Posted by
Posted Filed under Natural Branding.

BrandHive, a leading healthy lifestyle branding agency providing high-level strategic planning and branding expertise to consumer packaged goods and value-based ingredient companies, today announced that its co-founder and partner, Jeff Hilton, was invited to judge the Natural Products Business School Pitch-Slam, produced by New Hope Network, at Natural Products Expo East in Baltimore, Maryland on September 13 and 14, 2017.

The Pitch-Slam event showcases the best budding talent in natural and organic consumer product goods. Participants pitch their company to experts and investors for a chance at a prize package, including a free booth at next year’s Expo East. Hilton will join fellow judges Bob Burke (Natural Products Consulting), Andy Whitman (2x Consumer Products Growth Partners), Koel Thomae (Noosa yoghurt co-founder), and Tera Johnson (Food Finance Institute) for the semi-finals held September 13th from 5:00 to 6:30 p.m. and the finals held September 14th from 4:30 to 6:30 p.m.

Ten companies have made it to the semi-finals where they will give a 3-minute pitch demonstrating their product innovation, followed by a Q&A and critiques by Hilton and the other judges. Four finalists, including a crowd favorite, will be selected to continue to the finals, where one will be chosen to win the competition.

Hilton will also speak at the NCN Investor Forum on September 13th from 11:15 a.m. to 12:00 p.m. He will be addressing “Building a Platform for the Next Generation of $100 Million Brands: Key Differentiators in Science, Product Development, Marketing Strategy and Tactics to Millennials and Boomers.”

For more information on BrandHive, please visit brandhive.com.

BrandHive, a leading healthy lifestyle branding agency providing high level strategic planning and branding expertise to consumer packaged goods and value-based ingredient companies, announced that its co-founder and partner, Jeff Hilton, will join Peter Wennstrom, founder of The Healthy Marketing Team, Global Brand Strategy Consultants to the Nutrition Industry, for the “Masters of Marketing” masterclass at the upcoming Vitafoods Asia exhibition on September 5th and 6th, 2017 at the Sands Expo & Convention Centre, Singapore.

VitaFoods Asia is bringing together two of the world’s leading experts in food, supplement and health ingredient marketing on the same stage. Together, Hilton and Wennstrom will share their combined insights on how to successfully bring a product to market, and will be joined by HMT’s nutrition innovation and APAC expert, Dr. Lesley Stevenson.

During the session, “Planning a Successful Path to Market,” Hilton and Wennstrom will address five key milestones:

1. Identify consumer insights
2. Decide which category (ies) to enter
3. Determine how to position the brand
4. Develop and test the concept
5. Build a plan to communicate brand messaging

Delegates will leave the session having a cohesive understanding of how to plan a successful path to market and practical approaches they can implement immediately for both B2B and B2C markets. The presentation will take place on Tuesday, September 5th, at 10:30 a.m. until 12:45 a.m.

“I’m excited to partner again with HMT this year and meld our considerable expertise into a cohesive and engaging workshop,” said Hilton. “Whether the focus is B2B or B2C, our masterclass will help any company implement important steps to bridge the gap between concept, product development and sales results.”

Vitafoods Asia is the only event in the region dedicated exclusively to ingredients and raw materials for nutraceuticals, functional food and drinks, and dietary supplements. It attracts over 170 international exhibiting companies and 3,000+ visitors from across Asia Pacific. For more information, please click here.

Posted by
Posted Filed under BrandHive Buzz, Natural Branding, Press Releases, Social Media.

BrandHive, a leading healthy-lifestyle marketing, branding and public relations agency dedicated to “creating a healthy buzz”, today announced new hire Zach Trujillo as Social Media Manager.

Zach comes to BrandHive with several years of experience in a variety of social media fields including travel, health and wellness, and natural products.

“As our agency aggressively grows its social and digital media services, we are thrilled to welcome Zach to the BrandHive team,” said Jeff Hilton, Co-founder and Chief Marketing Officer at BrandHive. “He brings focused, cutting-edge knowledge and advanced social media marketing expertise to help our clients elevate their voice and engagement on social platforms.”

