growth engine it can be. The most successful brands? They don’t blame the landscape—they build systems that turn distribution into a competitive advantage. Instead of waiting for distributors to prioritize them, they implement strategies that make them indispensable. Take Surfside RTD Cocktails as a prime example. Founded by the team behind Stateside Vodka, Surfside had a clear vision from day one—to scale into a national brand. Their success? In 2023 alone, they sold 1.3 million cases, growing +563% year-over-year. Remarkably, they achieved this while being distributed in just seven states at the time. And they’re not slowing down—Surfside is projected to sell between 4 to 4.5 million cases this year. You don’t reach that level of growth without maximizing your distribution network and turning it into a force for success. The momentum didn’t stop there. Surfside quickly became the highest velocity-selling spirits-based RTD per retail outlet, averaging 2.5 cases sold per minute. To achieve that kind of rapid velocity, a brand needs to create immense retailer and consumer engagement. But here’s the key—you can’t generate that level of engagement without having your distributors fully aligned with your brand strategy and business plan. Surfside’s ability to effectively align their distribution partners with their vision was critical to their success. Today, they’ve scaled distribution to 48 states, further proving that their distribution strategy was at the core of their rapid expansion. Here’s the takeaway: Distribution isn’t just logistics—it’s the engine that powers your brand’s growth, if you know how to leverage it. I’ve had the privilege of helping brands by creating and implementing strategic distribution systems that align with impactful brand strategies and business plans. These elements create the blueprint for scalability, forming the foundation for regional and national success. When distribution is aligned with a clear vision and strategy, it becomes a powerful driver of growth and long-term success. If you’re feeling frustrated by the complexities or conditions of the distribution landscape, it’s not a dead-end—it’s an untapped opportunity. With the right systems in place, distribution can transform from a challenge into your most valuable resource, driving performance, growth, and brand success. Reach out if you're ready to unlock the full potential of your distribution network and build the systems that will turn your brand into a market leader. #DistributionStrategy

In marketing terms, category extensions and new products are fab! They give the sense of a dynamism and action, offering something new and being inventive, but are they effective long term? Once the novelty factor diminishes, do consumers continue to buy the new products, or should brands be realistic about adopting a "move fast and break things" approach where certain lines are allowed to fall by the wayside? Coca-Cola's method of extending its beverage lines by buying smaller companies often sees sales spike then fall away again, leading to Coke shuttering or selling off hundreds of underperforming brands - is the same thing true of brands that put in additional own lines? For my money, Premier Foods are asking the right questions and searching for the "fit" with the brand but there's always a concern that once the initial novelty boost has worn off, the required ongoing support to maintain the sales position must be carefully weighed against the benefit to both the brand and the financial return. https://lnkd.in/ex8Ax2kB

We are looking for Brand Champions as they are in high demand and are getting top market salaries. We love serving the QSR industry in which each of us were born and raised. Our clients are premier operators of their respective brands, and are the industries top leaders and mentors. We are grateful to have them as partners. Don't see your brand--no worries, below is a list of our client's brands: Wendy's, Taco Bell, Popeyes, Dunkin', Pizza Hut, Burger King, Little Caesars, Freddy's, Wing Stop, Jersey Mike's, Ted's Hot Dogs, McDonalds, Church's, Arby's, and Tim Horton's. What is a Brand Champion? 1. BRAND TENURE: You have been with your brand for a minimum of at least five consecutive years. The longer the tenure and the bigger your responsibilities are, the more your value is to that brand. 2. FIRST JOB WAS WITH THE BRAND: If your were "born and raised," in that brand, (crew to current role) you will find that brand loyalty is still highly rewarded when it is combined with strong performance. -this is a strong value multiplier. 3. STILL INSPIRING AND BEING INSPIRED: Your DESIRE to SUCCEED within the brand beams from within and you have gained incredible knowledge about your brand's Operations Procedures. You have probably actually read the OPM at some point. When two of your peers are trying to settle an argument on a procedure or task, YOUR THE ONE THEY CALL. 4. SAVE THE DAY TEST: If you cannot walk into one of your brand's restaurants and very quickly turn a chaotic lunch rush into an successful shift, then sorry your not a Brand Champion. If you can't save the day, you will not earn the respect as a Brand Champion. QSR is all about "showing," it is all about ACTION. 5. TOP 10% BRAND AUDIT PERFORMER You don't fail food safety or Brand Audits-this is because you live the standard ALL THE TIME, not just when Steritech is in town. 6. BRAND SYSTEMS EXPERT: You fully understand the systems of your brand, and more importantly you can TEACH your brand's systems, both Financial and Operations Systems. 7. PEOPLE DEVELOPER: You have developed many leaders at every level within the brand, and they too are now Brand Champions. (Building your Legacy) 8. PERFORMANCE ALWAYS MATTERS: You must be able to show a track record of performance. Consistently in at least the top 25% of your company's rankings. If you are a Brand Champion I recommend that you pipeline at Drive-thrulane.com. If you're happy where you are at that is fantastic, but you have earned the right to see what opportunities exist for someone with your high caliber resume, and what kind of value your hard earned experience can earn when working for a high-level QSR Group that goes after serious talent. #qsr #experience #matters #qsropportunities #qsrjobboard