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Strategic Branding: Crafting an Image that Sets You Apart in the Marketplace

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SnackTeam
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Brand Image

Being unique in the highly competitive world of business-to-business marketing is a never-ending task. A strong brand image, though, can be your hidden asset. It’s about the whole essence of your brand, not just a memorable slogan or catchy logo because the first thing, in this competitive realm, that makes you stand out over the others is the logo of the brand. 

  • The Power of Perception

Branding is all about perception. How your B2B brand is perceived by your target audience can make all the difference. Whether you’re aiming for innovation, reliability, trustworthiness, or any other quality, your branding sets the stage for that perception.

  • Defining Your Unique Selling Proposition

A strong brand begins with a clear understanding of what makes your business unique. This unique selling proposition (USP) is what sets you apart from your competitors. It could be a particular service, a commitment to quality, or a unique approach to problem-solving. Your branding should reflect your USP.

  • Understanding Your Audience

Effective branding also means understanding your target audience. What are their pain points, their desires, and their values? Your brand should resonate with your audience’s needs and aspirations. The more you connect with them on a personal level, the stronger your branding.

  • Consistency Across All Touchpoints

Your brand image should be consistent across all touchpoints. This includes your website, marketing materials, social media, and even the way your employees present themselves. A consistent image builds trust and familiarity.

  • Crafting a Unique Visual Identity

Visual elements play a significant role in branding. A distinctive logo, color palette, and typography help create a memorable and recognizable brand. When a potential customer sees your logo, they should immediately associate it with your brand values and offerings.

  • Telling a Compelling Story

Your brand story is the narrative that encapsulates your journey, values, and mission. It’s the emotional core of your brand. A compelling story not only engages your audience but also helps them connect with your brand on a deeper level.

  • Adapting to Market Trends

Branding isn’t static. It should evolve with market trends and changing customer preferences. By staying attuned to the shifting landscape, you can ensure your brand remains relevant and appealing.

  • Monitoring and Measuring

Measuring the effectiveness of your branding efforts is essential. Utilize metrics such as customer feedback, market surveys, and website analytics to evaluate how well your brand is resonating with your target audience. Adjust your strategy as needed to maintain and enhance your brand’s impact.

Final Thoughts:

Strategic branding is your means of getting around the crowded marketing scene. It takes more than just coming up with a catchy tagline or logo to create a cohesive image that embodies your USP, connects with your target market, and tells a powerful tale. Maintaining your brand’s relevance and appeal requires both a flexible approach to market trends and a unified visual identity. In a crowded market, you can make sure your  brand stays unique by tracking and evaluating the results of your branding initiatives. Strategic branding will be essential to creating a strong and enduring brand presence in the ever-changing marketing landscape.

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Pret A Manger set to double presence in Germany by 2026, launches five new locations in Berlin for immediate expansion

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SnackTeam
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Pret A Manger
Pret A Manger

Pret A Manger, the British sandwich and coffee chain, is looking to expand its footprint in Germany by doubling its current presence, as reported by the World Coffee Portal.

In pursuit of this expansion, the sandwich and coffee chain has collaborated with franchisee PM Nord.

By the year’s end, the sandwich and coffee chain intends to launch five new eateries in Berlin.

The initial pair of the five locations are scheduled to open in November 2023. The first will be situated at Friedrichstrasse, a bustling cultural and retail center, while the second will be located at the Sony Center within The Playce at Potsdamer Platz.

The rest of the establishments are scheduled for Leipziger Platz, the shopping center at The Playce at Potsdamer Platz, and Steglitzer Schloßstraße.

In a statement, PM Nord said, “Following the success of our shops in German transport hubs, launching the Pret brand in downtown Berlin is a major milestone in our European expansion.

“We’ve long heard that locals would love to have a Pret in the city centre, so we’re delighted to be working with new franchise partner PM Nord GmbH to bring our freshly made food and organic coffee to more people and add something new to Berlin’s vibrant food-to-go scene.”

The coffee company made its debut in the German market in 2018 when it inaugurated its inaugural restaurant at Berlin Central Station. At present, it manages four establishments in Frankfurt, Berlin, and Düsseldorf.

