Elham Eghbali’s Post

What's a ShelfHappy® brand? In our opinion, it's a brand that's been through a fairly rigorous self-diagnosis, sharpening of its key assets and brand codes. 'The shelf' isn't just a brick destination anymore, shelf also means the digital shelf, and the one held in our minds. ShelfHappy® by Family (and friends) is what we do, day in, day out, to help our clients succeed in the FMCG marketplace. We can help define your insights, big ideas, brand personality, key visual assets, your messages and the world beyond the pack. #shelfhappy #healthyandhappybrands #fmcgbranding #bestpracticebranding alex durbridge Cafédirect Plc Purity Soft Drinks Varofoods Companyofanimals Mornflake Mighty Oats Veg of Lund U.K.

Caught a Diet Coke commercial that stole my heart! 🥤 Its brilliant branding resonates with me. Watch to discover why it's my absolute favorite and what it teaches us about the art of branding. 🌟 #clutchcreative #brandingmatters #visualidentity #brandperception #marketpositioning #brandstrategy #packagingdesign #brandimage #impactfulbranding #businessvisibility #brandawareness #marketingessentials #brandimpact #effectivebranding #brandstorytelling #signaturebranding

Your delicious creations deserve to be seen! Let's create a brand image that speaks to their hearts. Quality is just the beginning, let your brand tell your story! DM me and let's talk about how to make it shine! #BrandYourCreations #FoodAndBeverageBranding #StandOutWithBranding #marketing #strategy #BrandShyp #CaptivateYourAudience #TellYourStory #QualityMeetsBranding #startupsuccess #texas #srilanka

Short article that is worth reading and should be thought provoking for many brands. I've been a fan of the The Honest Company shampoos that come in a milk carton as an example of this trend. The new Nestlé Coffeemate creamers in aerosol cans leverage this as well. An unexpected form factor, but one consumers already know how to use easily, can be very powerful. Brands get the return of being interesting / disruptive with much less risk of retailer or consumer usability issues. CPG's should be challenging themselves and their vendors to see how they can leverage this tactic.

Nice concept and I love the design. However, I’m concerned as it seems like an actual product just not a concept. Only 35% water, 21% SCOBY (no way, if it is I am impressed), 21% pomegranate (presuming it's juice), and 19% tea, which assuming is brewed tea (mostly water). The 4% sugar might be the only thing accurate, but the rest raises questions. These may seem technicalities, but accuracy is important especially when you are putting on the front label. As a food industry professional, I find this concerning, as a consumer I find it misleading. The design is beautiful, but the labeling needs to be accurate. What are your thoughts?

Is Your Brand Stuck in Functional Competition? Here’s the Way Out. In today’s crowded food industry, many brands find themselves stuck in functional competition – competing on the same features, benefits, or pricing. While important, these functional attributes often lead to a race to the bottom, where differentiation becomes harder, margins thinner, and consumer loyalty weaker. Consumers are no longer satisfied with just functionality. They crave experiences that go beyond basic needs – experiences that evoke emotions, create memories, and make them feel something. And this is where many brands fall short. At BRAND AVIATORS, we believe the solution lies in crafting holistic emotional food product experiences. Imagine a product that doesn’t just taste good but makes consumers feel joy, comfort, excitement, or nostalgia. A product that creates an emotional connection through its flavor, texture, packaging, and story – turning food into a full sensory experience that resonates on a deeper level. Brands that embrace this emotional approach stand out in a sea of sameness. They aren’t just competing on functionality anymore – they’re building long-term loyalty by offering something truly irreplaceable: an emotional connection. The future of food is emotional, and brands that can tap into this will not only survive but thrive. Are you ready to break free from functional competition and create experiences that consumers will never forget? #brandexperience #flavorcompanies #foodinnovation

Marketers know better than anyone that it’s not just the product that matters—but how you create attention to and engagement with the product. This is more relevant than ever, as brands try to break through the enormous clutter and make a lasting impression. Standing out, whether it’s on a store shelf or online, is not easy. 
 
To address the attention issue, some consumer goods brands are utilizing “chaos packaging,” where they create clever and unexpected packages for their products, like sunscreen in a whipped cream can or gin in a motor oil container. In this way, the package attempts to draw attention and start a conversation.    
Has any “chaos packaging” caught your attention recently?  What do you think about it? Is it merely gimmicky or truly innovative? https://lnkd.in/dXmUWmgt

Brands really struggle with purpose statements. They struggle because they’re told that they need to be about how their brand is better than everyone else, and how they’re going to change the world etc… Yeah, great if you’re Apple or Tesla, but 99.999% of brands aren’t. Most brands sell simple products for people who want them to simply do their job. This is where most brands go wrong, they try to force a purpose when in truth, all a brand purpose needs to do is represent something bigger than the brand itself. Last year the CEO of Unilever got a lot of pushback for saying that brands that “didn’t have a clear purpose” weren’t welcome in their 400-brand portfolio. With critics commenting that it was naive to assume that Hellman’s Mayonnaise (one of their brands), needs to have a brand purpose. But here is how Hellman’s showed that even the most boring brands can represent something greater: “Born in a NY Deli back in 1913, Hellmann’s purpose is to help people enjoy good, honest food, for the simple pleasure it is, without worry or waste. Made with real, simple quality ingredients and true expertise and craftsmanship, Hellmann’s is the World’s No 1 mayonnaise.” Simple, they aren’t promising world peace…they are promising to keep things simple, and do their bit to prevent food being wasted. It doesn’t feel forced, but yet it represents something bigger than mayonnaise.

💡Here's a quick reminder for cannabis brands: Don't abandon your roots for fleeting trends. Classic products have stood the test of time for a reason—they're familiar, trusted, and loved by many. But that doesn’t mean you shouldn’t innovate. The magic happens when you blend tradition with modern twists. Think infused pre-rolls or flower strains with unique terpene profiles. This approach not only appeals to longtime enthusiasts but also piques the curiosity of new consumers. It’s about offering the best of both worlds—honoring tradition while embracing innovation. 💡 From my viewpoint, brands that strike this balance tend to stand out on the shelves. What's your take on this? #cannabistrends #brandstrategy

Every whey protein I've ever tried has always caused me several issues. After trying literally every brand on the market, I reluctantly gave up, believing that whey was not for me. Recently, one brand shattered this belief. Enter The Whole Truth whey protein. These guys mean business (pun intended). I've been an avid user of The Whole Truth products for a long time now. Whether it's their protein bars or their unsweetened peanut butter, they walk the talk! When they initially launched, as a marketer, I was intrigued by their brand name exemplifying their brand promise. As a customer, after just a few purchases, I realised that this brand "truthfully" lives up to its brand promise. Everything about this brand screams honesty. They live up to their brand positioning 100% by genuinely ensuring transparency in every aspect related to them, be it the product ingredients or the founder talking about the increase in raw material costs, which is leading to a temporary increase in pricing. This brand consistently leaves me feeling reassured and taken care of. THIS is Brand Love. It can't be measured in spreadsheets, but it is the ideal objective of every brand strategy. Thank you, Shashank Mehta for identifying this basic but very powerful insight - 'the innate human need for honesty' and consistently feeding it (pun intended, again!). Your belief that “If trust was broken by half-truths, it can only be rebuilt by the whole truth," resonates deeply with me. As someone who has been building brands for over a decade now, I know how challenging it is to consistently ensure that all aspects of a product, every communication, and all creatives/campaigns sync with the brand promise. More power to you and the entire The Whole Truth Foods team! #food #brand #brandpromise #whey #protein #brandstrategy #honesty #transparency