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“Functional Future” Session Focused on Strategies for Functional Food and Beverage Marketing

Jeff Hilton, BrandHive co-founder and chief marketing officer, will lead an educational session on the “functional future” of foods and beverages at Engredea as part of Natural Products Expo West 2014.

Hilton’s presentation, “Functional Future: Trends in Functional Food and Beverage Marketing” will open Engredea’s Saturday educational program on March 8, 2014 at 9:00 a.m. at the Anaheim Marriott. The session aims to educate and inform participants on emerging business and marketing strategies of importance in the functional sector, focusing on consumer products sold at retail.

“The sales-growth rate in the functional foods marketplace continues to outpace that of traditional foods and beverages, presenting manufacturers and retailers with a tremendous opportunity to tap into a lucrative market that continues to gain momentum,” said Hilton. “However, involvement in the functional market also entails a high degree of uncertainty and risk because products often live or die by their brand positioning, packaging and promotion.”

Co-located alongside Natural Products Expo West and the NEXT Innovation Summit, Engredea showcases new ingredients, technologies, applications and services for healthy foods-and-beverages, dietary supplement/bioactive and nutricosmetic markets. Hilton’s presentation will be part of the educational sessions aimed at retailers, distributors, health practitioners, manufacturers and suppliers.

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The creative team at BrandHive discusses the key considerations that go into designing and building a successful tradeshow booth.


Erika Lowstedt-Granath – Senior Art Director
Giles Wallace – Art Director
Meet Nagar – Marketing Assistant
Nate Peterson – Senior Art Director

 

 

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Salt Lake City, Utah, January 27, 2014: BrandHive is pleased to announce their selection as agency of record for Bergstrom Nutrition, manufacturer and distributor of OptiMSM®, an ultra-pure methylsulfonymethane (MSM) for human use. BrandHive will provide full consulting services including strategic planning, creative development, media buying and public relations for the industry leading raw ingredient.

“Bergstrom Nutrition is a family-owned business that has operated quite successfully since its founding in 1987,” said Tim Hammond, vice president of sales and marketing for Bergstrom Nutrition. “We’ve reached a pivotal point, however, in wanting to expand our position in the marketplace. We selected BrandHive specifically for their industry knowledge and communications expertise to help the OptiMSM brand gain additional awareness and leverage in the global marketplace.”

OptiMSM is a US manufactured product that utilizes a proprietary distillation process designed to produce MSM that exceeds global government requirements for purity and quality. Having met and exceeded criteria required by the FDA, OptiMSM is the only GRAS-designated MSM on the market. With applications for joint health, sports nutrition, skin health, immune support and healthy aging, Bergstrom Nutrition continues to invest in research and product innovation to maintain OptiMSM’s reputation as an industry leader.

“We’ve had the pleasure of working with the Bergstrom Nutrition team when the OptiMSM brand was born,” said Jeff Hilton, co-founder and chief marketing officer at BrandHive. “With an iconic brand synonymous with purity, quality and superior customer service, we at BrandHive have a tremendous opportunity. We’re truly looking forward to our renewed collaboration”.

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SALT LAKE CITY, UTAH: December 16, 2013: Chennai, India-based AVT Natural Products recently completed the successful launch of OptimHealth, a full line of condition-specific supplements in India. Working with BrandHive on branding for the project, AVT reported positive results so far and a successful introduction of the new line. The initial launch included Bangalore, Mumbai, Pune and Hyderabad with plans to broaden the scope in consecutive phases.

Recognizing the unique consumer needs of the market in India, AVT approached BrandHive with the desire to customize the introduction of their ingredients. BrandHive and AVT began the process with extensive market research. Part of this process included setting up focus groups with native populations in target launch cities, including New Delhi. In general, the findings indicated openness to a modern take on wellness would be better accepted if it incorporated elements of Ayurvedic tradition with Western Science. This insight helped shape BrandHive’s efforts from start to finish of the AVT project including brand positioning, development of a brand story, product formulation, and product packaging as well as determination of the brand name, OptimHealth. BrandHive involved themselves in every step of the process to maintain a solid understanding of the cultural influence on the brand.

“Although the branding of a product line for India was a first for the BrandHive team, keeping sight of the importance of a cultural understanding was clear”, said Jeff Hilton, co-founder and partner of BrandHive. “The launch of OptimHealth was a success because it reflected what we call ‘modernized tradition’ into every element of the brand including photography, the website, marketing collateral and the overall launch strategy.”

For a gallery listing of BrandHive’s recent products launches, please visit brandhive.com/work.

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The problem: When AVT Natural Products in Chennai, India set out to create a new line of condition-specific supplements, they knew they wanted to talk to Indian consumers about health and wellness in new ways but they weren’t sure just how far they could stray from traditional formulas and packaging without losing their audience entirely.

The research: Once they selected BrandHive as their Agency of Record, we helped them conduct focus groups with native populations in target launch cities, including New Dehli. These focus groups clearly showed that a modern take on wellness would be better accepted if it incorporated a nod to India’s Ayurvedic traditions.

The insight: The targeted consumer was willing to consider modern scientific findings and new product formulas if those formulas included some “trustworthy” traditional ingredients.

This insight shaped all BrandHive’s efforts, from the brand positioning and brand story (which focused on the integration of modern Western science with ancient Ayurvedic wisdom) to product formulations (which paired Ayurvedic classics with scientifically researched Western ingredients) to product packaging (which introduced a clean pharma look into traditional Indian settings). The brand name BrandHive developed for the line was OptimHealth.