Zach has consistently grown social media audiences and brand sales through continued research into the ever-changing social landscape, and by implementing proven communications and marketing principles— all of which will assist BrandHive clients achieve results.

Zach is a graduate of Utah Valley University, and Birmingham City University and has a bachelor’s degree in Communication, and a master’s degree in Social Media.

jeff-hilton-photoresized-1

BrandHive’s co-founder and partner, Jeff Hilton and The Healthy Marketing Team’s founder and senior consultant, Peter Wennström, have been invited to lead the Marketing Strategies Workshop at Vitafoods Europe, the top global nutraceutical event, on May 9-11, 2017 at Palexpo, Geneva, Switzerland. The session, “From Trend Analysis to Launch Strategy: Planning a Successful Path to Market”, will take place on Tuesday, May 9th, at 14:30-17:45 in the main conference area.

The Marketing Strategies Workshop will bring lead experts Hilton and Wennström together for the first time for a deep dive into the planning process for a successful market launch. The session will offer insightful marketing approaches from strategy and positioning through branding and execution, as well as practical, actionable applications. The format will be interactive and include case study examples from actual market introductions.

Hilton is an industry expert with over 35 years of advanced business and marketing insight. In addition to establishing a highly successful agency, Hilton has focused his energy on the natural health products industry working with leading brands in the dietary supplement, functional food and beverage, and health and beauty categories. Hilton’s passion and dedication to his craft have resulted in notable accolades including recognition by Advertising Age as one of America’s Top 100 Marketers and recipient of Nutrition Business Journal’s (NBJ) Personal Service Award for multiple outreach efforts including editorial contributions, pro-bono work and webinars and speaking engagements.

Wennström brings over 25 years of experience in international brand management and consultancy in nutrition, health and wellness. His mission in 2007 to bring healthier brands and businesses to consumers resulted in the establishment of The Healthy Marketing Team. Wennström has authored several books and industry guides on the subject of consumer and brand driven innovation, including the latest FourFactors® for Growth Market Success book with the combined experiences of HMT’s senior consultants. The FourFactors® is a best practice based framework for better-targeted innovations faster to market.

As the leading exhibition for the nutraceutical, functional food and drink dietary supplements industries, Vitafoods attracts hundreds of global suppliers showcasing the most innovative products in the industry while providing strategic direction and expertise for operating a strategic business. For more information on the session and conference, please visit http://www.vitafoods.eu.com/.

About BrandHive

BrandHive is branding the natural, organic world. Like any good hive, we’re collaborative and work closely with our client partners to achieve remarkable results for natural brands. BrandHive can help you strategically position your brand within the healthy lifestyles industry. BrandHive clients benefit from our long-standing relationships and decades of experience crafting messages that engage natural businesses and consumers. We specialize in finished goods and raw materials for dietary supplements, personal care, healthy foods and healthy beverages. For more information, visit us at www.brandhive.com.

About Jeff Hilton

Hilton has been recognized by Advertising Age as one of the nation’s Top 100 Marketers. He brings 35 years of advanced business and marketing insights to his clients, including over 20 years working with leading brands in the dietary supplement, functional food & beverage, and health & beauty categories. He is an industry expert and sought-after speaker, with recent presentations including Natural Products Expos East and West, Food Matters Live, Nutracon, NBJ Summit, Fancy Food Show, IFT and Vitafoods. He was also awarded the Personal Service Award from Nutrition Business Journal in recognition of his ongoing efforts to raise the bar for industry editorial contributions, pro bono work, webinars, and speaking engagements.

About The Healthy Marketing Team

The Healthy Marketing Team is a group of internationally experienced consultants who are experts in food & health innovation, marketing and branding. We are a truly cross-cultural team with members from America, Asia and Europe. Our collective experience comes from years in developing winning strategies and propositions for top-level companies, both suppliers and brands owners, around the globe. We have during our first ten years done client projects in over 60 countries on 6 continents. Together with our network of partners we provide end-to-end solutions to our clients needs. For more information, please visit www.thehmt.com.

