“What we want to get you guys to think about are: What are the functional problems that you’re solving in your consumers’ lives with your product? And then, what is the emotional thing that that consumer is going to need [in order] to feel like they’re not making a compromise or it’s a new experience for them … [and] how can you fuse those things together to give your brand more of a focus on why it should exist in the world.”
—Fred Hart, Interact Boulder
Part 1: ‘Hiring’ a food product for a specific need or ‘job’
- Brands need to fully understand how the product they create will be used by consumers
- Knowing the ‘job’ for which consumers are ‘hiring’ the product allows brands to engineer and package the best product to fulfill an exact purpose.
Part 2: What are the outcomes of a job well done?
- When a brand does a good job of fulfilling a specific need or purpose, that is what builds affinity and loyalty among consumers to the brand itself
- Brand affinity is what allows certain brands to stand out in a saturated category
Part 3: How to transform the presentation of healthy brands to overcome negative stereotypes
- There are two parts to every equation when trying to solve the consumer’s problem: a functional side and an emotional side. Both are equally crucial components when building a successful brand.
- You will want to brand your item in a way that appeals to this emotional overlay
This session—Brand Therapy—was recorded at Natural Products Expo East 2018.