Brand Building

October 31, 2017

Meet Millennials Where They Shop

Here’s a hint: it’s probably not the supermarket. The millennials. A segment so large and diverse, it seems almost silly to call it a segment at all. But as a group—in spite of their vast differences—millennials all share one very important thing: immense spending power. And they’re not using it like their parents did.

October 18, 2017

6 Factors Driving the Future of Brand Building

At Seed, we are charged with helping our clients develop meaningful innovation that helps grow their business. The classic approach to innovation has always focused on new product development as the primary driver of brand growth. However, ongoing changes in consumer behavior and retail channels have flipped the classic approach to brand building on its head

February 28, 2017

6 Ways Successful Concepts Can Turn Into Failed Products

Before joining Seed Strategy, I worked as an analyst at Nielsen BASES where I learned countless lessons about testing, forecasting and launching new products. Without a doubt, one of the biggest lessons I learned was that research results never guarantee in-market success. Even the best-performing concepts can crash and burn in the real world.

October 19, 2016

Striking a New Emotional Chord

Nearly all brands realize the importance of making an emotional connection with consumers, but the most successful ones are taking a more creative route, weaving emotional elements into their communication in a way that goes beyond the traditional.

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