The launch of these new restaurants aligns with Pret A Manger’s expansion strategy, aiming to double its brand presence by the year 2026.

Earlier this month, Pret A Manger established a new joint venture partnership with its current franchisee, Dallas International (Dallas), to accelerate the brand’s expansion in the United States.

The company’s objective is to broaden its presence through the establishment of new company-owned stores and the signing of additional franchise agreements.

The restaurant brand presently employs a staff of 9,900 team members across 15 international markets, which encompass Belgium, Canada, Dubai, France, Germany, Hong Kong, India, Italy, Kuwait, Luxembourg, Singapore, Switzerland, the UK, and the US.

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Kinder brings joy to Diwali celebrations with mix assortment packs

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SnackTeam
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Kinder Mix

Ferrero India, a division of the globally renowned Ferrero Group recognized for its sweet-packaged items, has unveiled the Kinder Mix Assortment Pack and Kinder Joy Multi-pack. This release marks a significant step in fortifying the seasonal gifting range of the Kinder Brand in India. Tailored for the festive gifting season, the Kinder Mix Assortment Pack and Kinder Joy Multi-pack are thoughtfully designed additions under the Kinder brand umbrella.

Diwali stands as one of the grandest celebrations of the year, a time when families and friends unite to revel in love and joy. Among the most cherished traditions during this festive season is the exchange of gifts. In the diverse landscape of the Indian market, confectionary options abound, ranging from traditional sweets to contemporary delicacies. While these choices cater to a wide range of age groups, only a select few manage to truly captivate a child’s heart. Witnessing the sheer delight that radiates from a child’s face when they receive a considerate gift from their elders is an incomparable and heartwarming sight. This not only brings immense happiness to the child but also elevates the overall festive spirit within the entire family.

With a strong focus on delighting children, Kinder brands has introduced two gifting choices: the Kinder Mix Assortment Pack and the Kinder Joy T3 Multi-pack. The Kinder Mix Assortment Pack comprises two Kinder Joys, one Kinder Creamy, and one Kinder Schoko-Bons Crispy, all crafted with high-quality ingredients.

Amedeo Aragona, marketing Head Indian Subcontinent – Kinder Brands said, “As a brand committed to delivering exceptional experiences through a blend of fun, genuine care, modernity, and balance, Kinder has consistently been a leader in crafting enjoyable moments for both families and their kids. The introduction of Kinder’s seasonal gifting choices further enhances this legacy, acknowledging India’s affinity for gifting and offering tailored selections during festive seasons.”

The assorted gift packs can be found at various prominent retail locations, encompassing modern trade, traditional stores, and e-commerce platforms, such as Amazon, Flipkart, Blinkit, and Big Basket.

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Zoomo and Uber Eats team up to transform food delivery in London with E-mopeds

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SnackTeam
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Zoomo

Zoomo, a leading electric fleet solutions provider, has joined forces with Uber Eats, the popular online food delivery platform, to enhance the availability of light electric vehicles for couriers in London.

Through this fresh collaboration, Zoomo will introduce high-performance E-mopeds to its product lineup, accompanied by discounted rates for their monthly and weekly rentals.

In an effort to combat emissions arising from food delivery services, Uber Eats couriers will benefit from reduced rental fees for top-notch E-mopeds during their first month of subscription. This promotion makes these E-mopeds available through Zoomo for just £149, inclusive of insurance.

This announcement aligns with Uber Eats’ ambitious objective of achieving 100% emission-free food delivery globally by 2040, with a specific focus on major European cities by 2030. Additionally, this partnership further bolsters Zoomo’s mission to shift urban transportation to light electric vehicles and improve courier access to cost-effective and efficient mobility solutions.

Nicolas de Juniac, UK general manager at Zoomo, said, “We admire Uber’s commitments to reduce the carbon footprint of food delivery trips. By joining forces with Uber Eats to enhance courier access to E-mopeds, we’re not only taking significant strides toward a greener delivery landscape but also setting the stage for a more sustainable and efficient industry – and this is just the beginning. We’re excited to work closely with Uber Eats, growing our partnership and leading the charge toward a brighter, eco-conscious future, all while empowering valued couriers. It’s a win-win-win partnership: for the environment, for our riders and for Zoomo.”

