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How to mine your network and fan base for brand insights

Annie’s Homegrown is the poster child for how a company can grow, sell its products through nearly every channel available and still be considered an authentic natural and organic brand. The company has also proven that it can adhere to its founding mission of feeding families healthy, wholesome foods while remaining accessible and relevant to the mainstream. The company has been able to accomplish this through the storytelling on its packaging and website, its philanthropic and community work, and its strong leadership team.

Here, Sarah Bird, SVP of marketing and chief mom officer at Annie's, and Amanda Steele, VP of marketing at Annie's, share some of their insider tips on how to use your personal network and product evangelists to build a successful, authentic and relevant brand by understanding the consumers' points of need.

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