About Peter Wennström

Peter is the founder and lead consultant at HMT. With over 25 years of experience in international brand management and consultancy in nutrition, health and wellness, he set up HMT in 2007 with the mission to bring healthier brands and healthier business to its customers in the global nutrition industry. Peter is regarded as one of the world’s leading experts in food and health marketing. He has authored several books and industry guides on the subject of consumer and brand driven innovation, including the latest FourFactors® for Growth Market Success book with the combined experiences of HMT’s senior consultants. The FourFactors® is a best practice based framework for better-targeted innovations faster to market.

Posted by
Posted Filed under Natural Branding, Press Releases, Strategic Branding, Webinar.

Jeff Hilton, co-founder and chief marketing officer at BrandHive, in partnership with Nutrition Capital Network, dissected what the current clean label trend means for manufacturers, suppliers and marketers in the educational and thought-provoking webinar, “Translating Clean Label Attributes and Authenticity into Meaningful Consumer Benefits”. The webinar features Hilton’s expertise and insight into the “Clean Label and Transparency” movement, in which consumers are demanding insight into how ingredients are sourced, and about the ethical practices of manufacturers and suppliers. Hilton provides tips for companies looking to grow and keep up with the demand for cleaner formulations and manufacturing, as well as how to best market those benefits to consumers in a meaningful way.

To view the webinar, visit: https://attendee.gotowebinar.com/recording/2807298758762909186

Posted by
Posted Filed under B2B Marketing, Industry Trends, Natural Branding, Press Releases, Webinar.

Jeff Hilton, co-founder and chief marketing officer at BrandHive, in partnership with Nutrition Capital Network (NCN), will present a webinar on April 12, 2017 at 1pm ET, dissecting what the current clean label trend means for manufacturers, suppliers and marketers. Register here. 

The educational session, titled, “Translating Clean Label Attributes and Authenticity into Meaningful Consumer Benefits”, highlights Hilton’s marketing expertise as it applies to a changing industry landscape with companies striving to stay in front of consumer trends and mounting pressure for cleaner, more sustainable products and ingredients.

Hilton will discuss what he deems the “Clean Label 2.0” movement, in which consumers aren’t simply looking for simpler labels and ingredient decks – they want to know where and how these ingredients are sourced, and about the ethical practices of manufacturers and suppliers.  Hilton will provide insight and tips for companies looking to grow and keep up with the demand for cleaner formulations and manufacturing, as well as how to best market those benefits to consumers in a meaningful way. Registration is free.

 Webinar Date and Time: April 12, 2017; 10:00 am PDT/1:00 pm EDT

Register Today!: http://bit.ly/2oDuwEn

About Jeff Hilton

Jeff Hilton is co-founder and chief marketing officer at BrandHive. For decades, Jeff has helped launch and revitalize brands promoting health and wellness. His passion and unmatched industry knowledge have led to innovative and successful marketing strategies that deliver measureable and significant results in the marketplace.

 About BrandHive

BrandHive is a leading healthy lifestyle branding agency that provides high level strategic planning and branding expertise to consumer packaged goods and value-based ingredient companies. For more information, visit www.brandhive.com.

Posted by
Posted Filed under B2B Marketing, B2C marketing, Industry Trends, Press Releases, Trade Shows.

Jeff Hilton, BrandHive’s co-founder and chief marketing officer, will lead an educational session at Natural Products Expo West 2017 in Anaheim, California next week. The session, Consumers First: How Shifting Values are Driving a New Supplement Marketplace (#newsupplementmarketplace), will take place on Wednesday, March 8, 2017 from 1:30 – 2:45 PM in the Grand Salon G at the Anaheim Marriott. Kyle Garner, Organic India’s CEO will join Hilton for the informative and engaging session.

Hilton and co-presenter Garner plan to discuss how evolving consumer demands are driving innovation by manufacturers and suppliers toward cleaner and more sustainable dietary supplements and value-added ingredients. Participants will leave with an understanding of the opportunities and challenges inherent in this highly evolved, consumer-driven marketplace. The discussion will include how both manufacturers and suppliers can tap into consumer/customer demand with more sustainable innovation, transparent manufacturing and sourcing, as well as re-tooled marketing language.
Retailers, distributors, manufacturers and suppliers are invited to join the session. For more information, please visit www.expowest.com.