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Premier Foods acquires protein-rich breakfast brand Fuel10k in £34 Million deal

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SnackTeam
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Fuel10k

Premier Foods has revealed its acquisition of Fuel10k, a prominent breakfast brand, in a deal worth £34 million, further solidifying its foothold in the breakfast meal category.

Premier Foods is a large UK-based food manufacturer known for its extensive lineup of renowned brands, which includes household names such as Mr Kipling, Cadbury, and Batchelors. Building on its track record of acquisitions, the company has now added Fuel10k to its portfolio, following the acquisition of The Spice Tailor, an Indian and South East Asian meal kit brand, in July of the previous year.

Premier announced that the transaction, finalized on October 29, 2023, is poised to significantly bolster the company’s standing in the breakfast category, leveraging its prior accomplishment with the popular introduction of Ambrosia porridge pots.

The company is set to make an initial payment of £29.6 million, utilizing its existing cash reserves. Additionally, a minimum deferred payment of £4 million will become due in the fiscal year 2026/2027, with any potential increments contingent on meeting specific growth targets.

Premier referred to Fuel10k as a breakfast brand enriched with protein, labeling it as ‘on-trend’ in the statement that revealed the acquisition.

The brand’s product lineup encompasses granola, porridge, cookies, and a range of protein-rich snacks. Over the past three years, it has consistently achieved robust double-digit revenue growth. Its products are available through prominent UK retailers, convenience outlets, and online platforms.

Alex Whitehouse, chief executive officer of Premier Foods, said, “Possessing a differentiated category position, with its protein-enriched product range and appealing to a younger demographic, we expect to deliver significant further profitable growth of Fuel10k through the deployment of our successful branded growth model”.

Fuel10k’s Co-Founder, Barney Mauleverer, commented, “We are very excited to be passing the reigns on to the owner of such a great stable of UK brands. Having built the foundations from start-up, the FUEL10K brand is now primed to accelerate into the future and achieve even more great things.”

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Ecotone unveils Europe’s largest organic coffee and tea facility

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SnackTeam
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Ecotone

Ecotone, a producer of organic and plant-based food, has recently unveiled what the company asserts to be the largest 100% organic coffee and tea facility in Europe.

The company, which possesses brands in seven different countries, has introduced La Caféière with a €10 million investment in response to the increasing need for high-quality, organic hot beverages.

Supported by funding from the European Union and the European Agricultural Fund for Rural Development, La Caféière is a crucial element of Ecotone’s worldwide ‘Food for Biodiversity’ initiative, aimed at achieving the most rigorous environmental and sustainability criteria.

As stated by Ecotone, La Caféière’s roasting smoke burner reduces CO2 emissions by 30% when compared to conventional approaches. The facility is designed to enhance global sustainability standards through the use of green energy, efficient wetland water management, 100% LED lighting, and photovoltaic roof panels, all with the goal of making tea and coffee production as environmentally sustainable as possible.

The facility also adheres to a complete circularity policy, with 85% of all remaining materials being either recycled or repurposed into compost, and the remaining 15% are incinerated with energy recovery.

Ecotone stated that La Caféière’s suppliers engage in agricultural practices that surpass conventional organic standards. These practices encompass the cultivation of diverse plant species within each plot, ensuring fair income for small-scale producers, and active efforts by partner cooperatives to combat deforestation in their respective regions.

Over 60% of La Caféière’s sales will be comprised of Fairtrade certified products moving forward, with a goal to reach a level of over 70% Fair Trade coffee and tea within the next two years. The facility is set to annually produce 100 tonnes of tea and receive 3200 tonnes of organic coffee, resulting in the sale of 5.5 million units of organic coffee each year.

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FSSAI bolsters vigilance as Diwali approaches: Over 4,000 officers mobilized to safeguard sweets against adulteration

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SnackTeam
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Indian Sweets
Indian Sweets (Representative Image)

In order to monitor the potential adulteration of sweets during the Diwali festival, the Food Safety and Standards Authority of India (FSSAI) has instructed over 4,000 state-level officers to enhance their scrutiny of sweet vendors and producers nationwide.

