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I’ve been writing about natural products for over ten years, but was always too busy to go to ExpoWest. Now, ExpoWest is the largest food, supplement and personal care show in the natural products industry and, when I arrived Friday morning, my first-timer’s eyes were wide with wonder at the range and volume of the offerings. I spent the next two days walking the floor and talking with vendors. I sampled more protein bars than I can count and sipped more teas than a tree has leaves, and at the end of the two days, I realized I had been missing out on five very important things.

First of all, no one told me how I would fall in love with the products I discovered, like PowerBlend’s super-charged spoonfuls of seeds (I can’t stop sprinkling them on my salads) and Svelte’s organic protein shakes (who doesn’t like a product that tells you you’re looking good?). While I have always considered myself passionate about natural, health-promoting products, consider that passion stoked.

powerof3

PowerBlend seed mixes at www.powerof3nutrition.com

Second, the ability to compare apples to apples brought an overwhelming amount of product information into useable focus. For example, I encountered over 40 different probiotic product lines. I gathered all their information into one pile and later compared how many billion live organisms they started with and how many different strains they included. The differences were startling.

Third, seeing so many products in close proximity, it was easy to see which stood out and which were ignored. This helped me understand how difficult it is to catch the eye of busy, overwhelmed customers and how hard PDP copy needs to work. Take the example of hardworking Tubulars, a vitamin-filled straw to mix with milk that sports the tagline, “Absosuckinglutely!”

TubularsLogo

 

Fourth, I was reminded that less is often more when it comes to copy (a point my creative director has tried to drum into my head more than once). I appreciated clean ads that directed my eye to a small amount of salient information and summed up the brand’s value proposition in no more than a sentence. This less is more principle often applies to websites and sales sheet as well, as in this example from Orgain.

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Orgain organic nutritional shakes

Fifth, I enjoyed the opportunity to meet some of the people behind the products. While it’s easy to get jaded reading the About Us section of websites, meeting the real people behind a product venture positively altered my perception. Nowhere else will you find more earnest, health-minded individuals who are working to bring about better health and wellbeing on the planet. To everyone I met at ExpoWest I say, it was a pleasure.

 

Sharon Benedict
Senior Copywriter
BrandHive

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Gencor award

The big news at ExpoWest wasn’t just that Integrated Marketing Group (IMG) unveiled their new name BrandHive, but also that BrandHive clients took home two show awards. Gencor won “Most Innovative New Ingredient” for their product Libifem (a proprietary fenugreek extract clinically proven to promote a woman’s healthy libido, sexual vitality and desire). OmniActive won “Best of Show Marketing” for their inventive introduction to their new “Lutein for Every Eye” campaign, which included a flash mob and a book signing with Dr. Anschel.

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Jeff Hilton from BrandHive addressed healthcare practitioners, formulators and manufacturers Saturday, March 9th 2013 at ExpoWest. Using a series of case studies, Hilton explained how marketing within the health care practitioner channel is changing and what brands need to do to appeal to this growing market. With an average 8% per year growth, and 94% of HCPs discussing supplement use with patients, this evolving channel presents unique opportunities to supplement brands. For a complimentary copy of the slide deck, including observations and recommendations, email Melanee@brandhive.com.

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SALT LAKE CITY, March 8, 2013 – Sixteen years ago, Jeff Hilton and Matt Aller joined forces to create Integrated Marketing Group. The duo saw huge potential to provide branding and marketing services to healthy and natural consumer goods and ingredient companies. They were right.

In the years to follow, IMG grew into a leading, one-stop shop for strategic branding, media, public relations, and online services, providing assistance to the leading brands in the industry. Now, Hilton and Aller are ushering in a new era of even more comprehensive, collaborative marketing partnership.

Welcome to BrandHive
“The healthy lifestyles industry has evolved significantly, and we’ve long believed that having a strong team of senior professionals who work together in the same space and who leverage each other’s talents is the key to bottom-line results for our clients,” Hilton said. “Reinventing ourselves as BrandHive is a direct reflection of this agency’s renewed dedication to collaborating at the highest level for the best results.”

BrandHive officially launches today at the ExpoWest/Engredea show in Anaheim, CA, with a reception for invited guests at Morton’s.

The new name plays on the passion for excellence and focused precision exemplified by bees, the ultimate collaborators, said Aller. The agency’s new vision statement is “Creating Healthy Buzz,” and showcases BrandHive’s focus on generating awareness, attention, and results for natural product and ingredient companies in all categories.

“This industry has an energy to it that Jeff and I have watched evolve over the past 16 years,” Aller said. “Because we’ve been part of that growth, BrandHive clients will continue to benefit from our long-standing industry relationships and the decades of experience our team has in the dietary supplement, personal care, functional foods and healthy beverages sectors.”

Hilton and Aller always envisioned growing the agency as the industry matured, and recent additions to the BrandHive staff reflect that goal. Last year, Peggy Jackson was hired as business development director, bringing more than 15 years experience in healthy lifestyles experience with her. The agency has grown its PR, creative, and marketing departments, as well.

“Unlike other agencies that hire virtual staffers, BrandHive has built a team of 17 professionals who work face-to-face on a daily basis in its Salt Lake City office. This encourages spontaneity in generating ideas and better integration of media, public relations, creative design, web development, and advertising,” Hilton said.

“At any given time, BrandHive team members are brainstorming ideas, evaluating research data, discussing industry trends, and debating novel creative concepts,” he said. “All that buzz inside our office translates into a symbiosis that will get people talking and help drive business success for our clients.”

The BrandHive team
• Jeff Hilton, Co-Founder and Chief Marketing Officer
• Matt Aller, Co-Founder and Creative Director
• Melanee Brown, Business Manager
• Teresa Aller, Office Coordinator
• Peggy Jackson, Business Development Director
• Erika Lowstedt-Granath, Senior Art Director
• James Fagedes, Interactive Art Director
• Sharon Benedict, Senior Copywriter
• Nate Peterson, Art Director
• Giles Wallace, Art Director
• Gail Frankoski, Marketing Director
• Meet Nagar, Marketing Coordinator
• Lisa Openshaw, Media Buyer
• Dave Clifton, Public Relations Director
• Kathleen Murphy, Senior Public Relations Counsel
• Ida Baghoomian, Senior Public Relations Counsel
• Courtney Morton, Senior Public Relations Counsel
• Gary Gonzalez, Public Relations Coordinator

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.

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BrandHive is devoted to creating healthy buzz as we help brand the natural organic world. Like any good hive, you’ll find BrandHive is collaborative, progressive and energetic. For those familiar with how IMG operated, you’ll find some things have stayed the same at BrandHive. We still focus on the same four core areas of branding, including strategy, branding, interactive (web and mobile) and public relations. So what’s changed? BrandHive has reinvented how we meet the evolving needs of the natural products’ marketplace, companies, and consumers.