Posted by
Posted Filed under B2C marketing, Industry Trends, Natural Branding, Strategic Branding.

 

Jeff Hilton, Co-Founder and CMO at BrandHive, will be speaking at Expo West next week about consumer trends in clean label, sustainability and transparency.  Watch this preview of Jeff’s thoughts on who is driving demand for cleaner products and ingredients, and why.

Join JeffHilton@brandhive.com at the Anaheim Marriott on Wednesday, March 8th at 1:30 PM in Grand Salon G.

Read more about the clean label opportunity »

whole and natural ingredients
Posted by
Posted Filed under Industry Trends, Natural Branding.

Perfect Storm Opportunity

The premise of this article is that there is a significant marketplace opportunity materializing which offers tremendous awareness and sales potential for the right brands. Perhaps you are one of those brands? Let’s dive deeper to find out.

We are witnessing first hand the evolution of Consumer 2.0. This consumer/customer is highly evolved, totally empowered, but completely overwhelmed with the options available in the market. In addition, there are cultural and behavioral shifts taking place, which are of seismic proportions. Specifically, Consumer 2.0:

  • Has unfettered access to information online
  • Is shopping horizontally across distribution channels
  • Is much more active
  • Has technology available to self-monitor and assess his/her state of wellness
  • Is increasingly interested in maintaining and improving health and wellness

There are new technologies in the marketplace that address bioavailability, delivery methods, and even new metabolic pathways. In addition, new knowledge about human health is emerging. For example, the importance of the gut or GI tract in maintaining good health, or the role of chronic inflammation in overall wellness.

The Gap Between Consumer Knowledge and Product Applications

With the speed of product and technology innovation increasing, most consumers feel like they are drinking from a fire hose when it comes to maintaining or improving good health. Every day brings a new theory or product philosophy. As a result, consumers see a variety of tactics (diet, exercise, supplementation, etc.) but see no way to knowledgeably integrate those into a cohesive and realistic regimen that they can manage or even trust. The marketplace result is that 80% of new products fail, largely because they provide no clearly defined or proven benefits to the consumer. Consumers move through a cycle of trial and rejection that leads to unstable growth and market share gains for most products.

There is a gap in the marketplace between consumer knowledge and consumer understanding and application of that knowledge which brands have not fully bridged. Consumers are empowered, yes. They have tools, yes. And they have some knowledge. But they don’t know how to build anything yet. They must be taught and instructed by industry.

In my opinion, the steps within industry to successfully bridge this gap are:

  • Innovation and technology
  • Education and dissemination
  • Collaboration and partnership

In the face of a rising tide in consumer confusion about health, consumers are returning to what they know: simple, fewer ingredients, less processed foods, and no artificial colors, flavors or sweeteners. Also, less sugar and salt. This burgeoning trend toward “simple” has also fueled the growth in structured diet regimens or philosophies including paleo, vegan, gluten-free, organic, etc. This type of structured diet helps people consume within boundaries and make sense of the health advice madness. Meal kits and delivery programs also play to this audience who want to eat healthier but don’t have time to shop or don’t like to cook.

I believe there are signs all over the place that consumers are moving from an era of Doctor Care (70’s and 80’s) to an era of Self Care (90’s and 2000’s) and now to an era of Custom Care (2010 and beyond). The future is frankly all about custom health care solutions that may be dictated by an individual’s DNA, genetics, lifestyle habits and daily activity level.

So, What Does This Have to Do with Clean Label Claims?

Clean label, sustainability, and transparency are all terms that marketers have coined to “pre-empt” or own this new type of messaging. The problem lies in that most consumers don’t think or talk this way. A recent New Hope Natural Media study cites that 78% if consumers don’t understand what “clean label” means. The same study shows that consumer confusion between Organic and non-GMO is rampant. Yet clean label claims continue to populate packaging at retail and online with almost 25% of U.S. product labels featuring clean label claims according to Innova Market Research.

