Branding An Innovative New Product

James Glover - September 30, 2014

Strategy

Listen to our featured Those Branding Guys radio show podcast: The Branding of Heavenly Fodder

Hello, I’m Jim Glover, That Branding Guy, for Once a Day Marketing™. On our radio show Ask Those Branding Guys, we discussed branding for an innovative new company.

Joining us on the show were Rebecca Flores and Mark Evanko, owners and founders of Heavenly Fodder. They created an environmentally friendly, innovative way to hydroponically grow a feed product which is intended for people as well as pets and livestock. Their process uses significantly less water than growing hay.

Evanko is currently working with farmers and ranchers as well as consumer outlets to distribute Heavenly Fodder’s wheatgrass, oats and barley as an alternative to hay for livestock. Their wheatgrass product may also be turned into a juice that health conscious people can enjoy and is currently available at New Mexico outlets of Kiva Juice.

Evanko indicated that reaching out to the distinctive target audiences and initial set up cost of the product are among Heavenly Fodder’s branding and operational challenges.

For this new company, Those Branding Guys recommended that Mark define his brand positioning and work to set himself apart from his competitors. They discussed Heavenly Fodder’s website and opportunities to focus on each target segment and create an emotional message that will resonate with each group, keeping in mind that every segment may have separate needs.

To further differentiate in the marketplace, Those Branding Guys shared that it is critical to connect with customers and let them know why the product is important to them. 

Enjoy the show.

Once a Day Marketing™ positions brands to become #1 in the minds of target customers. Visit our website at www.onceadaymarketing.com. Contact James Glover at (505) 501-1330 or email glover@onceadaymarketing.com. Listen to Ask Those Branding Guys™ every Monday at 11:00am (MDT) streaming live on SantaFe.com KVSF 101.5 FM.

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