In India, milk is the most frequently adulterated product, and since most sweets are crafted using dairy ingredients, they are often affected as well.

“Usually, consumption of sweets goes up during Diwali festival. We have directed our officers in the states and Union territories to intensify the surveillance of sweets to check on adulteration,” FSSAI CEO G Kamala Vardhana Rao told media on the sidelines of the Eat Right Summit.

State food safety officials have been tasked with the responsibility of conducting shop inspections and gathering samples to assess product quality. Additionally, they have been instructed to take appropriate measures against individuals or businesses found to be in violation of quality standards.

Meanwhile, the FSSAI has increased the number of surveillance samples to 1 lakh this year, and this will increase to 7 lakh next year, he added.

To check the quality of milk and milk products, Rao shared that a national survey is underway jointly by the National Dairy Development Board (NDDB) and the Quality Council of India.

The survey, which will collect about 10,000 samples, will be completed in a month, he added.

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Reliance elevates retail with grand opening of Jio World Plaza in Mumbai

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SnackTeam
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Jio World Plaza
Jio World Plaza

On Tuesday, Reliance Industries unveiled the Jio World Plaza in Mumbai’s BKC area, touting it as a versatile hub for retail, leisure, and dining experiences.

The multi-tiered JWP will open its doors to the public from November 1. According to the company, it is seamlessly connected to the Nita Mukesh Ambani Cultural Centre, the Jio World Convention Centre, and the Jio World Garden.

“Our envisioning of the Jio World Plaza is aimed at bringing the best global brands to India as well as highlighting the prowess and craftsmanship of top Indian brands; and hence create a very unique retail experience. Our pursuit of excellence, innovation, and enhancing customer experience continues to propel us in every venture.” Isha M Ambani, Director, Reliance Industries Limited, said.

The multi-tiered JWP will open its doors to the public from November 1. According to the company, it is seamlessly connected to the Nita Mukesh Ambani Cultural Centre, the Jio World Convention Centre, and the Jio World Garden.

Items crafted by renowned designers such as Manish Malhotra, Abu Jani-Sandeep Khosla, Rahul Mishra, Falguni and Shane Peacock, Ri By Ritu Kumar, and various others will also be offered for sale.

The Plaza’s design was a collaborative effort involving TVS, a US-based company.

“The shopping concourse is punctuated with meticulously placed sculptural columns, that act as a visual thread weaving design continuity into the fabric of the space. Marble-clad floors, soaring vaulted ceilings, and an artful play of soft lighting coalesce harmoniously to establish a backdrop that exemplifies the essence of luxury,” the statement read.

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Walmart unveils plan to revamp 1,400 stores with $9 Billion investment

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SnackTeam
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Walmart
Walmart (Representative Image)

On Monday, Walmart, the U.S. retail chain, announced a $9 billion investment over two years to revamp and modernize certain U.S. stores, focusing on enhanced layouts, wider product offerings, and the integration of new technological advancements.

Walmart announced in a statement that on Friday, it will unveil the upgraded features in 117 stores located across 30 states, reflecting an investment exceeding $500 million. The company intends to modernize over 1,400 out of its 4,717 Walmart stores nationwide. It’s important to note that these renovations will not extend to its warehouse club chain, Sam’s Club, as confirmed by a spokesperson.

“These construction investments allow us to create more local jobs and make it easier for our associates to get customers what they want, when they want it,” John Furner, chief executive officer of Walmart’s U.S. business said.

Walmart’s affordable and narrow-margin grocery offerings have proven highly popular among Americans grappling with significant food price inflation, particularly in items such as eggs, protein, and chocolate, during the preceding two years. Notably, in 2022, the company achieved record-breaking sales, exceeding $600 billion.

The retailer, headquartered in Bentonville, Arkansas, is now aiming to transform its identity from being solely a deep-discount store to a place where customers can also buy stylish home goods and clothing, becoming a sought-after destination for these items.