In essence, clean label, clear label, sustainable, transparent, non-GMO, and many other marketing terms, become consumer shorthand for “healthier and better for you”. That said, the vast majority of consumers don’t really understand and/or differentiate between these terms as they relate to products in the marketplace. Consumers hear the marketing language, and research shows that they are open to new ways of thinking about and purchasing cleaner brands, but consumers do not yet grasp:

  • The significance of these descriptors
  • How they relate to everyday health and wellness for them personally

Consumers are left largely to grasp at straws for meaning and relevance.

So the “good news” is that consumers are indeed ready to embrace “cleaner product” initiatives. Certainly their aspirations have been heightened, but the “bad” or at least “cautionary news” is that the education process behind clean label initiatives has just begun, and there is a long road ahead for brands to define and differentiate themselves based on these characteristics.

Smart brands that understand this will capitalize on positive consumer sentiment by:

  • Researching and defining “marketing language” as it relates to specific, product-related features and benefits
  • Fleshing out terms and messaging that consumers can relate to readily and begin over time to associate with their brands over time

It Takes A Village

Brand building in today’s volatile and competitive marketplace is a complex and expensive valuable process. In my opinion, the responsibility for building successful brands has to be shared. Because increasing brand awareness and educating consumers about features and benefits and scientific support is EVERYBODY’S business. Clearly, both manufacturers and suppliers play a key role. As an industry, we are moving from individual silos to increased joint collaboration. It’s not just about clean finished products; it’s about clean sourcing and supply chain practices as well. For raw material providers and marketers, it’s not just about selling ingredients at $X per kilo. Branded ingredient suppliers must add value and embrace a new, more turnkey role. In turn, manufacturers and brand owners must be willing to pay the price for value-added ingredients with a pedigree of quality and proven scientific support. This goes back to my earlier statement about industry steps to bridging the consumer gap between tactical steps and integrated, custom health solutions.

Consumer Segmentation is Key

Modern marketers are learning that audience segmentation plays a critical role in product success. Consumer audiences are increasingly differentiated and display varying buying behaviors and needs. For clean label products specifically and custom health solutions generally, research shows that millennials (ages 18-33) are driving the trends and stimulating demand. This group is all about custom solutions, having options, and they demand more sustainable, transparent products and services.

It’s a new and confusing world out there. But it’s also an exciting one for marketers who are willing to jump in and invest in consumer education and awareness. The marketplace is reflecting a perfect storm of new opportunity. Consumer 2.0 is waiting. It’s your move.

Author:

Jeff Hilton
Co-Founder and CMO

caitlin
Posted by
Posted Filed under BrandHive Buzz, Natural Branding, Press Releases, Public Relations.

BrandHive, a leading healthy-lifestyle marketing, branding and public relations agency dedicated to “creating a healthy buzz”, today announced new hire Caitlin Wallace Hadley as Senior PR Counsel.

Caitlin comes to BrandHive with experience in a variety of industries, including food and agriculture, luxury, technology, education, and natural products. She is an alumna of global PR agencies Fleishman-Hillard and Access-Emanate, a Ketchum company. Her past clients include California Table Grapes, California Raisin Marketing Board, Mirassou Wines, California Closets, Intuit, University of Oregon, University of Utah, and MegaFood.

“As we continue to grow and expand the BrandHive family, we’re thrilled to welcome Caitlin as the newest addition to the team,” said Jeff Hilton, Co-founder and Chief Marketing Officer. “She brings a solid background of media relations and social media expertise that will help ensure clients get the results they’ve come to expect from BrandHive.”

Caitlin has successfully placed clients in top-tier business, consumer and industry press, including stories in Engadget, GigaOm, FOX Business, LA Times, HGTV Magazine, Huffington Post, and Wall Street Journal. She’s managed several media tours in New York and Los Angeles, securing client interviews with Architectural Digest, InStyle, People Style Watch, Robb Report and Town & Country.

Caitlin is a graduate of California State University, Chico and has bachelor’s degrees in journalism and French.

For more information on BrandHive, visit www.brandhive.com.