Branding Articles

You Are Not Your Target Audience

If you are a packer/processor, when is the last time you did a store check through the eyes of the consumer? I am talking about standing in front of a retail meat case and really looking at your branded items — not from your perspective of everything that goes into...

Keep Marketing During Tough Times

Don’t Disappear Now: Why Meat Brands Must Keep Marketing Through the Chaos If you’re a CEO, CMO or VP of Marketing in the meat industry, you’re probably feeling the heat right now. Supply issues, market volatility, economic whispers of a slowdown, tariffs, fluctuating...

Community Management and Social Listening

Community Management and Social Listening: Protecting Your Brand Identity and Reputation Every day it seems something is changing within the digital landscape. The recent announcement by Mark Zuckerberg to cease fact-checking on Facebook and Instagram has raised...

Margins, Market Share and the Value of Branding

As the U.S. beef cattle herd continues to rebuild, consumers will continue to see high prices and packers will continue to battle low margins. Weather conditions and low cattle supplies are pushing live cattle prices higher, putting the squeeze on an industry that...

Keep Marketing During Tough Times

Keep Marketing During Tough Times

Jun 23, 2025

Don’t Disappear Now: Why Meat Brands Must Keep Marketing Through the Chaos If you’re a CEO, CMO or VP of Marketing in...

Community Management and Social Listening

Community Management and Social Listening

Jan 28, 2025

Community Management and Social Listening: Protecting Your Brand Identity and Reputation Every day it seems something...

Margins, Market Share and the Value of Branding

Margins, Market Share and the Value of Branding

Oct 3, 2023

As the U.S. beef cattle herd continues to rebuild, consumers will continue to see high prices and packers will...

Promoting American Branding During Turbulent Times

Promoting American Branding During Turbulent Times

Jul 11, 2023

The hyperfragmentation of American culture isn’t novel. The political and cultural division in the country is visible...

Use Brand Power To Grow Revenue And Loyalty In Fresh Meat

Nov 16, 2020

Historically, fresh meat – especially beef – has been sold as a commodity with no brand labeling. Today, the meat case...

If your meat product doesn’t have a story you might as well dig a hole

Jun 19, 2019

This spring I was on the road six out of eight weeks, which is a lot for me. I attended three conferences and led a...