As a part of these initiatives, the company trialed revamped concept stores known as “Stores of the Future” in select Walmart Supercenters, including one in Teterboro, New Jersey, earlier this year. Company executives have previously reported the success of this concept, resulting in same-store sales increases of a few percentage points, and in the case of Teterboro, a remarkable upsurge of as much as 20%.

According to a Walmart spokesperson, the investments made on Monday signify the nationwide implementation of this concept.

The improved stores will feature revitalized interiors and exteriors, including fresh paint, upgraded flooring, modernized restroom facilities, LED lighting, and new signage designed to enhance brightness and facilitate easier navigation throughout the stores, as per the company’s statement.

Customers will also notice expanded checkout choices, such as staffed lanes and self-checkout stations, as well as an increased selection of grab-and-go food and beverage options within the grocery sections.

The stores will also feature larger pharmacies equipped with private screening rooms for pharmacist consultations and services. Additionally, digital screens and QR codes will be available to provide information about Walmart’s online services, as stated by the company.

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Halloween candy prices soar amidst global sugar and cocoa shortage, impending El Niño threatens to worsen situation

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SnackTeam
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Halloween candy
Halloween candy (Representative Image)

This year, Halloween candy prices are soaring as consumers grapple with the consequences of a worldwide shortage of sugar and cocoa.

Unfavorable weather conditions spanning from West Africa to India have given rise to deficits in the two essential crops used by chocolate and candy manufacturers. The impending El Niño weather phenomenon may exacerbate the situation by introducing drier conditions, potentially hindering production in the newly commenced season.

The bleak prospects for crops have recently driven wholesale cocoa prices to their highest point in nearly 45 years and sugar prices to the highest in over a decade. This has added to the expenses of producing holiday treats in preparation for Christmas. Both Halloween and Christmas are pivotal periods for candy sales, and it’s anticipated that US consumers will spend 9.2% more on sugar and sweets this year, surpassing the 5.8% increase in overall food prices.

“I would expect to see higher Halloween prices, but certainly higher Christmas and probably Valentine’s prices,” said Andrew Moriarty, Mintec’s US director of commodity insights.

Based on a report from the National Retail Foundation, it is projected that Americans will allocate $3.6 billion to candy purchases this Halloween, a notable increase from the $3.1 billion spent in 2022.

The inclination toward pricier candy is mirrored in developed economies worldwide, as evidenced by a 13% rise in confectionery costs in the UK in September compared to the previous year. Similarly, in Germany, products such as chocolate bars and gummy bears saw a substantial price increase of over 19% in the same month.

David Branch, the Vice President of Wells Fargo’s Agri-Food Institute, opines that while the surge in sugar prices is a significant contributor to the rise in candy costs, it is not the exclusive factor at play.

“The cost of ingredients is up by a lot, inflation is up and transportation costs are higher than they were two years ago. The rising prices of raw materials play a part, but you can’t pinpoint the rise in candy costs to one factor,” he said.

Nonetheless, Branch points to climate change in West Africa as a primary factor prompting major chocolate companies such as Hershey Co. to increase their prices this year.

This poses a challenge for stores like Economy Candy, which proudly claims to be the oldest candy shop in New York City. The week leading up to Halloween represents the peak of the store’s annual business, but according to Mitchell Cohen, the third-generation owner, profits will be impacted this holiday season.

Mitchell Cohen mentioned that his candy suppliers have increased prices on as many as eight occasions since 2020, shifting from their typical 1% to 2% increment every few years to a substantial 10% to 20% hike within just three years. At present, he is maintaining stable prices to satisfy trick-or-treaters, but he acknowledges that this decision may result in reduced profits for the business.

“We have a big selection of Hershey, KitKat and candy that people love to eat, but these things pre-pandemic cost us 60-65 cents, now I can’t get any of it for less than a dollar,” Cohen said.

Furthermore, it’s worth noting that the impact of increased raw material costs on candy prices can take several months to materialize. Therefore, even though the prices of sugar and cocoa continued to rise in the third quarter, the full effects may not be experienced until a later point in time.

“A lot of the time, the price that is actually going into the Halloween candy might be from several months ago when the price still wasn’t as high as it is now,” said Moriarty from Mintec.

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