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OptimHealth brand essence blends ancient Ayurvedic wisdom with modern Western science

The work: The result was a brand that literally jumped off Indian “chemist” shelves by featuring a modern aesthetic (modern bright-white PET bottles, vibrant colors and custom green caps) and a listing of its traditional and Western ingredients on the front of the label. Mention of traditional ingredients provided consumers with a sense of instant familiarity, while the novel look and feel of the brand caught their attention. BrandHive carried this strategy of “modernized tradition” into OptimHealth’s photography, website, marketing collateral and launch strategies, all with great success.

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OptimHealth custom packaging lists main ingredients on front panel

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OptimHealth retail display stands out in chemist’s shop

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Soft launches targeted consumers in traditional settings (yoga studios, chemists, parks) 

The takeaway: Consumers all over the world now demand more from their brands. Traditional tried-and-true cultural cues are not enough. To capture attention today, brands need to blend cultural influences with worldwide research findings and globally recognized ingredients to create products that both look better and work better.

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There’s no doubt that being in Las Vegas has a way rejuvenating one’s inner youth. The bright lights, loud music and glitz have a way of awakening the soul. It was the perfect setting for this year’s SupplySide West Global Expo and Conference. Attendance and energy was at an all time high and the exhibit hall was full of new products, trends and excitement.

With the conference preceding the New Year, it was also the perfect setting to talk about rejuvenating a brand. In case you missed BrandHive on the SupplySide Why stage, you can see the recap here: “Is it time for you to rebrand?”. BrandHive also presented “12 step program to a bigger, better, bolder brand” in a Vendor Brief. The focus of both programs was on identifying the right time to rebrand and preparing for the impact on resources, operations, and customers. Rebranding can be one of the most difficult yet most important decisions for an organization to make. Knowing what to expect can help a great deal.

It’s almost been one year since BrandHive pursued its own rebrand from the Integrated Marketing Group. While we’ve helped numerous clients through the same process, it was helpful to experience a rebrand of our own.

If you feel that it’s time to explore the idea of a “new you”,  please visit us at brandhive.com.

Jeff Hilton
jeff@brandhive.com.

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BrandHive introduces you to the six people you’re most likely to meet at this year’s SupplySide West, so you can better identify the perfect customers when you see them.

 

BrandHive SupplySide West 2013 Activities:

Thursday, November 14th

SupplySide Why
11:30 am – 12 Steps to Re-Branding Yourself

VendorBrief
4:30 pm – 12 Step Program to a Bigger, Better, Bolder Brand

 

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SALT LAKE CITY, October 17, 2013 — Jeff Hilton, co-founder and partner of BrandHive, will present on marketing trends in functional teas at the World Tea East tradeshow and conference at the Georgia World Congress Center next week. Co-located with the Atlanta Foodservice Expo, the conference will be attended by expert tea professionals, retailers, food and beverage manufacturers, grocers and other industry representatives in the Northeast, mid-Atlantic and Southeast United States.

Hilton’s presentation, “Functional Revolution: Marketing Trends in the Healthy and Functional Beverage Category,” will address new and innovative delivery formats, popular and trending functional ingredients, and condition-specific health benefits that are most common and emerging in the functional tea marketplace. Part of this discussion will include how Millennials and Boomers, two very distinct demographics, welcome trends differently.

“Both lifestyle and attitudes play a role in what’s driving the move towards functional beverages,” said Hilton. “Whether differentiation is provided through delivery forms, use of raw ingredients, or specific health benefits, marketers truly benefit from understanding the differences in their target audiences.”

Hilton’s session is scheduled for Tuesday, October 22, 9:45 a.m.to 10:45 a.m. as part of the Core Conference Seminar track at World Tea East. The conference is produced by the same organization that produces the World Tea Expo, the largest and most prominent specialty tea tradeshow in the world. For more information on Hilton’s session or the conference, please visit: http://worldteaeast.com.

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Here at BrandHive, some of our favorite people are Naturopathic Doctors (NDs).

That’s why (while we are generally less-than-enthusiastic about the goings-on of our Congressional representatives) we are positively stoked about the recent unanimous U.S. Senate resolution that designates Oct. 7-13 as Naturopathic Medicine Week.

Passage of this resolution is historic. That’s because this is the first time Congress has recognized the ability of naturopathic physicians to provide safe, effective and affordable health care. Not to mention the fact that the nation’s 4,400 licensed NDs help address the nation’s pressing shortage of primary care physicians.

NDs are trained to look at the whole patient and to focus on underlying causes, not just a list of symptoms. They emphasize prevention and ongoing wellness. They also tend to spend more time with each patient, educating and guiding them on ways to take charge of their health. Having graduated from an accredited 4-year naturopathic medical school, NDs treat a full range of illnesses.

BrandHive’s work with clients who provide products and services to Healthcare Practitioners have given us a “front row seat” to many dramatic stories of transformation. Routinely NDs help their patients manage chronic pain, avoid major surgery, and assess and address the source of illness. Their ability to reduce suffering and return a patient to wellness is truly impressive and admirable.

Next time you seek treatment that includes prescription drugs or surgery, consider a second opinion from an ND.  Not only will you get the expertise of a doctor level physician, but you might also learn about treatments that are less invasive and less expensive than conventional drugs and surgery. And a bonus: Effective in January 2014, health insurance plans are required to include and reimburse NDs in health insurance plans.

So this week we tip our hats to Naturopathic Doctors. At a time when the average American consumer fills 12 prescriptions per year, NDs epitomize the wisdom that “less is more” and “an ounce of prevention is worth a pound of cure.” Thank you, NDs!

 

Dr-Bush

Naturopathic Doctors (NDs) are notoriously passionate about nutrition and good health, as demonstrated by this BrandHive client.