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Reviving Legacy Brands

Jamie Allebach
Jamie Allebach Chief Executive & Creative Officer

Feelin’ tired and old? The kids aren’t making time for you. Nobody cares about you anymore. All that’s left to talk about are your “old” glory days?

You may have been “all that” back in the day, but now you’re a legacy brand that seems to have lost its luster with consumers.

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Plant-Based goes Incogmeato

Scott Cooter
Scott Cooter Creative Director / Senior Copywriter

No, that’s not a typo – Incogmeato’s a clever new brand name for a new line of plant-based burgers, brats and Italian sausage poised to begin hitting backyard grills across America during the next few months, just in time for prime grilling season. As the name suggests, the goal for the products was that they be indistinguishable from their traditional meat-based counterparts.
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Innovate or Die

Jamie Allebach
Jamie Allebach Chief Executive & Creative Officer

We are living in very unique times for food and beverage brands. In years past, brands could simply keep producing and selling the same old “go-to’s” year after year. Sometimes decade after decade. And maybe come up with a new twist, flavor, or product extension every few years.
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Kiss My Sass

Scott Cooter
Scott Cooter Creative Director / Senior Copywriter

Snack-naming trends

Consumer attitudes toward snacking are changing, driven in a large part by the millennial audience. Where older generations viewed snacks as guilty pleasures, millennials’ insistence on socially aware, better-for-you food has created cross-over snacks requiring no discretion.
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Are You Not Entertaining?

Jamie Allebach
Jamie Allebach Chief Executive & Creative Officer

I see soooo many food and beverage brands just pushing out the same old content on social media…nice food pic, talk about how great my brand is, more food pics, maybe a happy kid, throw in a packaging shot or two…predictable, boring, and most importantly …UNEFFECTIVE!
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Hello…Is Your Brand There?

Jamie Allebach
Jamie Allebach Chief Executive & Creative Officer

When consumers are looking…is your CPG food or beverage brand anywhere to be found?

In order to be found, you have to occupy space in two places: 1) in the minds of consumers, and 2) on the shelf at retail.
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Are You Dateable?

Jamie Allebach
Jamie Allebach Chief Executive & Creative Officer

No, seriously—would you date your brand? Humans are designed for personal interaction with each other. Basic attraction, compatibility, and the desire for relationships are what draw us together.
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Is Your Brand Worth Talking About

Jamie Allebach
Jamie Allebach Chief Executive & Creative Officer

Food and beverage brand managers often dream of the idea that consumers are having wonderful conversations about their brand. That people everywhere are sharing the good news of the glory of their brand. Telling all their friends. Sharing on social media. Talking to strangers in the supermarket.
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What Are Your Ownable Brand Assets?

Jamie Allebach
Jamie Allebach Chief Executive & Creative Officer

Think about your ownable brand assets that are distinctively yours, and no other brand can claim. It may be your name, logo, art, icon/symbol, personality, jingle, packaging, tagline, etc. Do you have such assets, AND, are you leveraging these assets to their fullest?
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