IMG Brandwire: Branding and PR Resources
A valuable resource for
companies in the healthy lifestyles industry. IMG Brandwire
features timely articles, market research, and innovative
ideas about how to market your products and services
with greater success.

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In this presentation, created for the influential specialty retailer
and manufacturer audience at the 54th Annual Summer
Fancy Food Show, Jeff Hilton discusses
brand building and positioning. Presented
from 10:30 a.m. to 12 noon on Sunday, June 29,
2008 at the Jacob K. Javits Center in New York
City.
View the presentation. |

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Knowing your consumer
is the first rule to successful marketing. Let's
face it, you don't target people and market to
them. That doesn't work. You communicate with
them in a marketplace setting. That's marketing
today. But it's impossible to communicate if
you don't know who you're talking to. Allow us
to introduce you. |

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There has been tremendous growth in the organics category. But
consumers are largely overwhelmed and confused by organic claims,
standards, ingredients and certifications. To differentiate your
brand, it is essential to clearly and consistently communicate
the perceived product benefits of organics so there is a compelling
reason for the consumer to choose your brand. |

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The statistics for success in the U.S. market are both startling
and sobering: The odds are stacked against a successful
launch. But there is hope and opportunity. Avoid
common mistakes and learn the cornerstones for
success with this presentation.
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What
Every Marketer Should Know About FTC Advertising Compliance
From the August 2004 issue
of Functional Foods & Nutraceuticals
How to Create Advertising that Sells
In today’s increasingly volatile
business environment, it becomes essential for companies
to spend advertising dollars wisely. Learn these concrete
ways to improve your chances of developing successful advertising.
Keys to Effective Brand Building
Building a strong
brand personality and compelling product positioning
has never been more important or at the same time more
difficult to accomplish. See why branding matters.
The Science of Marketing:
Reaching Consumers With a Science-based Message
As manufacturers scramble to generate
scientific evidence to support health claims, the question
arises "What is the optimal way to market products which are science-driven
to a new, more skeptical consumer?" Learn how to understand your
customers.
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